A.M.O.S. Breakthrough Technology Signature innovation of Ethix Skincare

Transcription

1

2 A.M.O.S. Breakthrough Technology Signature innovation of Ethix Skincare A.M.O.S., the Advanced Molecular Oxygen Substance is a revolutionary, state-of-the-art scientific achievement available only in Ethix Skincare. A.M.O.S. is nearly 70% molecular oxygen compound stabilized in a unique crystalline matrix. Doctor and dermatologist tested, A.M.O.S. is absolutely non-toxic, antibacterial, contains no alcohol, acids, dyes or peroxides. The first generation Ethix Skincare line is comprised of six sprays and a serum combining the proprietary science of A.M.O.S. with therapeutic botanicals to create a new generation of oxygen-rich skincare products.

3 Florence Déprez Richard Wright The husband and wife team of Richard Wright and Florence Déprez is the creative force behind Ethix Skincare. They can be reached at or 15 years of photographing celebrity fashion featured in Elle, W, Arena, Vogue, L Officiel, L Optimum, Premiere and People Magazine inspired Richard Wright to venture into this facet of the beauty arena; creating Ethix Skincare. The idea originated when a scientist friend introduced Richard to the Advanced Molecular Oxygen Substance, a breakthrough discovery. Oxygen is the essence of life. From the moment I began working with the A.M.O.S. and its creator, the benefits were amazing. The texture and radiance of the skin are both essential in my work; the A.M.O.S. has an astonishing effect on skin. he states. Fascinated by this unique ingredient, Richard felt compelled to introduce the A.M.O.S. innovation to the world. In 2000, he teamed up with his wife Florence, a French-Japanese former model and advertising consultant for international cosmetic groups. Together, they spent the next two years researching and developing Ethix Skincare s formulations with naturopathic physician and partner Quentin Rodemeyer and with the support of the scientist, and advice from top professionals in the cosmetic industry. Their expertise in the fashion and beauty industry came into play when branding Ethix Skincare. I want to keep a very generic, gender-neutral presentation to get the message across that Ethix is first and foremost for skin, not just for women or for men, not for old or young, it s for skin. True to this philosophy, Ethix Skincare promotional images feature a futuristic Adam and Eve who symbolise what Richard calls a genesis, or rebirth of the skin. The Wrights passionate dedication has produced Ethix Skincare s debut line, 7 revolutionary formulations, combining the proprietary science of A.M.O.S. with therapeutic botanicals to create a new generation of oxygen-rich skincare products. The idea is to create a valid product with integrity and take that to a bigger marketplace so that people do benefit from it," Wright concludes. Embraced by the press, Ethix Skincare is already a hit with a devoted clientele of celebrities, models and actors including Robin Wright-Penn, Johnny Depp, Robert Downey Jr., Lisa Ann Cabasa, surf champion Kelly Slater, top model Kirsty Hume as well as professional make-up artists.

4

5

6

7

8 By Laurence Beurdeley A.M.O.S a molecule that will revolutionize the world of cosmetology and beauty care. Active principle, Oxygen. The Ethix line opens a new route in cosmetology, supported by a revolutionary 68% molecular oxygen compound stabilized in a unique crystalline mineral matrix. Used in hospitals as a therapy to treat skin diseases, oxygen helps the regeneration of the epidermis by stimulating its metabolism. Photographer and film director, Richard Wright, and his wife Florence, an advertising consultant, his sister Robin Wright-Penn and several of her Hollywood friends thoroughly tested the active ingredient discovered by a chemist from Texas. Seeing the positive results, Richard was soon convinced by its exceptional qualities. ( ) Applied on the skin by way of a spray (there are 6 different sprays, according to the care needed, plus a serum), the aqueous solution gives whoever sprays it on their face a luminous, regenerated, natural, baby skin. Henri Bendel is the first store to carry Ethix Skincare. (Extract)

9 Press Release Ethix Skincare makes its debut in New York at Henri Bendel New York City, January 24, 2003 Henri Bendel launched Ethix Skincare this Friday in New York. More than 100 editors and cosmetics professionals attended the event. The line is now available at the Body and Soul corner of the cosmetics department on the first floor. The first generation Ethix Skincare line is comprised of six sprays and a serum designed for all skin types in either oil free or essential oils formulations. These all-natural formulas are designed for women and men, offering solutions that balance and restore radiance to varied skin types regardless of gender, age or race. We feel that Henri Bendel is the ideal location to introduce Ethix Skincare. Bendel s has a strong reputation and know-how for introducing innovative products and brands, says Kathleen Smith, Director of Business Development of Ethix. The line has been immediately well received by the team at Bendel s as well as by the clientele. Surprisingly unpretentious, Bendel's qualifies as a veritable "land of pure imagination," where, with a swipe of blush, a stroke of eyeshadow or a flourish of lipstick, you can unleash the glamazon within. You'll feel like a kid in a candy store. The customers include pretty people in Prada, moms with a thing for fancy skin creams, tourists who love to lay it on and anyone else willing to travel up to the Land of the Rich. (D. Bernato)

10 Ethix Skincare Plans to Oxygenate the Masses By Rachel Lincoln Sarnoff LOS ANGELES There s nothing revolutionary about oxygen in skin care. But according to Richard Wright, co-founder of Ethix Skincare, the market for oxygen products is still underdeveloped. Wright s line of six sprays and a serum contains a compound that delivers highly concentrated levels of oxygen to the skin. The results, he says, are a luminous complexion, plumped-up skin, and the reduction of fine lines and wrinkles. Wright knows skin he s been a celebrity photographer for 15 years. And he had a high-profile guinea pig in sister Robin Wright Penn, who spread the news about Ethix to her family and friends and helped the products garner a cult-like following among celebrities such as Robert Downey Jr., surfer Kelly Slater, and model Kirsty Hume, months before the line s scheduled launch at Henri Bendel this month. Champions of the line point to the Advanced Molecular Oxygen Substance (A.M.O.S.), a 68 percent molecular oxygen compound, as Ethix Skincare s magic bullet. "Within the first month of using [the products], I noticed that the lines on my forehead and around my eyes had diminished considerably," Wright Penn states on the company Web site. "My skin looked plump and hydrated. Natural." Wright contended that the high levels of oxygen in his products increase circulation, improve metabolic activity, and act as antibacterials, while powerful essential oils hydrate the skin. But despite his high-profile endorsements, Wright prefers to focus on the products rather than trade on his celebrity connections. "I don t want to photograph a man or woman of any notoriety to sell my brand," Wright said. "I want to keep a very generic, male-female presentation to get the message across that it s not for men, not for women, not for old or young, it s for skin." In keeping with this philosophy, Ethix s packaging is clean, sterile and gender-neutral, and its promotional images feature a futuristic Adam and Eve who represent what Wright called "a genesis, or rebirth, of the skin." It was in 2000 that Wright and his wife, model and cosmetic advertising consultant Florence, signed a proprietary agreement with the scientist who created the oxygenated compound. ( ) After the line s debut this month at Bendel s, the company plans to introduce the line, which retails for $25 to $45 an item, in high-profile boutique retailers and spas. The executives have also been in talks with domestic and international distributors. Future goals include department stores and even discount retailers such as Target. (Extract)

11 2003 HOT INDIES UP AND COMERS By Jennifer Weil and Rose Apocada Jones Looking for a few breakthrough brands next year? The companies on these pages may be small but they re primed for growth. Ethix Skincare This Venice, Calif.-based line claims to be the first with Advanced Molecular Oxygen Substance, a 68 percent molecular oxygen compound stabilized in a crystalline matrix. Its pared-down approach to skin care has already attracted glowing celebrity testimonials from supermodel Kirsty Hume and actress Robin Wright Penn who also happens to be the younger sis of co-founder and celeb photographer Richard Wright. What s all the fuss about? Star products such as oil-free and essential oil facial sprays, which the company says can replace moisturizing, toner and other special treatments. Price range from $25 for a 1ounce bottle of Oil-Free No. 1 Spray to $ 95 for the Ethix Trial Kit. The line is currently available at ethixskincare.com and by appointment at the Venice showroom, but look for a major push next year as its graphically mod packaging and no non-sense approach strike a chord of time-crunched consumers.

12 HEALTH BEAT THE SKIN YOU'RE IN By Barbara de Witt As those hot, dry Santa Anas blow across the valleys, your skin gets parched. And then when the weather gets cold, you get chapped. Drinking water, avoiding the sun and seeing a dermatologist for pricey procedures will all help, but there's a new generation of quick fixes as close as your beauty bar. ( ) Actress Robin Wright Penn has been moonlighting as a consultant to her brother Richard Wright to create Ethix, a line of oxygen-rich skin-care products. What immediately sets them apart is the application: You spray a mist on your face instead of applying a cream. Then apply foundation and finish with a second misting if your skin is extra dry -- or you plan on spending the day in an airplane. The new products are being launched in the San Fernando Valley at beauty boutiques, priced at $35 and up. For more information, see (Extract)