2. Artistry Pure White
Presentation Outline
Pure White’s Skin Whitening
Concept
Introduction of Pure White Spot
Corrector
Looking into Pure White Line
The People and Technology Behind
Pure White
Success Story about Pure White
4. Concept of Pure White
The concept of Pure White
is based on Artistry’s
Holistic Approach to
Skin Whitening
5. Concept of Pure White
Artistry’s Holistic Approach to
Skin Whitening is PPT
Prevent
Formation of melanin
Irritation/inflammation
Excess surface oil
Protect
UVB/UVA
Free radical activity
Treat
Hyperpigmentation
Disrupted skin barrier
Dead skin cells on the surface
6. Concept of Pure White
Prevent the Formation of Melanin
Melanin in the skin causes skin discoloration
Controlling skin melanin content is the key to
controlling hyperpigmentation
Key technology areas:
Control the factors that induce melanin formation
UV rays
Hormone
Irritants (harsh surfactants, over-washed oily
skin, dry skin)
Control the production of tyrosinase in the skin
Control the activity of tyrosinase
Remove the existing melanin in the skin
7. Scientific Background
Formation of Melanin in Skin
Melanin is produced by pigment cells called melanocytes
Melanocytes live at the Dermal-Epidermal Junction and
produce melanin containing vesicles called melanosomes
Melanosomes transfer to keratinocytes (epidermal cells) to
protect the skin from harmful UV rays
9. Causes of Melanin Formation
U.V. Light Genes Hormones Inflammation
n als Melanocyte
sig
h er e)
ot on
or or
m
ki ne H ting h
S la Produce
C yt o M u
m Tyrosinase (enzyme)
sti
te
o cy
elan
(m
Produce Melanin
(eumelanin and
Epidermal Transfer to
phaeomelanin)
Cells epidermal cells
12. Hormone Induced Pigmentation
Pregnancy - Increase in Estrogen
Keratinocytes – Increase in MSH
Melanocytes – Melanosome Synthesis
Melanosomes - Transfer to Epidermal Cells
Hyperpigmentation
13. Inflammation Induced Pigmentation
Melanocyte activity is stimulated
by inflammatory mediators
PIH (post inflammatory
hyperpigmentation)
14. Inflammation Induced Pigmentation
Causes of Post-Inflammatory
Hyperpigmentation
Chemical irritation
Sun exposure
Acne
Extreme dry skin
Over-washed oily skin
Injury
Poor skin health
15. Concept of Pure White
Fundamental Guidelines in
Developing Pure White Products
Focusing on Efficacy
Prevent
Protect
Treat
Focusing on Safety
Tested on sensitive skin
Minimize irritation
Focusing on aesthetics
Elegant skin feel
Elegant fragrance
16. Focusing on Efficacy
Prevent
Prevent the formation of excess
melanin
Inhibitingthe activity of MSH
(melanocyte stimulating
hormone)
Tyrosinase production inhibition
Tyrosinase activity inhibition
17. Prevent
Inhibiting the Activity of MSH
Artistry Patent-Pending
Ingredient
Black Cohosh Extract
Anti-MSH Activity
(in Pure White Essence, and Crème)
18. Prevent
Inhibiting the Activity of MSH
UV Rays, Hormones, and Inflammation
Keratinocytes
MSH:
Signaling
molecules Signal
Receptor
Melanocyte
19. Prevent
Inhibiting the Production of Tyrosinase
Transcription Translation
Amino Acids
Tyrosinase
20. Prevent
Inhibiting the Production of Tyrosinase
Artistry Patent-Pending
Ingredient
Asparagus Extract
Regulate the Transcription Step
of Tyrosinase Production
(in Pure White Essence and Crème)
21. Prevent
Inhibiting the Activity of Tyrosinase
Artistry Patented Ingredients
Acerola Cherry Ferment
+
Bearberry Extract
(Contained in Pure White Essence)
22. Prevent
Prevent Irritation and inflammation
Soothing the skin with Aloe extract (Pure
White Toner and Cleanser)
Anti-inflammatory agent – Dipotassium
glycyrrhizate (Pure White Cleanser, Mask,
and Spot Corrector), Willow bark extract
(Pure White Toner)
Moisturizing ingredients to prevent dry skin
(Pure White Toner and Moisturizer)
Gentle, amino acid based surfactant (Pure
White Cleansers)
23. Focusing on Efficacy
Protect
Protect the skin from harmful UV rays
Sunscreens
Organic (absorbs the energy of UV
rays into sunscreen molecules to
neutralize its harmful effect)
Physical (absorbs and reflects the
energy of UV rays)
24. Protect
The Sun Protection Factor, SPF
Time to burn the skin – with sunscreens
SPF =
Time to burn the skin – without sunscreens
300 m (protected skin)
in
= 10 (SPF = 10)
30 m (unprotected skin)*
in
S PF 15: Pro te c tio n fo r 5 - 8 ho urs
*depending on the skin type and the intensity
of the sun
25. Protect
The Protection Factor for UVA, PFA
PFA = Minimal response dose (with sunscreens)
Minimal response dose (without sunscreens)
PFA = 2 – 3.9 PA +
PFA = 4 – 7.9 PA ++
PFA >= 8 PA +++
26. Protect
Protect skin from free radicals and
reactive oxygen spices (ROS)
Artistry Patented Ingredient
Bitter Orange Peel Extract
Neutralizes free radicals and ROS
(in Pure White Moisturizer, Essence, Masque, Crème
and Spot Corrector)
27. Focusing on Efficacy
Treat
Treat hyperpigmentation
Control formation of melanin
Remove existing melanin in skin
via exfoliation
Treat disrupted skin barrier
Treat dead skin cells on the
surface
28. Concept of Pure White
Section Summary
The concept of Pure White
is based on Artistry’s
Holistic Approach to
Skin Whitening
30. Artistry Pure White
The Compelling Selling Proposition
The Brightest Whitening
Line Continues to
Get Brighter
31. Pure White Spot Corrector
General Information
A slightly off-white lightweight lotion
In a plastic tube with a needle-nose
applicator
To replace the current waxy pencil form Spot
Treatment
Designed to lighten the darkness of the
spots and freckles
Available in 2006 in Asian markets
32. Pure White Spot Corrector
Key Features
Under the category of special Use/functional
cosmetics for whitening and sunscreen
SPF15 and PA++
Vitamin C derivative (3% magnesium
ascorbyl phosphate) for skin whitening
A blend of plant extracts scientifically proven
to have whitening efficacy
Antioxidants, anti-irritants, and gentle
exfoliants
Excellent clinical and consumer test results
40. Pure White Spot Corrector
Ingredients – Moisturization
Sodium hylauronate
Panthenol
Glycerin
Glycine Soja (Soybean) Oil
41. Pure White Spot Corrector
Actives Delivery
A light oil-in-water emulsion
featuring quick absorption into
the skin
42. Pure White Spot Corrector
Usage Information
Twice a day (morning and
evening)
Use after cleanser and toner,
before moisturizer
Apply directly on the spotted area,
gently spread and rub it in
Can be used any time during a day
if needed
44. Pure White Family
The Holistic Approach to Skin
Whitening by Pure White Products
PPT (Prevent, Protect, and Treat)
Mild cleanser to avoid irritation
caused by harsh surfactants
Masque to boost moisture and
whitening effect
Toner to maintain skin health
45. Pure White Family
The Holistic Approach to Skin
Whitening by Pure White Products
Essence and Spot Corrector to treat
hyperpigmentation
Moisturizer for day time UV
protection
Crème to boost moisturization
during daytime and restore skin
function at night
46. Pure White Family
Usage Sequence
Pure White Cleansers
Pure White Masque （ 1-2 times/week ）
Pure White Toner
Pure White Essence
Pure White Spot Corrector
PW Moisturizer and Creme Pure White Creme
47. Pure White Family
Customization of PW & TD
Pure White Cleansers
Pure White Masque （ 1-2 times/week ）
PW Toner
Pure White Essence
Pure White Spot Corrector
PW or TD Moisturizer TD Night Crème
48. P e o p le & T e c h n o lo g y
The People and Technology
behind Pure White
49. People & Technology
The R&D Whitening Technology Team
Objective
toidentify new technology, new
ingredients, and new methods of
testing whitening efficacy
50. People & Technology
The R&D Whitening Technology Team
Team members
Two from the Health & Beauty New
Technology group
Two from Artistry Product
Development group
One from Analytical (Bioassay
group)
One from Alticor Legal department
51. People & Technology
The Artistry Product Development Team
Objective
To develop new whitening products
Team members
Marketing
Product development – Formulation
Product development – Package
design
Product development – Process
Analytical chemistry
Quality assurance
52. People & Technology
The Artistry Product Development Team
Planning
Manufacturing
Pricing
Document management – art work,
specifications
Procurement
Project management
Affiliates
53. People & Technology
The Product Development Process
Define a profile of a new product
Cleanser: mild surfactant
Toner and lotion: for all skin types
Essence: reduce pigmentation by 50%
Identify/develop new ingredients
Botanical extracts – safe and effective,
development in house and from suppliers
Whitening ingredients well recognized in the
industry – information from the ingredient
suppliers
54. People & Technology
The Product Development Process
Formulation – A process of art and
science
Formulate a base which has good skin
feel
Stabilize active ingredients
Product testing – user group, panel,
and clinical
55. People & Technology
R&D Involvement in New Product
Development
Search for new functions of
commercial ingredients
Develop Artistry exclusive new
ingredients
Formulation
Efficacy testing
56. People & Technology
Process of Testing New Ingredients
Bearberry Acerola cherry
Lemon Cucumber
Searching for synergistic effects
57. People & Technology
Process of Testing New Ingredients
Artistry Patented Ingredients
Acerola Cherry Ferment
+
Bearberry Extract
58. People & Technology
P r o c e s s o f D e v e lo p in g N e w
In g r e d ie n t s
Obtain Botanicals Polar N-Polar
Literature Search
Further Isolate fractions
Bio Assay Activity Screens Activity???
59. People & Technology
Process of Developing New Ingredients
A r t is t r y P a t e n t - P e n d in g
In g r e d ie n t
B la c k C o h o s h E x t r a c t
A r t is t r y P a t e n t - P e n d in g
In g r e d ie n t
As p a ra g u s Ez tra c t
60. People & Technology
Formulation – The Science of the Art
Investigate chemical compatibility of 20 – 30
ingredients in a formula
Test for desired texture
Test for skin feel
Develop desired fragrance
Conduct stability test at various conditions
(room temperature, 4’C, 40’C, 50’C, and freeze
and thaw)
Chemical
Physical
microbiological
61. People & Technology
In House Efficacy Testing – In Vitro Studies
Relationship of product pH and
whitening efficacy
Tyrosinase inhibition test
Pigment inhibition test on Melanoderm
(a skin model of reconstructed human
epidermis with melanocytes)
62. People & Technology
In House Efficacy Testing – In Vitro Studies
Control Pure White Essence Treated
63. People & Technology
Clinical Study – Safety and Efficacy
Independent testing labs
On the Asian skin
All skin types
Self-perceived sensitive skin
Clinically graded by dermatologists
Irritation study
Acnegenecity study
65. Success Stories of Pure White
Artistry Skin Whitening Claims
#1. The Global Skin Whitening
Top-5 Claim: Top 5
Artistry is among the world’s
top five, largest-selling,
prestige whitening skin care
brands*
*Based on a Euromonitor study of global
2003 retail sales
66. Success Stories of Pure White
Artistry Skin Whitening Claims
#2. The Regional Skin Whitening
Top-5 Claim: Top 5
Artistry is among the Asia Pacific
region’s top five, largest-selling,
prestige whitening skin care
brands*
*Based on a Euromonitor study of global
1998-2003 retail sales.
67. Success Stories of Pure White
Artistry Skin Whitening Claims
#3. Local Skin Whitening #1 Claim:
Leading Prestige Brand
Artistry is the largest-selling,
prestige whitening brand of facial
skincare in Malaysia (as well as in
China, Indonesia, and Thailand)*
*Based on a Euromonitor study of 2003 retail sales.
68. Success Stories of Pure White
2000 AmeriStar Award
Health & Beauty Aids
Best of Category
Artistry Pure White Toner and Moisturizer
These packages represent a creative use
of plastic, glass, and metal materials. The
materials come together behind
innovative ways of assembly, sealing and
standardization to form and eye-
catching, elegant design
70. Success Stories of Pure White
Pure White Patents
Toner:
0315502, 13053, 3076787, 5747006
Moisturizer:
0358210, 3012594, 5916576, ID0006637
Essence:
0315502, 0358210, 0402976, 1002526, 13053,
196176, 3012594, 3076787, 5747006, 5916576
Masque:
0358210, 1018395, 171730, 3012594, 5888521
71. Success Stories of Pure White
Patents Pending
• The Holistic Approach To Skin
Whitening
• Black Cohosh Extract
• Asparagus Extract
72. Artistry Pure White
Presentation Summary
Pure White products provide
Artistry’s holistic approach to
skin whitening
through
Prevent, Protect, and Treat
(PPT)
