1. Who are my customers?

A. Women
B. Two age segments:
1. Gxers (age 35-49)
a. Shopping Habits:
i. 42% shop for beauty monthly, 25% shop weekly, 7% shop daily
ii. Heavy use of home shopping channels
iii. 90% post comments and reviews on Amazon.com
iv. 90% have purchased beauty products from their favorite brand in
the past 12 months
v. 50% like to try new products regularly
vi. 25% always try to purchase products with natural ingredients if
available
vii. 40% spend the most they can afford to take care of their skin
b. Influencers:
i. 39% spend more than six hours online, daily (non-work related)
ii. Websites being browsed: Allure.com (68%); Glamour.com (48%);
Cosmopolitan.com (41%)
iii. One-third of Gen Xers spend more than 50% of their online time on
social sits such as Facebook, Twitter, Snapchat and Instagram
iv. 73% look to magazines for information about beauty products

2. Baby Boomers (age 50+)

a) Shopping Habits:
i. 43% shop for beauty monthly
ii. Heavy use of home shopping channels, 53% more from doctor’s
offices and 51% are purchasing more from specialty beauty
retailers.
iii. 81% say that consumer claims from women like them are
influential in their purchase decisions
iv. 84% want to know that a product is made specifically for someone
“my age”
v. She is a product loyalist; 59% state that big brands offer products
that are “tried and true,” and she expects to use these products for
at least the next 10 years
vi. 86% post comments and reviews on Amazon.com
b) Influencers:
i. 91% are on Facebook, while 64% look to Pinterest for inspiration
and 51% are sharing tweets on Twitter
ii. Websites being browsed: Allure.com (65%); InStyle.com (46%);
Glamour.com (43%)
iii. 87% read reviews on Amazon.com, 43% on Sephora.com and
40% on Ulta.com

2. What customers do we want to have?

A. A Consumer who researches and makes educated decisions about their skincare
B. A Consumer who appreciates quality and will invest in a brand that delivers on its promise
C. A Consumer who will evangelize their findings and experience with their sphere of influence
3. Who are my competitors?
A. Aspirational/higher segment competitors:
1. Skinceuticals
2. La Mer
3. Caudelie
B. Peer segment competitors:
1. Drunk Elephant
2. Tatcha
3. Fresh
4. Tata Harper

© Thine Labs, LLC CONFIDENTIAL—DO NOT DISTRIBUTE

 5. Sunday Riley
6. Kate Somerville
4. What is my competitors’ brand position?
A. Aspirational/higher segment competitors:
1. Skinceuticals-- Advanced skincare backed by science
2. La Mer—Potent, coveted and inspired by the sea
3. Caudelìe-- Experience the power of the vine with effective, natural, and luxurious
vineyard-inspired skincare from Bordeaux France.
B. Peer segment competitors:
1. Drunk Elephant—Effective, non-toxic formulas that reset skin to a healthy state
2. Tatcha—The art of Geisha pure skin
3. Fresh-- Pure beauty inspired by natural ingredients, time-honored rituals and modern
science
4. Tata Harper—100% natural and non-toxic luxury skincare handcrafted without a drop
of synthetic chemicals
5. Sunday Riley—Smart, high-performance skincare focusing on fast results with long-
term payoff
6. Kate Somerville-- Clinic-created for real results
5. What problem does my company solve?
A. We solve the problem of how today’s woman feels (empowered, youthful, unstoppable) and
how they look to themselves in the mirror (tired, aged, dull).
B. Does anybody care?
1. Millions of women care
6. What is my value proposition?
A. Floreat delivers luxurious skincare solutions packed with high concentrations of active
ingredients
B. Is it distinctive? Somewhat distinctive. No one else makes this particular claim; although
some may deliver this in product
C. Is it relevant to my customers? Yes
7. When people think about my company or product, what are the feelings and associations I want them to have?
A. Smart—they made the right choice
B. Confident—their decision will get them the results they want—youthful, radiant, transformed
skin
C. Beautiful—their skin will look better than it ever has before
D. Belonging—to a group of similar women
E. Are they unique? Not necessarily
F. Can we “own” them? Not necessarily
8. What are the functional benefits that we deliver to our customers?
A. Healthy / Cleaner / non-polluted skin
B. Youthful look and glow
C. Evened skin tones-balanced skin
D. Reduced lines and wrinkles
9. What are the emotional benefits that only we deliver to our customers?
A. Youthful feeling
B. Confidence
C. Security
D. Relief that the finally found that transformative solution without gimics
10. What kind of personality will my brand have? Intelligent, affluent, feminine, the connection between science
and luxury
11. Which aspirational/higher segment identities do we like?
A. Skinceuticals
1. Likes
a) Credibility because of their staff (Dermatologists)
b) They have a lot of Allure awards and recognition
c) They have a broad product range that contains targeted highly-effective
treatments
2. Dislikes
a) Brand is too clinical, sterile, cold
B. La Mer

© Thine Labs, LLC CONFIDENTIAL—DO NOT DISTRIBUTE

 1. Likes
a) Great story- miracle broth
b) Exclusivity and price level
c) Cult-like following—devoted customers
d) Heavy, luxurious packaging
2. Dislikes
a) Price
b) They have petrochemicals in products
c) Not 100% transparent about ingredients
C. Caudelìe
1. Likes
a) Quality ingredients
b) Commitment to plant-based product
c) Environmental position
2. Dislikes
a) Packaging is boring, not luxurious
b) No “breakthrough” type product mentality, not much science
12. Which peer identities do we like?
A. Drunk Elephant
1. Likes
a) Fresh and vibrant
b) Good founder story
c) Position on eliminating harmful ingredients
2. Dislikes
a) A little too much fear in their marketing
b) Packaging is a little too simple
c) Voice of the brand does not evoke luxury or sophistication
B. Tatcha
1. Likes
a) Cult-like following
b) Consistent packaging across the range
c) Use of icon across packaging
2. Dislikes
a) Story seems a little unbelievable
C. Fresh
1. Likes
a) Imagery is clean, natural looking
b) Trust their formulations are healthy and safe
c) Voice is familiar
d) Good story
2. Dislikes
a) It’s a little plain-although by design
b) Not as luxurious a presence as we’d like
D. Tata Harper
1. Likes
a) Distinct brand color
b) Consistent packaging look
c) Good story
d) Good use of social media and influencers
2. Dislikes
a) Name sounds a bit strange
E. Sunday Riley
1. Likes
a) Well-written copy in familiar voice
b) Good product range with relevant products and price points
c) Clean design
d) Quality ingredients
2. Dislikes
a) Packaging seems a little cheap and plain

© Thine Labs, LLC CONFIDENTIAL—DO NOT DISTRIBUTE

 b) No web presence yet—not much on their story or position
F. Kate Somerville
1. Likes
a) Great story, although a bit cliché and dramatic
b) Medical/clinic background
c) Broad range of product
d) Trustworthy story and ingredients
2. Dislikes
a) Too emotional in her story video—cliché sounding
b) Packaging is a little too disjointed/inconsistent across the range—hasn’t
categorized well
13. Which non-industry identities do we like?
A. Tiffany
1. Likes
a) Consistent color across everything-distinctive
b) Sophisticated and luxurious, but reachable for some products
c) Elegant
d) Classic
2. Dislikes
none
B. Kate Spade
1. Likes
a) Differentiated voice
b) Vibrant
c) Playful and adventurous
2. Dislikes
a) Too quirky or odd
b) Could come off as cheap with costume-like designs, materials
C. Cartier
1. Likes
a) Bold
b) Classic
c) Luxurious
d) Emotional
2. Dislikes
a) Would like to see some warmth in voice and tone
D. Lola.com
1. Likes
a) Relatable
b) Great story-transparency
c) Feminine packaging
d) Personable
2. Dislikes
a) Not luxurious
b) Too simple
c) Younger age target than ours

© Thine Labs, LLC CONFIDENTIAL—DO NOT DISTRIBUTE