Bringing the Worlds

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Bringing the Worlds beauty secrets to you
Introducing
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Essentials for Beauty
Prestige skin care and color cosmetics, currently
sold in department and specialty stores
throughout Europe, Asia and South America. CDMA
has obtained the exclusive distribution rights
for these products. This allows us to price these
collections at 40 to 60 under department
stores, yet, competitively priced to current
chain drug/mass brands. Plus providing a 45
initial gross margin.
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• MARKET RESEARCH
•  Recognizing that current economic and retail
  trends are driving the consumer to demand better
  quality at lower prices we retained Ulrich
  Research Services to conduct a series of focus
  groups beginning in November 2001 through 2002.
  Sessions were conducted in Dallas, Detroit,
  Jacksonville and Pittsburgh with each session
  having three different panels consisting of 10-12
  women. The profile of the groups were as
  follows
• w         Age range 22 40
• w         All worked full or part-time outside
  the home
• w         Combination of married, married with
  children, single and single parent
• w         Household income range
  20,000-50,000 single 20,000-75,000 married
• In the same time frame, many retailers are making
  prestige products in other categories part of
  their assortments hair care, bath and body just
  to name a few. We believe the same holds true
  for color cosmetics and skincare. Responses from
  the focus groups confirm the merit of
  affordable, available prestige cosmetics.
• Women believe high-quality skin care and color
  cosmetics are currently found only in department
  and specialty stores.
• Consumers are price driven yet look for quality
  and value when making a cosmetic purchase and in
  the end typically pick quality over price.
• At the conclusion of the wear and usage test over
  88 of the participants rated the products
  quality equal to or better than Clinique,
  Clarins and Estee Lauder.
• With the convenience, frequency of visits and
  significantly lower prices than department stores
  with equal quality, 85 of the participants
  stated they would be interested in purchasing
  prestige cosmetics in MVR Drug store.
• When shown the various packaging and inner
  container samples, over 98 of participants
  stated they felt these products could only be
  found in department stores.
• TARGET CONSUMER
• I.  Current MVR/Drug store customer who would
  like to have prestige cosmetics, yet do not have
  the disposable income for such purchases.
• II.  Current department store consumers who are
  in your stores for other purchases and want
  prestige quality at value price.

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Created and designed to compete with department
stores and perfumeries in Europe, this line of
skin care products has had outstanding results
for over 16 years. Essentials for Skin offers a
complete assortment of products for all skin
types.
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Compare to Clinique
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Compare to Clinique
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Compare to Clinique
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Compare to Clinique
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Compare to Clinique
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Created and designed to compete with Estee
Lauder, the Color Essentials product mix is
complete, yet concise.
The color palette has been selected from the best
selling items to meet the needs of the American
woman.

• Foundation
• Powder
• Lipstick
• Lip Liner
• Nail Lacquer

• Eye Liner
• Eye Pencil
• Mascara
• Blush
• Shadow

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Compare to Estee Lauder
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Compare to Estee Lauder
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Compare to Estee Lauder
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VALUE ADDED ENHANCEMENTS FOR COLOR ESSENTIALS
COSMETICS       Stick Foundation has a
sponge applicator with a case included in the
package.           Two-Way Cake comes with both
a sponge applicator and a puff.           Cream
Foundation includes a scoop so that the customer
does not have to insert their fingers into the
product to dip it out.           Powder Blush
has a full soft bristle, 1-inch wide brush. Most
brands have only a ½-inch, if it is even
included.           Face Powder has removable
screen mesh to control amount of product on
oversized puff and a scoop to remove product
without inserting finger into it.          
Compact Powder has one additional puff for a
total of two per package, extra puffs cost 2-3
each.           Lip Liner has cartridge-type
applicator with a free refill and a brush on the
opposite end.           Eye Pencil has a
cartridge-type applicator with sponge smudge tip
on the opposite end. No current Drug/Mass brand
does this. Additionally, Lauder sells their
refills for 10-12 each and have to be purchased
in units of 2's, thus the customer has to spend
an additional 20-24.           Eye Shadow
Palette comes with both sponge and bristle
applicators. Even the Department Store brands do
not include both usually it's one or the other.
Not until you get to the prestige brands (i.e.
Borghese, Dior) do you get both.  
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Essentials for Beauty
Display Unit 48 long X 18 deep X 79 ½ high
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Essentials for Beauty
Fixture Header
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Consumer Support

• Essentials for Skin consumer trial samples
• Promotions
• Strong product selling message
• Incentives to Purchase
• 2.00 Instantly redeemable coupon (IRC)
• 5.00 Mail in Refund with check customer
  receives
• 2.00 Bounce Back IRC
• 1.00 IRC good on any Quality Choice Item

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• INITIAL LAUNCH CONSUMER OFFER
• Buy any Essentials for Skin product and receive
  one free Essentials For Skin product of your
  choice at the point of purchase. The free item
  must be equal or less than the purchased item.
  The opening assortment of EFS is 51-units, stores
  will receive an additional 51-units at no charge
  to fund this promotion. Any items given away
  free over the 51-units will be reimbursed at no
  charge with documented proof (i.e. dated sales
  report or cash register slip). Offer good for 90
  days from invoice date.
• Buy any Color Essentials item and receive a free
  mascara or nail lacquer at point of purchase.
  Product given away during promotion will be
  reimbursed at no charge with proper documentation
  (i.e. dated sales report or cash register slip).
• 2.00 IRC on Essentials for Beauty
• 5.00 mail in rebate on purchases of 19.95 or
  more of Essentials for Beauty products. With
  rebate check consumer receives a 1.00 off coupon
  on any Quality Choice Item.
• Free trial samples on Essentials for Skin.
• Frequent shopper program Customer receives card
  with one stamp for every 15.00 purchase of any
  Essentials for Beauty product. When customer has
  purchased 75.00 worth of product (15.00 x 5
  times), they redeem the card for 25.00 of free
  Essentials for Beauty product of their choice.
  Good on any Essentials for Beauty product
  purchases of 15.00 or more .

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Essentials for Beauty

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