marketing plan - quarz ag...peter thomas roth un-wrinkle peel pads 90 pieces 142,90 € 1,58 / pcs....
TRANSCRIPT
M A R K E T I N G
P L A N
2019 - 1 st Half
G O A L S 2 0 1 91. Institute cosmetics live by:
• Highly effective products with innovative effects
• Launch of new products, effective treatments and informative training programs
2. Promotion Topics
• Launch of attractive promotions & starter kits
3. Improvements and extensions of the training- + treatment
concepts
• New therapeutic focus:
The best combination possibilities of activating products and apparativetreatments
4. A new strong focus on visualization
MARKETING PLAN 2019TOUR 1 / March TOUR 2 / April TOUR 3 / 2nd July / August TOUR 4 / Oct. / Nov.
SKIN BOOSTER
POWER START
AVAILABLE
BCG WARE-
HOUSE
DEEP CLEANSING
AVAILABLE
BCG WARE-
HOUSE
SKIN PERFECTION
AVAILABLE
BCG WARE-
HOUSE
EFFECT TREATMENTS
AVAILABLE
BCG WARE-
HOUSE
SKIN BOOSTER Detox-Thermopeeling Apr 19 Anti-Age Day Care Jul 19 Re-Promotion
Re-Promotion Anti-Age Night Care Acid Treatments &
Anti-Age Eye Care Needling
PROFESSIONAL SIZE
Anti-Age Day Care Jul 19
Anti-Age Eye Care
Replacement for 2 professional refer.
Sep 19
Detox-Cleansing Treatment Anti-Aging Treatment Effect Treatments
SKIN BOOSTER CLEANSING ANTI-AGE RE-PROMOTION
Backcard for Mini-Display Samples Peeling-Mask Window Display Window Displays
User Guide Window Display Brochure Brochure
Window Display Samples Backcard for Display
Samples & GWPs
KEY LAUNCH
TREATMENTS
SALES PROMOTION MATERIAL
Replacement for 3 anti-aging
references
New Anti-Age
X-Mas Set
PROMOTION
tbd
tbd
tbd
▪ Anti-Pollution& Inflam Aging Serum
▪ PepTox Serum Fluid
▪ Anti-Ox Anti-Glycation 2.5 Serum
▪ Anti-Ox Anti-Age 0.3 Serum
▪ Lacto-Glucan Lifting Maske
▪ Lacto-Peptide Serum-in Cream
▪ Anti-Age Retinol 0.3 Creme
▪ Anti-Age Sheetmask
PRODUCTGEOGRAPHY RETAIL 2019
▪ Gentle cleansing milk
▪ Refreshing facial lotion
▪ Radiance Boost gel
▪ Skin refine peeling
▪ Thermo Exfoliation-Mask
C L E A N S I N G
▪ Perfect Hydr. 24-h Pflege
▪ Perfect Hydr. 24h extra rich
▪ Perfect Hydr. Augenpflege
D R Y S K I N
M O I S T U R E
▪ Skin Resurface Acid Serum for
impure skin
▪ Cleaning Fluid
▪ Clarifying Lotion
▪ Anti-Blemish Stick
▪ 24h Care impure combination
skin
▪ 24h Care of dry skin
▪ Anti-Aging care greasy skin
▪ BB Cream for greasy skin 01
▪ BB Cream for greasy skin 02
▪ Clarifying fleece mask
I M P U R E S K I N
C L E A R +
▪ Hyper Sensitive 24-h Care
▪ Hyper Sensitive Eye- & Lipcare
▪ Restructuring Concentrate
▪ Calming Cream
▪ Rose-Calming Serum
S E N S I B L E H A U T
A N T I - R E D N E S S
H Y P E R S E N S I T I V E
S K I N S P E C I F I C C A R E
▪ Collagen Boost Daycare
▪ Collagen Boost Eyecare
▪ Collagen Boost Nightcare
▪ Anti-Age Daycare
▪ Anti-Age Nightcare
▪ Anti-Age Eyecare
B A S I S A N T I A G E
▪ EGF/R Cell Booster 24 h
Care
▪ EGF/R Cell Booster Eye care
▪ EGF/R Cell Booster Serum
A A L U X U R U Y
C L E A N S I N G & E F F E K T C A R E
A N T I - A G I N G
Relaunch 4 Ref.
Discontiued 4 Ref.
Range Retail 2018
9 lines
50 Reference
▪ CC Cr. SPF 20 Tired Skin
▪ CC Cr. SPF 20 Redness
▪ UV Protection SPF 30
▪ High-UV Protection SPF 50
▪ DD Cream light
▪ DD Cream dark
TEINT & UV- Protection
S E N S I T I V E S K I N
▪ Intense hydrate serum
▪ Hyaluronic acid.-gel concentrate
▪ Hyaluron concentrate 10
▪ Pore-refining Serum
▪ Anti-Pigmentation Serum
▪ Vitamin C Concentrate 15
▪ Acid Serum Anti-Age
▪ Instant Lift Serum
S K I N B O O S T E R
A N T I - A G I N G
A N T I - A G I N G
PRODUCT GEOGRAPHY CABINET 2019
▪ Gentle cleansing milk
▪ Refreshing facial lotion
▪ Radiance Boost Gel
▪ Skin refined peeling
▪ Silky Enzyme Peeling Powder
▪ Thermo Peeling-Mask
C L E A N S I N G
▪ Perfect Hydr. 24-h Care
D R Y S K I N
M O I S T U R E
▪ Cleaning Fluid
▪ Clarifying Lotion
▪ Clarifying mask BD + MD
▪ 24h care impure combination
skin
▪ Anti-Aging care impure skin
▪ Deep Cleansing fleece mask
▪ Serum impure skin BD + MD
I M P U R E S K I N
C L E A R +
▪ Hyper Sensitive 24-h Care
▪ Hyper Sensitive Eye- & Lipcare
▪ Restructuring Concentrate
▪ Rose-Calming Serum
S E N S I T I V E S K I N
A N T I - R E D N E S S
H Y P E R S E N S I T I V E
▪ Vitamin C Conc.15%
▪ Hyalurons.-gel concentrate
▪ Instant Lift Serum
▪ Lipid massage creme
S K I N S P E C I F I C C A R E
▪ Collagen Boost Day Care
▪ Collagen Boost Eye Care
▪ Anti-Age Day Care
▪ Anti-Age Eye Care
B A S I S A N T I A G E
▪ EGF/R Cell Booster 24 h Care
▪ EGF/R Cell Booster Eye Care
▪ EGF/R Cell Booster Serum
A A L U X U R Y
C L E A N S I N G & E F F E C T C A R E
New Launch 3 Ref.
Discontinued Products 4 Ref.
▪ Acid-Neutralizer
▪ AHA-Acid 20 %
▪ AHA-Acid 30 %
▪ AHA-Acid 40 %
▪ AHA-Acid 50 %
▪ Skin Booster Impure Skin PH 3,0
▪ Skin Booster Anti-Age pH 3,0
▪ Skin Booster Sensitve PH 3,0
A C I D S
▪ UV Protection LSF 50
TEINT & UV-SCHUTZ
▪ Hyaluron Concentrate 10%
▪ Lacto-Glucan lifting mask
▪ Anti-Age fleece mask
S K I N B O O S T E R
Range Cabinet 2019
37 References
B e g i n n i n g o f
t h e y e a r
S K I N B O O S T E R
R E - P R O M O T I O N
T O U R 1 / 2 0 1 9
Marketing\IM\IM_BIODROGA\PRÄSENTATIONEN\BIODROGA_MD\SONSTIGES\SKIN-BOOSTER_AKTION.pptx
The Situation:
• The assortment restructuring is completed
• The BIODROGA MD assortment is compact and clear
• The new SKIN BOOSTER products are all available
• SKIN BOOSTER is our brand highlight and a central component of
the Cellmed Method
The Goal:
• Focus on the new appearance of the SKIN BOOSTER line.
• Focus on communication, promotions and advertising support
TROUBLE SHOOTING
for the sk in
THE POWER START INTO THE NEW YEAR
Marketing\IM\IM_BIODROGA\PRÄSENTATIONEN\BIODROGA_MD\SONSTIGES\SKIN-BOOSTER_AKTION.pptx
Especially in autumn and winter, the skin struggles with additional burdens!
Cold and damp weather, overheated rooms and little fresh air make it
difficult.
Skin problems increase, the skin is stressed, often dry, prone to inflammation,
is poorly supplied with blood and is less supplied with oxygen and nutrients.
The start to the new year- an intensive spa program for the skin is needed
What can the spa program do?
• Balance beauty sins, solve skin problems, regenerate the skin
TROUBLE SHOOTING
FOR T H E S K I N
THE POWER START INTO THE NEW YEAR
Marketing\IM\IM_BIODROGA\PRÄSENTATIONEN\BIODROGA_MD\SONSTIGES\SKIN-BOOSTER_AKTION.pptx
T H E F A S T W A Y T O T H E
S K I N H E A L T H
T h e B I O D R O G A M D C E L L M E D M E T H O D
Start your spa program with the systematic development of skin health following
the CELLMED METHOD
4 successive steps maximize the effectiveness of dermaceutical high-tech care
which ensure optimal care and protection of the skin.
Antioxidative Active Ingredients
Specific Skin Care
Complexion Product& UV-Protection
Cleansing& Peeling
Cell Protection & Activation Skin Care& Protection
Sun Protection& Finish
Skin Opening
Marketing\IM\IM_BIODROGA\PRÄSENTATIONEN\BIODROGA_MD\SONSTIGES\SKIN-BOOSTER_AKTION.pptx
Cleansing and scrubs rid the skin
of residues and open the pores. They optimize the absorption of the following active ingedients:
Serums are powerful ingredient suppliers. They are the most
intensive care step. The concentrated active ingredients
penetrate the skin and specifically develop their effects.
Cream formulations nourish the skin surface, provide it with lipids
and moisture, support the action of the serum and protect
against external influences
UV-Protection is essential for maintaining regular and youthful
skin. All complexion products contain SPF and antioxidants.
T R O U B L E S H O O T I N G W I T H
C E L L M E D M E T H O D
Perfect in combination with an acidic cure.
R E - P R O M O T I O N
S K I N B O O S T E R
Actions and Activities around the SKIN BOOSTER line
Marketing\IM\IM_BIODROGA\PRÄSENTATIONEN\BIODROGA_MD\SONSTIGES\SKIN-BOOSTER_AKTION.pptx
SKIN BOOSTERA C T I O N S - E X A M P L E S
6. Brochures: Skin Booster User Guide Which product is suitable for the respective skin
appearance?
Brochure User Guide
Ref. TO FOLLOW
LAYOUT NOT FINALLAYOUT NOT
FINAL
Page
Page
Page
Marketing\IM\IM_BIODROGA\PRÄSENTATIONEN\BIODROGA_MD\SONSTIGES\SKIN-BOOSTER_AKTION.pptx
SKIN BOOSTERS a l e s S u p p o r t
POSTER
Ref. TO FOLLOW
Backcard for
Mini-Sales Display
Ref. TO FOLLOW
Backcard
Ref. TO FOLLOW
Marketing\IM\IM_BIODROGA\PRÄSENTATIONEN\BIODROGA_MD\SONSTIGES\SKIN-BOOSTER_AKTION.pptx
SKIN BOOSTERS a l e s S u p p o r t
A C T I V I T I E S
Homepage Postings
Contest
Marketing\IM\IM_BIODROGA\PRÄSENTATIONEN\BIODROGA_MD\SONSTIGES\SKIN-BOOSTER_AKTION.pptx
S A M P L E S & G W P s
SKIN BOOSTERANTI-Pollution
&Inflamm-Aging
Serum
SKIN BOOSTERIntensiv
hydratisierendes
Serum
SKIN BOOSTERS A L E S S U P P O R T
REF. SAMPLES SKIN BOOSTERCONTENTS
ML
45634 Vitamin C Concentrate 15% 3
45636Lacto-Glucan Intense Lifting
Mask5
45637 Intensiv Hydrating Serum 3
45638ANTI-Pollution & Inflamm-Aging
Serum3
45645 Hyaluronic Acid-Gel Concentratet 5
REF. GWPs SKIN BOOSTERCONTENTS
ML
45646 Hyaluronic C Concentrate 15% 15
45647Lacto-Glucan Intense Lifting
Mask15
Marketing\IM\IM_BIODROGA\PRÄSENTATIONEN\BIODROGA_MD\SONSTIGES\SKIN-BOOSTER_AKTION.pptx
D E M O N S T R A T O R
DEMONSTRATION
DEMONSTRATION
DEMONSTRATION
SKIN BOOSTERS E L L I N G S U P P O R T
Ref. Product
45633 Hyaluronic acid gel concentrate
45635 PepTox Anti-Expressionlines Serum
45616 Lacto-Glucan Intense Lifting Mask
45610 Instant Lift Serum
45613 Intensive Hydrating Serum
45639 Vitamin C Concentrate 15%
45641 Pore-Refining Serum
45640 Anti-Pigmentspots Serum
45642
ANTI-Pollution & Inflamm-Aging
Serum
45643 Lacto-Peptide Anti-Age Cream
45644 Retinol Anti-Age Nightcare
I N N O V A T I O N
1. THERMO-EFFECT
2. DETOX 3. PEEL ING
T O U R 2
FOCUS ONINNOVATIVE PRODUCT PERFORMANCE
FOCUS THEME - PEELING
• We offer a wide selection of skin-specific
acids in the professional range.
• Complemented by a mild acid peeling in
the retail and professional range.
• Innovations-Launch:
Unique mechanical peeling with thermo-
effect and detox effect
Acid & Peelings are the first step in the CELLMED METHOD.
They lay the foundation for all further care steps.
We are expanding our cleansing range.
MARKET ANALYSIS& T R E N D S
Market Positioning
Peeling
MARKET ANALYSIS& T R E N D S
REVIDERM enzyme
peeling paste 50 ml55,00 € 1,10 / 1ml
Dermalogica Multivitamin
Thermafoliant 75ml 44,24 € 0,59 / 1ml
PETER THOMAS ROTH
UN-WRINKLE PEEL PADS 90 pieces142,90 € 1,58 / pcs.
Skinceuticals
Micro-Exfoliating Scrub 150ml 43,95 € 0,29 / 1ml
FOCUS ONINNOVATIVE PRODUCT PERFORMANCE
CREATE INNOVATIONSHeat has been proven to have a positive effect.
Its therapeutic effect is also used in the medical
field :
• Heat improves oxygen transport and nutrient
uptake in the tissue
• It leads to a reduction in muscle tonus (
relaxation of expression lines)
• Increases the blood circulation
• Lowers the blood pressure
• Improves the metabolism
• Relieves pain
• Has a calming effect
FOCUS ONNEW TOPICS
DETOX-THERMO-PEELING
The innovative formulation offers a versatile spectrum of effects:
• The increased temperature leads to an
intensification of biochemical activities.
• The heating provides an opening in the pores,
optimizes penetration of the active ingredients
and improves oxygen transport and dietary
uptake.
• The purification of impurities is facilitated.
• The microcirculation and blood circulation of
the skin is intensively promoted.
• Toxins are absorbed and neutralized.
• Mechanical exfoliating granules solve dead skin
cells.
FACTST H E R M O - E F F E C T - P E E L I N G
Series C L E A N S I N G
ProductThermo-Effect- Peeling
Retail
Thermo-Effect-Peeling
Professional
Item-Nr. NEW NEW
Mattified Glass
Jar75 ml 200 ml
RRP Germany
approx.39,00 € 27,20 €
Export Price
approx.8,70 € 11,60 €
Availability April 2019 April 2019
Deep Cleansing
Thermo-Effect-Peeling
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CLEANSING DETOX-THERMO-PEELING
DEEP CLEANSING WITH DETOX-EFFECT
SALES SUPPORTD E T O X - T H E R M O - P E E L I N G
Poster
Size: 594 x 841mm
Ref. to follow
Sample
Ref. to follow Layout not final
NEW MD THERMO EFFECT PEELING
NEW APPLICATION –
NEW PERFORMANCE – NEW FEATURES
I N N O V A T I O N
S M A R T
A N T I - A G I N G
T O U R 3
S I TUAT ION
The most successful segment of skin care is the area of anti-aging. The anti-aging market is the fastest growing care area.
I N C R E A S I N G D E M A N D F O R A N T I -
A G I N G P R O D U C T S
In 2016 anti- wrinkle care had a market
share of 43%.
For 2022 the share is expected to increase
to 70% .*
Anti-Aging Market Worldwide 2015 and 2021
*Source: https://www.statista.com/statistics/509679/value-of-the-global-anti-aging-market/
M A R K E T D E V E L O P M E N TIN THE ANTI-AGING SEGMENT
MARKET ANALYSIS& T R E N D S
MARKET POSITIONING
Peeling
MARKET ANALYSIS& T R E N D S
DERMALOGICA AGE
Smart Super Rich Repair 50 ml88,90 € 1,78 / 1ml
BABOR Collagen
Booster Cream Rich 50ml 99,00 € 1,98 / 1ml
BABOR Collagen
Booster Cream 50ml94,00 € 1,88 / 1ml
Peter Thomas Roth
Intens.Anti-Aging CellularCréme 50ml 115,00 € 2,30 / 1ml
SKINCEUTICALS A.G.E. Interrupter 50ml162,00 € 3,44 € VICHY Purete Thermale
Peelingcreme 75ml14,50 € 0,19 € / 1ml
M A R K E T D E V E L O P M E N TIN THE ANTI-AGING SEGMENT
W h a t c a u s e s g r o w t h ?
Growth is driven by demographic change. As people
around the world grow older, they live longer, creating a
demand for products that give them a feeling of health
and fitness and make them look younger.
MOTTO: We will get old later!
Many of the 50 – 70 year olds are just as active or even
more active as much younger people.
CONSUMERN E E D S
W H A T I S I M P O R T A N T F O R A N T I - A G E
C U S T O M E R S ?
Customers are self-confident and very well
informed.
▪ They expect effectiveness and quality
▪ They prefer serious statements from
exaggerated promises
▪ They feel younger than they are and want
to look the way they feel.
*source: asia.in-cosmetics.com
effectiveness
quality
VERBRAUCHER PRIORITÄTEN
T H E E X P E C T A T I O N S O F A N T I - A G E C U S T O M E R S
With increasing age the visible signs of skin aging become more and more
pronounced. The skin loses radiance and glow already in the late 20s/ early 30s,
wrinkles and pigment irregularities develop from the age of 30 to 35, and from
the age of 50 the facial shape loses its shape, the so called “sagging”
What has arisen over the years and decades can not disappear over night! The
demanding anti-age customer does not expect miracles, but she wants a visible
improvement in the skin condition!
➢ More elasticity
➢ Less wrinkles
➢ Tighter contours
➢ Radiant complexion
T H E C H A N G E S O S T H E S K I N
THE ANTI-AGINGT A R G E T G R O U P
T H E A N T I - A G E
C O N Z E P TT H E N E W G E N E R A T I O N O F T H E A N T I - A G I N G C A R E
O B J E C T I V E
Dermaceutical Anti-Age care in the current state of science
M E A S U R E S
Development of formulations with high-tech active ingredients
with scientifically proven maximum effect.
Launch of an innovative anti-aging line for the highest demand
T H E A N T I - A G E
C O N Z E P T
W H A T I S R E A L I S T I C ?
➢ A fresh and more vital skin after just a few
days
➢ After about 2 to 3 weeks reduced pores
and a refined skin texture
➢ Visibly reduced wrinkles and streamlined
contours after 6 weeks
I N N O V A T I V E – 2 N E W P E P T I D E S
G E N I A L – T H E D U A L P E P T I D E S C O N C E P T
T h e d o u b l e A n t i - a g i n g s t r a t e g y
T H E A N T I - A G EACTIVE AGENT CONZEPT
1. A signal peptide compensates for hormone-
induced loss of substance of the skin, which is
caused by the decline of the youth hormone
Klotho.
2. An encapsulated pentapeptide delays the
aging of the skin cells, while promoting skin cell
renewal and accelerating its renewal cycle.
Pentapeptid
A C T I V E S U B S T A N C E 1 :
K l o t h o A n a l o g P e p t i d e s
Klotho is a segment of the youth hormone Klotho
Klotho Analog Peptide is a signal peptide that copies
the effect of the youth hormone Klotho
With increasing age, the level of Klotho is reduced
Due to this reduced hormone level of Klotho loses its
substance!
Wrinkles develop, the resilience decreases.
In vivo double-blind study with 30 subjects:
150% improvement in skin elasticity
T H E A N T I - A G EACTIVE AGENT CONCEPT
A C T I V E S U B S T A N C E 2 :
P e n t a l a c t i n – e n c a p s u l a t e d
p e n t a p e p t i d e
The innovative peptide is embedded in a soft
sphere system of active delivery, based on
shea butter.
The transport system improves the penetration
of active substance into the skin.
Optimizes the absorption of the active
ingredient and releases the active ingredient
to the skin in an controlled manner.
Declaration
• Increases the skin cell renewal
• Accelerated skin cell renewal
• Slows cell aging
• Active the skins own cell purification process.
D A S A N T I - A G EACTIVE AGENT CONCEPT
In Vitro StudiesActivates skin cell proliferation
+ 203 % after 3 weeks
Beschleunigte Hautzellerneuerung
SMART ANTI-AGETHE PRODUCTS
RETAIL
CABINET
RETAIL
CABINET
RETAIL
THE NEW SMART ANTI-AGE LINE
REPLACES THE PREVIOUS ANTI-AGE LINE
LAYOUT NOT FINAL
Day Care
Eye Care
Night Care
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Series S M A R T A N T I - A G E
ProductCollagen Power Day
Care
Collagen Power Night
Care
Collagen Power Eye
Care
Item.-Nr. NEW NEW NEW
Frostet Glass
Jar50 ml 50 ml 15 ml
RRP Germany
approx.82,00 € 87,00 € 58,00 €
Export Price
approx.16,50 € 17,50 € 11,80 €
Availability July/August 2019 July/August 2019 July/August 2019
FACTSS M A R T A N T I - A G E
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SeriesS M A R T A N T I - A G E
C A B I N E T
ProductCollagen Power Day
Care
Collagen Power Eye
Care
Item.-Nr. NEW NEW
Dispenser 200 ml 50 ml
RRP Germany
approx.---- ----
Export Price
approx.26,50 € 15,70 €
Availability July/August 2019 July/August 2019
FACTS S M A R T A N T I - A G E
SMART ANTI-AGE
Collagen Power
Tagespflege
Day Care
Soin Jour
197 g NET WT. 6.9 OZ.
KLOTHO SIMILE PEPTIDE +
PENTALACTIN
SMART ANTI-AGE
Collagen Power
Augenpflege
Eye Care
Soin Yeux
KLOTHO SIMILE PEPTIDE +
PENTALACTIN
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SALES SUPPORT S M A R T A N T I - A G E
Poster
Size : 594 x 841mm
Ref. to follow
Samples
Collagen Power Day Care
Ref. to follow
Layout not final
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SALES SUPPORTS M A R T A N T I - A G E
TESTER
Original with Demo-Label
Day Care Ref. NEW
Night Care Ref. NEW
Eye Care Ref. NEW
Backcard for Standard Sales
Display, 320 x 370mm
Ref. NEW
Layout not final
C O M I N G S O O NT H E N E W ANTI-AGING GE N E R A T I O N
F U R T H E R P R O M O T I O N S & A C T I O N S
U N D E R D E V E L O P M E N T
W E A R E H A P P Y T O P A S S O N O U R K N O W L E D G E
UltrasoundRadiofrequency Needling Pen
perfectly combined for best results – Booster products plus
apparative treatments.
New treatment concepts with detailed information for convincing treatment results and satisfied customers
FOCUS ON
APPARATIVE TREATMENT CONCEPT
Iontophorese
S Y N E R G Y E F F E C T ST H R O U G H P E R F E C T C O M B I N A T I O N
1. New technologies have created new
anti-aging treatments, devices and
products that accelerate growth in the
anti-aging system.
2. Today the incorporation of apparative
treatment steps into classic treatment
is an indispensable part of beauty
professionals worldwide.
3. High-End care products combined with
the right equipment allow for amazing
treatment results.
G R O W T H B O O S T E R S C I E N C E A N D T E C H N O L O G Y
S Y N E R G Y E F F E C T ST H R O U G H P E R F E C T C O M B I N A T I O N W H I C H P R O D U C T W I T H W H I C H D E V I C E ?
The optimal combination of products and suitable devices decisively determines the success of the treatment .
We have developed the perfect combinations in extensive test series and developed the perfect steps, how our effective MD
products can perfectly be combined with technical equipments that are used in the institutes in order to obtain the best possible results.
A detailed info folder has been created and will soon be available for you on the ftp server for download & national adaption. Take
advantage of this new medium to inform your internal staff
as well as your institute clients about the possibilities of MD in
apparative use.
We wish you a successful
MD-year 2019 !