Presented By Beauty Expert & CEO of American Private Label David Pollock. raising the bar. Going Beyond Green

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1 Presented By Beauty Expert & CEO of American Private Label David Pollock raising the bar Going Beyond Green

2 BeautyInnovation The New Frontier In Beauty Social Media The Electronic Soap Box Strategies For Today s Consumer Leading The NEW Frontier

3 Forget Natural Forget Organic The NEW FRONTIER Is SAFE COSMETICS

4 Brands MUST Adapt Or Become EXTINCT Retailers MUST Adapt Or Prepare For A Revolt Consumers Are Starting To DEMAND Safe, Non-Toxic Products

5 The New Frontier Safe Cosmetics Going Beyond Green

6 Safe Cosmetics vs Natural Cosmetics Today s consumer is savvy. She has discovered: Cosmetics is a self-regulated industry The FDA regulates or bans 11 ingredients, while the EU regulates 1,100 ingredients Tricks of the industry can mislead consumers Some ingredients found in products she uses every day can be DANGEROUS The word Natural which was thought to be a solution however, the term Natural is NOT REGULATED

7 Dangerous Chemicals To Avoid Parabens Phthalates Synthetic Fragrances Synthetic Dyes Petro-Chemicals GMOs 1,4 Dioxane(The Hidden Danger)

8 Even Worse TraditionalSkin Creams Contain ONEIngredient That Is HARMFUL To The SKIN That Is, UNTIL NOW!

9 Soap Based Emulsifiers The ONE Ingredient That Is Harmful To The Skin Is The Soap Based Emulsifier! This harmful ingredient can be listed under a variety of different names, including ingredients containing the word or words: Emulsifying Wax, Polysorbate, Stearate, Steareth, Cetearyl, Ceteareth and many others.

10 The Problem Traditional skin creams leave an emulsifier or soap residue that remains on the skin until washed off. This soap residue damages the skin by: 1 EmulsifingThe Lipid Barrier -Soap residue slowly emulsifies lipids throughout the day. Then, upon washing, the emulsified lipids are rinsed away along with the soap residue. The damage caused to the lipid barrier can lead to drier skin and accelerate the signs of aging. 2 Disrupts ph -The Epidermis has an acidic ph of 4.5 to 5.4, which varies person to person. Traditional skin creams have a ph of 6 to 7. Soap residue maintains an abnormal ph until washed away. Your body fights back by producing excess sebum, resulting in creating different skin types and problems like rosacea, adult acne and premature signs of aging 3 Interferes With Normal Skin Homeostasis Scientists have discovered that the skin has a Natural Healing Zone. When the skin is at it s optimum ph of 4.5 to 5.4, the body naturally produces hydrolytic enzymes and triggers the formation of essential intercorneocytelipids that actually replenish and repair the Lipid Barrier. An abnormal ph disrupts that process.

11 Even Worse. Ethoxylatedemulsifiers can contain the carcinogen 1,4 Dioxane Wait! 1,4 Dioxane Is NOT Listed On The Label? and according to the FDA, can be identified by the prefix, word, or syllables NOPE! IT S HIDDEN. PEG, Polyethylene, Polyethylene Glycol, Polyoxyethylene, -eth, or -oxynol. New Beauty Innovations like are offering Soap-Free Emulsions.

12 Social Networking The Electronic Soap Box Social Networking, Blogging, On-Line Information

13 Before The Internet Before the Internet, the saying use to be: If the customer has a good experience, they share it with A FRIEND If the customer had a bad experience, they shared it with TEN FRIENDS With the Internet and Social Networking, the customer has a voice and can instantly reach several friends, hundreds of friends or even thousands of friends with one click of the mouse!

14 Consumers Have A Voice Consumers can easily share information, experiences, product suggestions and reviews with Face Book & Other Social Networks You Tube Beauty Blogs Personal Blogs Reviews on Retailers Websites On-Line Publications Consumer Advocate Groups

15 In Response Brands must adapt to this new media with a pro-active approach. Some already have established teams to create: Face Book Fan Pages and Increasing Likes Funny & Demonstrable Videos for You Tube -in Hopes of Going Viral with 1 to 10 Million Views Postings on Beauty Blogs Relationship Building With Auto Responders

16 Proposed Legistlation Consumers are being heard. In response, legislators have recently proposed changes that would: Phase out ingredients linked to cancer Close labeling loopholes, including constituent ingredients of fragrance and salon products Provide adequate funding to the FDA to provide effective oversight of the cosmetics industry Require registration of manufacturing facilities New review for safety of an ingredient intended for use in personal care products Establish industry-wide Good Manufacturing Practices requirements Surprising to some these are not already in place

17 Strategies For Today s Consumer Leading The New Frontier

18 Developing A Strategy 1. Establish Safe Cosmetics Guideline 2. Create Retailer Safe Cosmetics Seal or Logo 3. Collaborate With Manufacturers On A Phase-In Timeline 4. Highlight Ingredients NOT Contained In Product 5. Increase Customer Service & Knowledge Database With Ingredient Statements and Safety Information

19 Establish Safe Cosmetics Guideline & Seal Implement a section for Safe Cosmetics Adapt the EU standards for the qualification of Safe Cosmetics. The FDA bans only 11 ingredients, while the EU bans more than 1,100, including chemicals linked to cancer and birth defects Ask brands to sign Compact For Safe Cosmetics Whole Foods & Sephoracreated a criteria & their own seals to allow brands to promote their commitment

20 Phase-In Timeline Reformulating takes time Brands & Retailers MUST collaborate Implement changes in Phases, for example: Phase 1: Within 1 year, eliminate the most touted dangerous chemicals: Parabens, Sulfates, Ethoxylated Materials, Etc. Phase 2: Within 2 or 3 years, continue phasing out or limit the ingredients regulated by the EU Cosmetics Directive

21 Promoting Ingredients Avoided On-Shelf or On-Line, list ingredients NOT contained in a product. Even call out 1,4 Dioxane Free! One retailer already lists on their website under each product: What it is formulated WITHOUT: -Parabens -Sulfates - Synthetic Fragrances - Synthetic Dyes - Petro-Chemicals - Phthalates -GMOs -Triclosan

22 Knowledge Database Savvy consumers are becoming more proactive. They are ing and calling retailers and manufacturers asking the right questions. RETAILERS & MANUFACTURERS MUST Establish Contacts ---AND MOST IMPORTANTLY, make sure to respond within 24 hours with answers Build A Database with Chemical Definitions/Safety Comments Give Access To Customer Service ---so your custom relations department can answer questions and stand out from the competition

23 The Industry Is Changing SAFE COSMETICS The New Frontier of is here. Consumers have a voice and are demanding brands & retailers make a change! Create your strategy TODAY!

24 Secrets The Beauty Industry Doesn t Want You To Know This revealing book is shaking up the beauty industry by empowering women to realize their true beauty, explaining effects various foods have on your skin, uncovers tricks of the trade, exposes how some skin creams can accelerate the signs of aging and takes a deeper look at the trend towards Safe Cosmetics! ECRM Attendees Receive A FREE Book Visit and use coupon code: ECRMFREE

25 For technical questions: American Private Label works as a PARTNERcreating beauty brands and helping companies become a leader in Safe Cosmetics. Our services include: Product Conceptualization Packaging Design Brand Development Turn-Key Project Management Research & Development Clinical Testing Quality Control Manufacturing

26 Going Beyond Green Thank You!