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KIEHLS NEW MENS ANTI-AGING FORMULA

DOES THE HEAVY LIFTING MEN WANT & NEED
Introducing Facial Fuel Heavy Lifting
Firming, Lifting, Anti-Wrinkle Moisturizer for Men

March 2013, New York, NY After over a century listening to the needs of its customers,
Kiehls Since 1851 continues this tradition with the introduction of Facial Fuel Heavy Lifting
Firming, Lifting, Anti-Wrinkle Moisturizer for Men. The latest introduction to Kiehls popular
Facial Fuel franchise, Heavy Lifting is a clinically-proven anti-aging treatment specifically
formulated for mens thicker, coarser skin.
Men are from Mars. Women are from Venus
John Gray, Ph. D, best selling author
Men have 2 good friends. Women have 7 best friends. Men can complete their complete fall
wardrobe shopping in 3 clicks of a mouse. Women will take 2 months, 3 shopping excursions, 4
sample sales and 5 returns to get it right. Men and women must be from different planets.
Not exactly but men do take a different approach than women to nearly everything in life.
That difference extends even to their skin physiology and even their skincare routine. Men want
to look good, professional, successful, youthful and healthy, yet men wont use 4-8 products to
get there. Men want easy-to-use, multi-tasking, yet easy to understand products with ingredients
theyve heard of and they want to see tangible results. No matter how advanced marketing to
men has become, men demand simple solutions that are to the point and results oriented.
At Kiehls, we have been focused on the needs of our male customers for decades--particularly
since the introduction in the 1970s of our White Eagle Shave Cream, a longtime customer
favorite, states Cammie Cannella, Vice President of Global Education and Customer
Relations. Over the years, we have garnered a reputation for developing products for men that
meet the unique needs of their skin. Even today, as men have become more sophisticated in their
skincare routines, increasingly demanding better results from the products they choose, they

appreciate the fact that theres no hype around our products. We create our formulas for men
first and foremost to work, and ultimately to be both simple to use as well as easy to incorporate
into a regimen.
Kiehls, a pioneer in mens skincare,
continues to meet a mans very specific skincare needs
With nearly 50 years of experience formulating products that meet the unique needs of a mans
skin, Kiehls chemists are true experts in developing skin care that delivers the superior results
for todays more sophisticated man.
Facial Fuel Heavy Lifting Firming, Lifting, Anti-Wrinkle Moisturizer for Men is a dualaction anti-aging formula to battle the aging skin of men. This formula begins with a first, very
important action gentle, yet thorough exfoliation to clear away surface layer debris. Utilizing
LHA Exfoliating Actives to break away surface layer debris on mens tougher, thicker skin, this
step not only immediately improves dull looking skin, it allows for the second action - lifting and
firming to occur more effectively.
Utilizing Linseed Extract in the second action, a proven lifting and firming powerhouse, the
formula deeply penetrates skin to strengthen and fortify its underlying layers for overall more
youthful looking skin.

DEAD SKIN
CELLS
SLOUGHED
OFF

EXFOLIATING & SMOOTHING

LHA Exfoliating Actives break away
surface layer debris and dullness on mens
tougher skin to immediately smooth, while
clearing the way for actives to penetrate more
deeply.

PENETR
ATES
DEEPLY

FIRMING & LIFTING

Linseed Extract, extremely high in vitamins
and strengthening proteins, can now easily
penetrate mens thicker skin to firm, lift and
reduce wrinkles.

At Kiehls, we have long recognized that mens skin is different than womens skin in several
important ways, states Dr. Angelike Galdi, Kiehls Head Chemist and AVP of Research
and Innovation. A mans skin is not only thicker, but tends to be oilier. And, men tend to
subject their faces, in particular, to more damaging forces, be it shaving, overexposure to UV or
a simply more rugged lifestyle. To assure optimal efficacy in an anti-aging formula, we needed
to formulate this product with these male-specific factors in mind.

To develop the most effective anti-aging product for a mans unique needs, Kiehls chemists
took a very focused approach throughout the development process:
Mens skin is thicker, with 25% more collagen. This thickness impacts the way mens skin ages
more slowly at first, but displaying deeper and more pronounced wrinkles later. This thickness
also impacts how effective an anti-aging moisturizer can be. To master this challenge, proper
exfoliation within this moisturizer was key. This unique step allows for the second action lifting and firming, to occur more effectively.
Considering that a mans skin is subject to more damage, from exposure to UV, environmental
pollutants and daily shaving, men require a product that is able to act on wrinkles while
decreasing any inflammation and free radicals on the skin. Kiehls Heavy Lifting is power
packed with Caffeine, known to decrease puffiness and Vitamin C, a well-documented
antioxidant. The results youthful, healthier looking skin.
Finally, a mans skin is oilier and tends to sweat more. This common issue causes many men to
shy away from hydrating for fear of adding more oil. Kiehls chemists formulated this product
with glycerin, known for its ability to absorb moisture without any greasiness or added oily
appearance.

Clinically-proven results +
Sophisticated male consumers salute significant results!
To provide a more "real life", male-specific, comprehensive evaluation of skin improvement, the
chemists at Kiehls utilized an all-new scientific measurement method Strong Skin Score, a
parameter defined as an average of the following: Firmness, Pinch Recoil and Skin Density
Scores.
The clinical study demonstrated1:
After first application, subjects Strong Skin Score improved immediately by 3.9%. After 4
weeks of continuous usage, Strong Skin Score improvement accelerated, reaching 8.6% - more
than double the improvement.
Significant improvement was also demonstrated on more stubborn signs of aging. In 4 weeks:
1

Brow Furrow fine lines improved 19.1%

Marionette Line improved 16.8%
Forehead fine lines improved 15.4%
Overall sagginess improved 5.3%
Overall skin roughness improved 9.5%

50 participants; Males, 35-60 yrs. of age , all skin types (normal, oily, dry, combination); 50% Self perceived sensitive skin; all
ethnicities (Fitzpatrick I-IV).

Consumer result shows in 4 weeks:

- 96% consumers agree skin feels hydrated / moisturized
- 88% consumers agree skin appears smoother
- 85% consumers agree skin appears firmer / tighter
- 81% consumers agree skin appears lifted

Potent age-defense complex:

Facial Fuel Heavy Lifting contains a potent, natural complex to infuse skin with energy and
reinforce skin age defenses for more effective anti-aging results.

Ingredient Glossary:
Capryloyl Salicylic Acid (LHA)
Provides targeted exfoliation, helps smooth imperfections on the skin, improves
dull looking skin, allows for better penetration of Linseed Extract, tightens and
cleans pores.
Linseed Extract
Linseed extract is extremely high in omega-3 fatty acids, B vitamins, potassium,
lecithin, magnesium, fiber, protein and zinc, which gives it strong anti-aging
capabilities to reduce wrinkles and increase firmness.
Glycerin
This humectant draws moisture from the air to increase immediate and
prolonged hydration; helps skin regain its suppleness and smoothness.
CAFFEINE
Caffeine is a naturally occurring substance obtained as a by-product of
decaffeinated coffee; known for its stimulating properties. In facial skincare, it
is used to energize and reduce dullness on the skin.
Vitamin C
A well known antioxidant that helps to neutralize free radicals involved in skin
aging, increasing the cell turnover process to reveal skins natural radiance

continued on next page

Dr. Angelike Galdi

Kiehls Head Chemist, Assistant Vice President of Research & Development
Dr. Angelike Galdi is the Head Chemist, Director of Research &
Development for Kiehls Since 1851. She is an award-winning chemist
specializing in skincare and suncare formulations and has helped develop
nine breakthrough patents in the beauty industry.
Dr. Galdi attended Rutgers University where she received her Bachelors
in Chemistry and her Masters in Biochemistry. Subsequently, Dr. Galdi
received her doctorate at St. Johns University in the Pharmaceutical
Sciences and Cosmetic Science Program.
In 1998, Dr. Galdi received the Young Scientist of the Year Award from
the Society of Cosmetic Chemists. In 2002, Dr. Galdi was named
honoree for the Tribute to Women and Industry from the YWCA of Central New Jersey.
Most recently, Dr. Galdi presented her research at the prestigious American Academy of
Dermatology Leadership Meeting to top specialists from around the world.

Cammie Cannella
Kiehls Vice President of Education and Customer Relations, Worldwide
Cammie Cannella is the Vice President of Global Education
Development for Kiehls Since 1851. She oversees the educational
curriculum for Kiehls Customer Representatives, sales force and
corporate employees in Kiehls stores and offices around the world.
Kiehls Customer Service model has recognized across business
industries and year after year in the media, as a model program a feat
Kiehls attributes to Cammie and her team.
Cammies career with Kiehls Since 1851 began more than a decade
ago at the original Kiehls Flagship store in New York City.
Cammie, who is described by her co-workers as both eloquent and
dynamic, also serves as the face of Kiehls through her position as
the companys official spokesperson, a title she has held for over 15 years. Of her role as
company spokesperson, Cammie says that she relishes the opportunity to share with others the
rich traditions and distinguishing values that Kiehls represents.
Kiehl's was founded as an old-world apothecary in New York's East Village neighborhood. Its unique,
extensive background represents a blend of cosmetic, pharmaceutical, herbal, and medicinal knowledge
developed and advanced through the generations.

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