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Project handbook

New from Max Factor: Ageless Elixir

2in1 Foundation + Serum

Welcome to the project Welcome to the project

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… then share

your opinion ...

The � rst Savvy Circle project with Max Factor is here!Welcome to one of the � rst projects for Savvy Circle members! Over the next

eight weeks you‘ll get the chance to try out an as-yet unreleased foundation by

cosmetics brand Max Factor:

Their latest product – Ageless Elixir 2in1 Foundation + Serum – instantly reduces the

appearance of � ne lines and wrinkles, while the added serum simultaneously protects

the skin against signs of ageing due to its SPF 15 (Sun Protection Factor), when used daily.

We want to spread the word about Max Factor’s new Ageless Elixir 2in1

Foundation + Serum, and try the product along with 5,000 members of the Savvy

Circle in the UK. We are looking forward to an exciting eight weeks together!

Skin protecting serum with SPF 15 (use daily)Foundation +

In this project we want to ...

... try out Ageless Elixir 2in1 Foundation + Serum

together with 5,000 members of the Savvy Circle.

... � nd out your opinion of the foundation’s 2in1 feature

in three online surveys.

… work together to help spread the word about the

Ageless Elixir 2in1 Foundation + Serum – simply by

talking to friends, colleagues and family.

… collect lots of conversation reports and market

research results: what were your experiences whilst

spreading the word? How many people did you

speak to about Ageless Elixir? What impression did

your friends and family have of Max Factor’s latest

foundation?

First try ...

… spread the word ...

... and report back about

your conversations with

friends.

Ageless Elixir with

2in1 effect

Product information Product information

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Make-up meets Skincare. More than a foundation.Max Factor’s latest innovation delivers much more than a

conventional foundation:

Ageless Elixir 2in1 Foundation + Serum doesn‘t just instantly cover

the appearance of � ne lines and wrinkles, but also contains a

unique serum with SPF 15 which - when used daily - helps protect

against the appearance of ageing signs such as spots and

uneven skin tone.

Max Factor Foundation Expert, Myrna Carlebur explains:

"Along with wrinkles and fine lines, age spots and skin

discolouration have been found to be the most worrying

marks of ageing. In fact, 70% of women with signs of

ageing cite age spots and skin discolouration as real

concerns."

As we age, we often feel our skin’s needs evolve. Our

cosmetic needs change as well, and concealing these

signs of ageing might become more of a concern. Since

age spots develop when skin is exposed to sunlight, it is also

important to protect our skin with a product containing SPF.

As a result, the experts at Max Factor – known as "the make-

up of make-up artists" – have introduced a 2in1 foundation

that combines make-up and skincare.

Caroline Barnes, Max Factor’s award-winning make-up artist, says:

"The 2in1 Foundation + Serum is so easy to apply. It glides across the skin beautifully, giving the added bene� t of instantly � lling and smoothing the appearance of � ne lines and wrinkles, whilst concealing age spots and skin discolouration. The medium to high coverage will be very appealing to women who want to look radiant and healthy, yet they get the added reassurance that it’s protecting their skin too."

Offers 2 advantages

in 1:

• Foundation for

instant coverage

• Anti-ageing serum

with SPF 15

Product informationProduct information

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Finding the right shade of foundation is very important to

achieve a natural, younger look. In order to � nd a good

match, Ageless Elixir 2in1 Foundation + Serum is availab-

le in six different shades.

The shade palate of Ageless Elixir has been designed to

better meet the needs of women globally, and offers a

closer representation of skin tones.

If you don‘t know how to � nd your shade, then ¢ ick to

page 18 where Max Factor's award-winning make-up artist

Caroline Barnes shares some of her secret tips.

Close up: Max Factor’s Ageless Elixir in detail.

Six shades for a natural look.

Ageless Elixir 2in1 Foundation + Serum helps your skin to

achieve an instantly younger look. So, how does it work?

The foundation helps to even your skin tone by...

• not clogging in � ne lines and wrinkles

• re¢ ecting light to reduce the contrast of uneven skin tone

• optically blurring the edges of � ne lines and wrinkles

• � lling and smoothing skin surfaces.

While the foundation works to deliver instant medium to high

coverage, the added serum with SPF 15* helps to protect the

skin in order to achieve beautiful looking skin through its:

• moisturising skincare formula

• anti-oxidant package

• SPF 15 to ensure daily protection from UV radiation, and

help prevent further age spots.

* when used daily

Foundation

Unique serum

Shade Numbers Shade Names

40

45

50

55

75

80

Light Ivory

Warm Almond

Natural

Beige

Golden

Bronze

Product informationProduct information Product information

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For you:

• A full sized sample 2in1 Ageless Elixir Foundation +

Serum (30 ml)

• Market research sheets to survey friends, family and

colleagues

To pass on to friends, family and colleagues:

• 18 x small samples 2in1 Foundation +

Serum (2 ml, shade: 50 natural)

• 18 x money off coupons for 2in1 Foundation + Serum

All of your questions and ideas can be discussed on

our project blog:http://savvycircle.co.uk/max-factor

The best way to get your questions and suggestions

to us is via email:max-factor@savvycircle.co.uk

Your starter kit.

At the beginning of our project all participating members of

the Savvy Circle will receive a free starter kit containing the

following:

Your starter kit: To try out

yourself, to pass on to

others, and packed with

insider information.

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All of your questions and ideas can be discussed on

our project blog:http://savvycircle.co.uk/max-factorhttp://savvycircle.co.uk/max-factor

The best way to get your questions and suggestions

to us is via email:max-factor@savvycircle.co.ukmax-factor@savvycircle.co.uk

How it all works.

Your � rst impression.

Then it’s all about trying out the new 2in1 Foundation + Serum from Max Factor. Why not use it as your daily foundation or for your next dinner party? We will then begin collecting as many opinions and impressions of the 2in1 Foundation + Serum as possible. How do you � nd Max Factor’s latest foundation? You can tell us your opinion in the online starter survey. We will let you know via email as soon as you are able to take part – we are looking forward to hearing about your experiences!

Unpack and take photos.

Unpacking:Once your starter kit arrives, sit down, relax and unpack everything.

Taking photos:We would be delighted if you shared your unpacking fun with us by taking a few photos. Send us your photos of unpacking and spreading the word, together with your "conversation reports": Simply go to http://savvycircle.co.uk/max-factor and click on "Submit conversation report".

Product information Product information

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Report on your conversations.

The Max Factor team hope you enjoy the project and are keen to listen to your feedback and thoughts. This is why it is so important that you tell us about your conversations with friends and family. The best way to do so is to write a conversation report each time you speak about the new 2in1 Foundation + Serum with friends, family and colleagues.

We are also keen on � nding out how many people you were able to talk to, how the new Max Factor product was perceived and what the most frequent questions about the product were. Writing reports is very simple: Simply go to http://savvycircle.co.uk/max-factor and click on "Submit conversation report".

Help spread the word.

If you like the new Ageless Elixir foundation then, together with the other project participants, you can spread the word about the product.

You can:

• Pass on the Max Factor samples from your starter kit to friends and family or hand out the money off coupons.

• Demonstrate the foundation’s coverage effects to friends, family and colleagues by trying it out together.

• Share your Max Factor insider info with your friends and family.

You can � nd even more ways to spread the word on page 15 of this project handbook.

Your experiences with the 2in1 foundation.

At the half way stage - four weeks into the campaign - we will focus more on your long-term experiences with the new product: Has it been able to meet your expectations? Have you been complimented on the look or feel of your skin recently?

At this point you will be able to tell us your opinions in a mid-term online survey. And, again, we will of course let you know via email as soon as you are able to take part.

Get involved in market research.

We will turn you into a Max Factor market researcher! The market research sheets included in the pack allow you to poll up to 20 people on the topic of foundation and make-up – and you can also pass on your insider knowledge of the Ageless Elixir range from Max Factor as well as answer any questions that your friends may have.

More detailed information on how to survey your friends can be found directly on the market research sheets.

Product information Product information

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Final survey.

It‘s time for your � nal thoughts and results!

As we approach the end of the project we want to combine all your experiences with Ageless Elixir throughout the eight campaign weeks, so that Max Factor can get comprehensive feedback from all of its Savvy Circle members. In the � nal survey you will get the chance to share your thoughts and opinions, along with any comments from your friends and family.

Once again, as soon as you are able to take part in this � nal survey we will let you know via email.

Guidelines.We‘ve put together a few handy guidelines to help you make the most of being

a member of the Savvy Circle

1. You are the decision-maker

• Becoming a member of the Savvy Circle is entirely up to you.

• You can choose which projects you get involved in - and which products you want

to try for free, and with no obligation.

• If a particular project doesn‘t interest you, simply decline to take part.

2. Be honest

• Let everyone on the project know that you are a member of the Savvy Circle with

supersavvyme.

• Don‘t second guess friends and family - tell them up front what you think of the

product.

• And remember - don‘t make things sound better than they really are. If you come

across a new product you don‘t like, let us know what you think is wrong with it -

and how we could make it better.

3. Be sincere

• Only recommend test products to other people if you think the product is worth it.

• No need to oversell anything - just tell people about the new product naturally.

• There‘s room for all opinions - even if they don‘t tally with your own.

4. Be a friend

• You will have a chance to share your opinions with other Savvy Circle members on

our project blog.

• To encourage honest debate it‘s important to be friendly and open.

5. Backing you all the way

• You should � nd being a Savvy Circle member good fun. However if you do ever

need a little help, we‘re always here for you.

• If you‘re having trouble raising interest in a particular product, or have questions

about it, we‘ll help in any way we can - just get in touch.

• Either send a contact request using the "help" button in your personal Savvy Circle

member pro� le - or just email us direct at info@savvycircle.co.uk

Product information Product information

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The message to spread.

Ageless Elixir 2in1 Foundation + Serum:

Combines a foundation which instantly helps to reduce the appearance of wrinkles and � ne lines, with an unique serum with SPF 15 which protects* your skin against signs of ageing.

There are loads of ways for you to spread the word

amongst your friends, family and colleagues. Here are

just a few suggestions for you to consider:

How about inviting some of your friends round to your place

to challenge them to a beauty contest? Try out the 2in1

Foundation + Serum together, take before and after pictures

and share them online on the project photo gallery!

Put some of the small 2in1 Foundation + Serum samples and

coupons from the starter kit into your purse. Whenever you

see somebody interested you can simply hand them out and

share your experiences with the latest Max Factor product.

Invite your mother and/or daughter to a beauty evening

in order to introduce the new Ageless Elixir and exchange

make-up tips. You’ll be surprised what you can learn from

women of different ages.

If you have already handed out all of your Max Factor

samples then you can pass insider info about Ageless Elixir

to your friends and family: For example, do they already know

that chronological ageing isn’t the only cause of age spots,

but that UV rays are actually the main factor?

Or you can tell your friends about the advice from Caroline

Barnes, Max Factor’s award-winning make-up artist (p. 18).

She reveals some exclusive tips to help you look your best.

You will probably come up with the best ideas yourself.

We’re eager to share all of the creative ideas on our project

blog on http://savvycircle.co.uk/max-factor.

Ideas for spreading the word.

Challenge your friends to

a beauty contest

Hand out samples and

coupons

Invite your mother/daugh-

ter to a beauty evening

Pass on your insider info

Exchange beauty tips

from Caroline Barnes

Ageless Elixir 2in1 Foundation + Serum:

Combines a foundation which instantly helps to

* with daily use

Project background information Project background information

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"Protecting skin against the signs of ageing thanks to

the unique serum with SPF 15, to help skin stay beautiful

looking": this is what the serum in Ageless Elixir from Max

Factor is for.

The Elixir serum helps to care for your skin and

provide protection from daily UV damage.

This is how it works:

Moisturising skincare formula: Containing known skin

conditioning ingredients – Glycerine, Niacinamide,

N-acetyl Glucosamine.

Anti-Oxidant package: Comprising Vitamin E, Allantoin,

Panthenol, Green Tea. Anti-oxidants protect the skin

against free radicals.

SPF 15: Providing protection from daily UV damage.

Insider Info:The Serum Secret.

Insider Info:Signs of ageing explained.How do age spots develop?

Skin contains cells that produce melanin - a pigment that

gives skin its colour. The production of melanin is activated

by UV sunlight exposure.

As the skin ages, surface skin cells can become damaged

by exposure to UV rays, which then can cause too much

melanin to be produced in localised areas, and thus brown

spots are created.

How do wrinkles develop?

Skin contains collagen which plays a role in skin’s elasticity,

strength and plumpness. Collagen density is higher in young

skin, that's why it appears � rmer.

Thus it is important to protect collagen levels in skin.

Exposure to UV radiation contributes to ageing, as it can lead

to a decrease in collagen levels, which in turn can cause skin

wrinkling, roughness and sagging.

Young Skin

Fine Lines and Wrinkles

Aged Skin

Age Spots

Serum with

Conditioning

Glucosamine

Complex

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collagen

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Project background information Project background information

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Make-up artist tips to help you look your best.

Caroline Barnes, Max Factor’s award-winning

make-up artist, says you can use the 2in1

Foundation + Serum to look "radiant and

healthy". She has offered us some exclusive

tips to help look at our best and achieve an

age-appropriate, yet modern appearance –

without dictating a speci� c look.

Skin preparation:

Preparing your skin before you apply

foundation is the key to the � nal look. If you

suffer from puffy eyes, use your ring � ngers

(because you get the lightest touch) on a moisturised face

and in an inward motion towards your nose, encircling the

area around your eyes.

It will minimise puffy eyes and make them look and feel

more alert.

Avoid using heavy eye creams at night – the skin around your

eyes is very thin and absorbent and can easily get irritated.

Shade selection:

To ensure you have the best colour match you should look

at the colour of your chest. A common mistake is to look at

the colour of your face when applying make-up. The colour

of your chest will indicate the tone of foundation you need.

Another common mistake is to go for a darker shade,

assuming it will warm up your skin and make it look tanned

and healthy. Choose the right tone, and instead warm the

skin up with bronzers and blushers.

Testing foundation:

Most people test foundation on their hands, but actually

none of us wear foundation on our hands! You need to apply

foundation to the area you want to perfect. Remember to

experiment, and once you’ve applied the foundation the results

will look far more natural if the colour of your face blends in with

the rest of your body.

Applying foundation:

As we age, our skin tone will change: you will � nd you have

more redness in the cheeks and pigmentation develops around

the eyes and on the forehead. This is where our foundation

comes in to play, to even out these tones. The key to a perfect

foundation – or make-up in general – is that it looks natural.

We all want to look as though we’re not wearing make-up, like

natural beauties. Apply your make-up in direct daylight, and

make sure you’re facing the window. Apply foundation on the

t-zone area of your face � rst, as you will avoid having make-up

tide marks around the edge of your jaw line.

Caroline’s tips for using Ageless Elixir:

• Consider buying two different shades of Ageless Elixir with one slightly

lighter than your skin tone; you can use the lighter one around your

eyes to act as a highlighter to shade your face, or simply mix the two

colours to create your perfect shade.

• Once you‘ve applied Ageless Elixir, simply use the powder on the areas

needing extra coverage, and powder the skin with a small blusher brush

rather than a big powder one.

• Avoid powdering crow‘s feet, it will only make imperfections more

obvious. Layer your Ageless Elixir up, it works beautifully!

Project background informationProject background information

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Max Factor History.Late 1880s: Birth of an icon.

Maximilian Faktorowicz, also known as Max Factor (the man

behind the brand) was born in the late 1880s in Lodz, Poland.

After completing an apprenticeship as a pharmacist he went

on to become a wig master and make-up artist to the Imperial

Theatres of Czarist, Russia.

Early 1900s: World Fair and relocation to America.

In 1904, Max Factor emigrated to America and established a

perfume, make-up and hair goods concession at the St Louis

World Fair. With the rapid development of the motion picture

industry, he moved to Hollywood where "Max Factor & Co" was

formed in 1909. Max Factor became the � rst person and label to

produce a make-up speci� cally for the � lm industry.

1918 – 1930: Make-up of the Stars.

By 1918 Max Factor invented the "Colour Harmony" principle:

For the � rst time in history, powder, rouge, eye make-up and

lipstick shades were harmonised to tone in with the wearer‘s

natural colourings. By 1930 export outlets were established in 81

countries promoting Max Factor - "Make-up of the Stars".

1928: The Academy Award.

Working closely with his sons, Max Factor perfected his

Panchromatic make-up. This type of make-up enabled the

movie industry to take full advantage of the light and shade

sensitivity of Panchromatic � lm. Max Factor received an

Academy Award (Oscar) for this achievement.

1930s: The UK Story.

Max Factor opened in London in 1935, on the Old Bond Street.

Throughout the war years 1939 to 1945, Max Factor maintained

limited production and the magic of Hollywood stretched

across the Atlantic.

1950s: Expansion & Growth.

The age of the model girl as the twin symbol of beauty and

fashion came in the 50s, which led to Max Factor launching

the "fresh young natural look" later on in the decade with

the � rst light lipstick shade - "Roman Pink".

1960s: Eye make-up boom.

Less emphasis to the lips called for greater de� nition of the

eye. Max Factor's arti� cial eyelashes, ¢ uid eyeliner, the � rst

cake eyeliner and a lot more swept the fashion scene.

1970s: The "California Look".

The "California Look" reached British shores, and Max Factor

brought out a new range of make-up called "California

Sun", consisting of face glossers, blusher sticks, kohl eyes,

glossy lips and sun creams.

1990s – Present: Procter & Gamble.

The Max Factor brand was relaunched in 1993 – two years after

its acquisition by Procter & Gamble – and became known as

Max Factor International. It has since been launched in 32

countries across Europe and over 120 countries worldwide.

Did you know…

… Max Factor‘s real name was Maximilian Faktorowicz?

… in the 1930’s he developed the � rst powder make-up in solid form, also

known as Pancake make-up, for � lm stars?

… the famed art deco Hollywood salon of the 1930’s is now home to the

Max Factor Museum of Beauty?

Developed for Hollywood,

the Kissing Machine

was created to test the

indelibility of lipstick, pressed

two pairs of rubberized

lips together to create the

perfect ten-pound kiss.

The Beauty Callibrator,

invented to measure

faces of screen beauties

Summary Summary

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Summary of information.New: Ageless Elixir 2in1 Foundation + Serum.

Ageless Elixir 2in1 Foundation + Serum combines make-up with skincare: A blend of

foundation and unique serum with SPF 15.

It delivers instant cosmetic and skincare bene� ts:

The intelligent foundation instantly reduces the appearance of wrinkles and � ne lines.

The unique serum with SPF 15* simultaneously helps protect against signs of ageing

such as age spots and uneven skin tone.

Ageless Elixir 2in1 Foundation + Serum is part of Max Factor‘s "Elixir" range.

The 2in1 Foundation + Serum is joined by the brand’s new Colour Elixir Lipstick that

moisturises and conditions your lips.

Ageless Elixir 2in1 Foundation + Serum is available in the UK September 2011, with a

recommended retail price of £12.99**.

Max Factor’s new Elixircosmetics line.Ageless Elixir 2in1 Foundation + Serum is part of Max

Factor‘s new Elixir product line – combining make-up with

skincare.

Alongside Ageless Elixir – available from September 2011 – will

be the new Colour Elixir Lipstick, the brand’s � rst ever lipstick

that helps to moisturise and care for your lips, smoothing their

appearance vs bare lips in just seven days.

The lipstick has been deemed ‘Max Factor’s ultimate beauty

treatment for lips’ by world-renowned make-up artist Pat

McGrath, who further explains:

"The new, beautiful Max Factor Colour Elixir lipsticks have

skincare properties so after 7 days lips will be in better shape

and the colour will look richer.

My pick is Ruby Tuesday,

a wonderfully iconic red,

instantly evoking ageless

beauty and style."

The new Elixir

range consists of:

Ageless Elixir 2in1 Foundation

+ Serum, Colour Elixir Lipstick,

Colour Elixir Lipliner

* with SPF 15 used daily

** Pricing is at the sole discretion of the retailer.

http://savvycircle.co.uk/max-factor

Your contact for this project:

mari@savvycircle.co.uk