BRAND BOOK

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WELCOME

WHY WE CREATED THESE GUIDELINES

To define what HydraFacial is and how it is expressed.

To define the core elements of our brand identity and allow us to speak with a unified voice.

To provide a vision to guide us as we move into the future.

To inspire us to produce compelling communications for current and future customers, partners, and our internal team.

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BRAND PLATFORM

BRAND PLATFORM5 Brand Positioning

6 About Us

7 Our Customer

8 The HydraFacial Dif ference

9 Tone of Voice

BRAND IDENTITY10 Logo

11 Clear Space & Minimum Logo Size

12 Incorrect Logo Usage

13 Typography

14 Color Palet te

15 Visual Inspiration

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BRAND PLATFORM

BRAND POSITIONING HydraFacial is a life-changing skincare experience for all faces. The process and product are what put HydraFacial in a category of its own. We lead because the

results are lasting and leave people emotionally charged.

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BRAND PLATFORM

ABOUT US We are The HydraFacial Company.

We believe beauty is a feeling, not a physical attribute.

We make skincare simple.

3 Steps. 30 Minutes. The best skin of your life.

For all faces, change is possible.

We challenge the status quo—nothing else compares.

So don’t call it a facial.Call it HydraFacial.

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BRAND PLATFORM

OUR CUSTOMER

Live confidently through amazing skin.Make the best first impressions.

Enjoy the experience. Delight in the result.Let’s do this again.

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BRAND PLATFORM

THE HYDRAFACIAL DIFFERENCE

It’s not a treatment. It’s an experience.

It’s not about skin. It’s about confidence.

We go beyond, delighting in unexpected ways.

We master the technical,but we focus on the feeling.

HydraFacial bonds our customerswith theirs...and us with them.

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BRAND PLATFORM

TONE OF VOICEThe HydraFacial voice is confident.

We are encouraging —never intimidating or pushy.

We are not limited by demographics—we will not use slang or obtuse words that are lost on our sophisticated audience.

This is not a beauty secret—we SHOUT out to the world how incredible HydraFacial is.

We are attainable luxury—this is a treatment everyone deserves.

WE ARE

Confident

Encouraging

Dependable

Playful

Sincere

Approachable

Bright

Energetic

Consistent

Celebratory

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BRAND IDENTITY

100% BlackBlack is the preferred logo color. Do not apply color.

Use the reversed version when placing the logo over black or dark backgrounds.

Icon. Accent element. Always use with complementary circle.

Corporate logo. White background preferred.

Use this version when advised for marketing communications.

EXTENDED VISUAL LANGUAGE

LOGOThe HydraFacial logo is a visual manifestation of how we are turning the expected upside down. The liquid drop visual motif speaks to one of our points of difference—our delivery and proprietary serum technology.

The logotype is intended to anchor the brand even as the look and feel around it evolves with product, season, or promotion. Like a minimal apparel or accessory logo, its design complements—versus overpowers—the things around it. Use it in accordance with these guidelines.

When using HydraFacial in plain text, please use proper case, capitalizing the H and F.

When using the HydraFacial logos together, do not stack or combine. Use separately throughout a document/ design.

T H E

C O M P A N Y

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BRAND IDENTITY

CLEAR SPACE &MINIMUM LOGO SIZE Make sure the logo is surrounded with a minimum amount of clear space to avoid competing with elements, such as imagery, text, or background patterns. This also helps keep the logo consistent across all touchpoints to establish and maintain strong brand recognition.

The minimum size can be used whenthere isn’t room for a larger logo. Donot go any smaller than the minimumsize so we don’t compromise visibilityor integrity.

1x

1 inch

1x

1x

Clear space around the logo is 1x.

X = the height of the letter “i”without the dot.

Do not use the logo smaller than 1 inch, as legibility will be compromised.

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BRAND IDENTITY

INCORRECT LOGO USAGE Please watch out for these no-nos when it comes to implementing the HydraFacial logo.

Don’t use logo over busy background.

Don’t add drop shadowto the logo.

Don’t arrange the logo vertically.

Don’t flip the logo vertically.

Don’t tilt the logo.

Don’t stretch or squeeze the logo.

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BRAND IDENTITY

TYPOGRAPHY All our marketing collateral uses the fonts Bebas Neue and Futura.

Preferred formatting: Bebas Neue Book (headlines) Futura Light (body copy)

Web fonts: Bebas Neue (headlines)Arial (body copy and CTA label)

Bebas Neue : Book

A B C D E F G H I J K L m N1 2 3 4 5 6 7 8 9 0

H av e a s p e c i f i c s k i n c o n c e r n ?

Bebas Neue : regular

A B C D E F G H I J K L m N12 3 4 5 6 7 8 9 0

Futura:Light

ABCDEFGHIJKLMNabcdefghijk lmn1234567890

HydraFacial has you covered with bonus boosters.

Arial:Regular

ABCDEFGHIJKLMNabcdefghi jk lmn1234567890

Headline Style: All caps Size: 30ptLeading: 30ptTracking: 50

Body Copy Style: Sentence Case Size: 12ptLeading: 16ptTracking: 10

Call To Action Web Button Style: All caps Size: 10ptLeading: 15ptTracking: 10

GET A BOOST

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BRAND IDENTITY

Summer MelonC0 M15 Y50 K0#ffc47fPantone 149 C

LightSummer MelonC0 M16 Y36 K0#ffd7a865% TINT

Rose TouchC2 M58 Y42 K0#ef8880Pantone 2339 C

LightRose TouchC2 M38 Y27 K0#f3aea465% TINT

BerryC21 M76 Y0 K0#c85eadPantone 2046 C

LightBerryC14 M50 Y0 K0#d493c065% TINT

LavenderC48 M67 Y0 K0#9568c4Pantone 2074 C

LightLavenderC31 M44 Y0 K0#af94c665% TINT

Deep SeaC78 M41 Y4 K0#3582bdPantone 2171 C

LightDeep SeaC52 M27 Y3 K0#7ea3d065% TINT

High SkyC71 M56 Y0 K0#5573c8Pantone 7452 C

LightHigh SkyC46 M36 Y0 K0#8b97cc65% TINT

BermudaC68 M15 Y18 K0#43aac5Pantone 631 C

LightBermudaC 44 M10 Y11 K0#8bc1d565% TINT

OnyxC50 M50 Y50 K100#000000PANTONE Black

WhiteC0 M0 Y0 K0#FFFFFFPANTONE White

COLOR PALETTE The primary color elements are rich black and crisp white. The approach to color is restrained, with the goal of letting the images of the treatment experience itself take center stage. Our fresh, modern, vibrant accent colors can be used sparingly to add emphasis.

When using a solid background with typography in the foreground, only use black or white.

Do not use one accent color more prominently than another.

*Black is the preferred logo color. Do not use accent palette.

PRIMARY COLORS

SECONDARY COLORS

TINTS

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BRAND IDENTITY

Just Don’t Call it a Fac ial .

HydraFacial is registered in the United States Patent and Trademark Office by Edge Systems LLC. Copyright © 2017 Edge Systems LLC. All rights reserved. P/N 19650 - 01 - C

VISUAL INSPIRATIONBuilding on a celebration of our uniqueness, we embrace a crisp, bold, more modern, high-contrast, design-inspired world with controlled riots of color, where we never blend in — yet at the same time feel right at home.

Adding a burst of color to a minimal world is the visual manifestation of how we make people feel when we reveal a brighter, more buoyant, more confident life through amazing skin.

Think: minimal, black and white pop up shop surrounded by a splash of round balloon art. Or colorful posters on white walls. Or bright lanyards on a black and white outfit.

Hydrafacial is registered in the United States Patent and Trademark Office by Edge Systems LLC. Copyright © 2017 Edge Systems LLC. All rights reserved. P/N 19429 - 01-D

Just Don’t Call It

a Fac ial .No pain

all gain .Face L ife

Face F irst.

Enjoy the exper ience .

Del ight in the result.

3 steps. 30 minutes. The Best skin of your life.

Cleanse + PeelUncover a new layer of skin with gentle

exfoliation and relaxing resurfacing.

Extract + HydrateRemoves debris from pores with painless

vortex suction. Nourishes with intense moisturizers that quench skin.

Fuse + ProtectSaturate the skin’s surface with antioxidants

and peptides to maximize your glow.

Rack Card (4”x9”): Option 3

Face L i fe Face F i rst.

HydraFacial is registered in the United States Patent and Trademark Office by Edge Systems LLC. Copyright © 2017 Edge Systems LLC. All rights reserved. P/N 19429 - 04 - D

Live confidently through amazing skin. Make the best first impressions.

Enjoy the experience. Delight in the result. Let’s do this again.

hydrafacial.com

HydraFacial is registered in the United States Patent and Trademark Office by Edge Systems LLC. This product and its use are covered by one or more U.S. and International patents. Patent info: www.hydrafacialco.com/patents. Other U.S. and foreign patents pending. Copyright © 2017 Edge Systems LLC. All rights reserved. P/N 19720 - A