Project handbook

New from Max Factor: Ageless Elixir 2in1 Foundation + Serum

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Welcome to the project

Welcome to the project

The first Savvy Circle project with Max Factor is here!

Welcome to one of the first projects for Savvy Circle members! Over the next eight weeks youll 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 fine 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.

In this project we want to ...

... try out Ageless Elixir 2in1 Foundation + Serum together with 5,000 members of the Savvy Circle.
First try ...

Ageless Elixir with 2in1 effect

... find out your opinion of the foundations 2in1 feature in three online surveys.

then share your opinion ...

work together to help spread the word about the Ageless Elixir 2in1 Foundation + Serum simply by talking to friends, colleagues and family.

spread the word ...

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 Factors latest foundation? Foundation + Skin protecting serum with SPF 15 (use daily)

... and report back about your conversations with friends.

We want to spread the word about Max Factors 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!

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Make-up meets Skincare.

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 skins 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 makeup of make-up artists" have introduced a 2in1 foundation that combines make-up and skincare.

More than a foundation.

Max Factors latest innovation delivers much more than a conventional foundation: Ageless Elixir 2in1 Foundation + Serum doesnt just instantly cover the appearance of fine 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.

Offers 2 advantages in 1: Foundation for instant coverage Anti-ageing serum with SPF 15

Caroline Barnes, Max Factors award-winning make-up artist, says: "The 2in1 Foundation + Serum is so easy to apply. It glides across the skin beautifully, giving the added benefit of instantly filling and smoothing the appearance of fine 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 its protecting their skin too."

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Close up: Max Factors Ageless Elixir in detail.

Ageless Elixir 2in1 Foundation + Serum helps your skin to achieve an instantly younger look. So, how does it work?
Foundation

Six shades for a natural look.

Finding the right shade of foundation is very important to achieve a natural, younger look. In order to find a good match, Ageless Elixir 2in1 Foundation + Serum is available 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 dont know how to find your shade, then flick to page 18 where Max Factor's award-winning make-up artist Caroline Barnes shares some of her secret tips.

The foundation helps to even your skin tone by... not clogging in fine lines and wrinkles reflecting light to reduce the contrast of uneven skin tone optically blurring the edges of fine lines and wrinkles filling and smoothing skin surfaces.

Unique serum

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.

Shade Numbers 40 45 50 55 75 80

Shade Names Light Ivory Warm Almond Natural Beige Golden Bronze

* when used daily

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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:

How it all works.

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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".

Your starter kit: To try out yourself, to pass on to others, and packed with insider information.

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

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Your first impression.
Then its 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 find Max Factors 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!

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

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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 foundations 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 find even more ways to spread the word on page 15 of this project handbook.

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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.

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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 finding 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".

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.

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Final survey.
Its time for your final 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 final 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 final survey we will let you know via email.

Guidelines.
Weve 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 doesnt 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. Dont second guess friends and family - tell them up front what you think of the product. And remember - dont make things sound better than they really are. If you come across a new product you dont 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. Theres room for all opinions - even if they dont 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 its important to be friendly and open. 5. Backing you all the way You should find being a Savvy Circle member good fun. However if you do ever need a little help, were always here for you. If youre having trouble raising interest in a particular product, or have questions about it, well 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 profile - or just email us direct at info@savvycircle.co.uk

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The message to spread.

Ideas for spreading the word.

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. Youll 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 isnt 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 Factors 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. Were eager to share all of the creative ideas on our project blog on http://savvycircle.co.uk/max-factor.
Exchange beauty tips from Caroline Barnes Pass on your insider info Invite your mother/daughter to a beauty evening Hand out samples and coupons Challenge your friends to a beauty contest

Ageless Elixir 2in1 Foundation + Serum:

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

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Project background information

Project background information

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 skins elasticity, strength and plumpness. Collagen density is higher in young skin, that's why it appears firmer. 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.

Insider Info: The Serum Secret.

"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. Serum with Conditioning Glucosamine Complex

collagen

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Young Skin

Aged Skin

Fine Lines and Wrinkles

Age Spots

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Project background information

Project background information

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

Caroline Barnes, Max Factors 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 specific look. Skin preparation: Preparing your skin before you apply foundation is the key to the final look. If you suffer from puffy eyes, use your ring fingers (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 youve 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 find 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 were not wearing make-up, like natural beauties. Apply your make-up in direct daylight, and make sure youre facing the window. Apply foundation on the t-zone area of your face first, as you will avoid having make-up tide marks around the edge of your jaw line.

Carolines 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 youve 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 crows feet, it will only make imperfections more obvious. Layer your Ageless Elixir up, it works beautifully!

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Project background information

Project background information

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. 1960s: Eye make-up boom. 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 first person and label to produce a make-up specifically for the film industry. 1918 1930: Make-up of the Stars. By 1918 Max Factor invented the "Colour Harmony" principle: For the first time in history, powder, rouge, eye make-up and
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.

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 first light lipstick shade - "Roman Pink".

Less emphasis to the lips called for greater definition of the eye. Max Factor's artificial eyelashes, fluid eyeliner, the first 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.
The Beauty Callibrator, invented to measure faces of screen beauties

lipstick shades were harmonised to tone in with the wearers 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 film. 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.

Did you know Max Factors real name was Maximilian Faktorowicz? in the 1930s he developed the first powder make-up in solid form, also known as Pancake make-up, for film stars? the famed art deco Hollywood salon of the 1930s is now home to the Max Factor Museum of Beauty?

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Summary

Summary

Max Factors new Elixir cosmetics line.

Ageless Elixir 2in1 Foundation + Serum is part of Max Factors new Elixir product line combining make-up with skincare. Alongside Ageless Elixir available from September 2011 will be the new Colour Elixir Lipstick, the brands first 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 Factors ultimate beauty treatment for lips by world-renowned make-up artist Pat McGrath, who further explains:

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 benefits: The intelligent foundation instantly reduces the appearance of wrinkles and fine 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 Factors "Elixir" range. The 2in1 Foundation + Serum is joined by the brands new Colour Elixir Lipstick that

"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."

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**.

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.

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http://savvycircle.co.uk/max-factor Your contact for this project: mari@savvycircle.co.uk