Milestone of Cosmetic History

Now people want to live better: convenient, healthy, and looking good

Cosmetic grows like a fashion, since it is more lifestyle and being our 'must have' daily now

Cosmetic claims grow and change according to people's need. Not only to cleans or treats.

Nowadays, cosmetic is part of women's life.

Women Today

Strong

Active

Beautiful

They are concern about :

Building healthier lifestyle

Taking care of her skin

Modern woman:

Embrace natural beauty

Moving away from manequin

What are women need today to 'take care' of their skin?

Healthy skin

Brighter / Lighter skin

No sign of aging

No pimples

No shinny face & big pores

Most of Asian women want their skin become

lighter form their original skin's color

Nowadays Skin Care Trend: Whitening is driving the growth

Volume : Skincare by Segment | 2010 vs 2009 by : AC Nielsen

Cosmetics-Launches by Claims •  Global and Regional Retail Market

Source : Mintel

Claims

No.ofLaunches

%LYRGrowth2005 2009

LongLasting 0 11428 58%

Brightening/Illuminating 0 10764 108%

Seasonal 1091 7657 101%

Botanical/Herbal 661 6154 83%

Moisturizing/Hydrating 0 7436 62%

Vitamin/MineralFortified 942 3765 41%

UVProtection 1161 2847 13%

LimitedEdition 1434 2459 13%

EaseofUse 232 6660 268%

Fragrance‐Free 456 3266 19%

Total 7982 64445 69%

Why Today People Want to Get Lightened Skin?

Since the latest 4 years until today, Lightening Products has become the rising star

AC Nielsen, MINTEL and Euromonitor said that most consumer want to get their skin lighter to improve their performance

They are so many lightening or whitening products in the market and we don't know which one is better and safe

Most people only want to get their skin lighter even “whiter” compare to their original skin's color and don't pay attention to its ingredients

What we can do to educate consumer?

Consumers need to get know-how about Skin Pigmentation and Skin Lightening, so that they can evaluate their skin, before they decided to get skin treatment

Consumers have to know the risk if they are using prohibited ingredients in their cosmetic

Consumers have to get their self esteem by feeling good about themself – discover how to look great by feeling great – and always get positively beautiful

Wardah Highlight

As Halal pioneer in cosmetic industries and one of biggest indonesia's cosmetic brand, Wardah

encourage to bridging this global market trend into product's realization that can help million women to feel more confident through their bright, health and

beauty skin.

Concern to Halal, Wardah not only develop cosmetics with high quality of raw materials, but also

ensure that all of raw materials can meet the requirements of Halal.

Start from Your Skin

Know your skin well will help you to get proper product and treatment

Knowing your Skin Type is Important

Once you know your skin type, you will have a clearer understanding of which product formulations work best for you.

For example, if you have oily skin you want to avoid overly-emmolient or greasy formulations at all costs.

Converselly, if you have dry skin you will want formulations with creamier, richer base.

Skin Types

Normal Skin •  No sign of oilyness or dryness

Dry Skin •  Most areas appear dry, flaky, matte, or feel

tight

Oily Skin •  Four hours after cleansing, skin has excess oil,

shinny; and also has big pores

Combination Skin •  Some areas are oily and some areas are dry

Sun Damaged & Hyperpigmentation The linked image cannot be displayed. The file may have been moved, renamed, or deleted. Verify that the link points to the correct file and location. We have to protect our skin

from sun rays, because it can cause:

1. Skin damaged, irritation

2. Discoloration, hyperpigmentation

3. Aging

4. Skin cancer

The key point: using skin care isn't only for your

beauty but it because of our necessary to

maintain and improve our health

Sun Damaged & Hyperpigmentation

She is the taxy driver - It shows side of face exposed to window (more sun rays); and side of face away from window

Know Your Skin

Skin's structure consist of 3 layers :

1. epidermis

2. dermis, (corium or cutis)

3. hypodermis/endodermis (subcutanea, or subcutis)

SKIN Skin's structure consist of 3

layers :

1. epidermis

2. dermis, corium or cutis)

3. hipodermis/endodermis (subcutanea, or subcutis)

Upper layer of epidermis, consist of keratinized cells and renewed every 4 weeks (normal regeneration time for skin's cell is 28 days), but this process become slower due to our age.

In this layer, epidermis cells (keratinocyte) are being regenerated. In this part, there is transparent cells produced melanin (skin pigmen)

SKIN COLOR

  Melanin pigment play dominant role in skin color determination

  This pigment produced in epidermis layer (transparent part, between epidermis and dermis)

SKIN COLOR

  Melanin production process :

  Melanin produced in melanocyte, catalysed by tyrosinase enzyme. This process run well in high temperature or under UV rays exposure

Darker skin after sun ray exposure (290-320 mm wave length) is the result of no two step process. Firstly,

physic and chemistry reaction cause melanin color within melanocyte become darker and trigger it fastly to enter

keratinocyte. Second, this process accelerated and increase melanin amount in cells.

SKIN Skin's structure consist of 3

layers :

1. epidermis

2. dermis, (corium or cutis)

3. hipodermis/endodermis (subcutanea, or subcutis)

Concist of elastic fiber, collagen, that support skin's elasticity and prevent from dryness.

Lack of protein, nutrition, and aging factor caused this ability is decreased, reduof skin's elasticity and encourage wrinkles.

In addition of our age, amino acid's level of collagen's precursor decrease and result in lack of quality collagen. Besides, lack of moisture, and dry.

This low quality collagen cannot support skin's structure well, and resulting wrinkle and aging skin.

UV

Keratinocyte

MC

Keratinocyte

Firstly, physic and chemistry reaction cause melanin color within melanocyte become darker and trigger it fastly to enter keratinocyte. Second, this process accelerated and increase melanin amount in cells.

PIGMENTATION

How to enhance our skin appearance?

1. Exfoliate deadskin cell & black spot

2. Always keep our skin moisturized

3. Use active ingredients that can stimulate cell's regeneration & maintain healthy skin

To Get Lightened Skin   Pigmentation can be avoided by depigmentation process

  Depigmentation process of skin occurs, within several mechanism :

–  Prevent skin from harmful UV rays

–  Destroy melanocyte's characteristic selectively

–  Influence melanin synthesis

–  Inhibit tyrosinase (enzyme) production

  Basicly, depigmentation process can be enhanced by cosmetic product. But, we must take proper actives or raw materials to get the best formula that suit to our skin. Some of active ingredients can harm our skin. For example :

–  Hydroquinon : It Inhibits tyrosinase (enzyme) production, but potentially iritates skin (resulting redness and skin burn). It also can result in rebound effect when we exposed to sunlight.

–  Mercury : It just like skin bleaching, destroys melanocyte, toxic and harmful to body, and can accumulate in our organ

–  Retinoic Acid: it also can irritate skin and can cause skin damaged if we don't use with proper under doctor's treatment.

The Best Lightening Skin Concept: Get through your Naturally Skin

Regeneration Process

Be curious to instant effect --> Is it safe? Is it necessary or not?

Wardah Lightening Skin Concept: Working as your skin natural regeneration

We concern to maintain your skin's health

We use 2 STEPS concept, in order to get your skin more adaptable to active ingredients.

STEP 1 – lower concentration of actives

STEP 2 – higher concentration of actives

Wardah Highlight

As Halal pioneer in cosmetic industries and one of biggest indonesia's cosmetic brand, Wardah

encourage to bridging this global market trend into product's realization that can help million women to feel more confident through their bright, health and

beauty skin.

Concern to Halal, Wardah not only develop cosmetics with high quality of raw materials, but also

ensure that all of raw materials can meet the requirements of Halal.

Treatment for Whitening / Lightening

Day care Night Care

Prevention of Pigmentation

Removing of Pigmentation

Spot Care

UV protection

Anti oxidant

Anti inflammation

DNA repair

Inhibit Melanin Synthesis

Inhibit Melanosome transfer

Anti oxidant

Peeling

Cell activation

Anti oxidant

Peeling

Wardah Lightening Series Concept

Wardah Lightening Series Concept : Working as your skin natural regeneration

Wardah Lightening Series has been formulated to deliver brighter skin with these process :

1. Protect skin from sun light (UV A & UV B exposure) - (day time)

Sun light exposure will increase melanin's amount, darken it and accelerate its migration to keratinocyte. Protection from this UV A and UV B radiation will prevents that process.

2. Decrease free radicals that caused by sun light (UV rays)

Vitamin E & C within this formulation work as anti-oxidant.

3. Inhibit tyrosinase's enzyme activity

In melanocyte, tyrosine changed to melanin helped by tyrosinase. Alpha Arbutin & 7 Actives White Complex + Licorice extract in Lightening Series work to inhibit this process.

Wardah Lightening Series Concept

4. Extrude oxidation process on the skin

Pigmentation is an oxidation process. Presence of Vitamin C will depress oxidation chain process within melanin synthesis.

5. Inhibit melanin transfer/migration

Vitamin B3 inhibits melanin transfer.

6. Exfoliating

AHA can stimulate cell's regeneration by it's peeling properties.

7. Wardah also enrich its Lightening series with : Seaweed extract, lactic acid, aloe vera extract & allantoin (help to maintain

skin's

moisture), and other plant extracts

Most Important

Don't only consider instant result to choose cosmetic products, we should also think about the long term effect

Be confident with yourself. Wardah encourage women to feels good about themselves, and to inspire others.

Looks Good, Feel Good, with the right and proper treatment.

Positively beautiful, every women is beautiful. But it doesn't mean that you don't need to treat your skin and don't care about your performance.

Healthy Skin is hallmark of beauty, and the “canvas”you paint all your other

beauty tricks on. But it's not going to stay healthy without your taking care of it!

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