fraxel brand guide 081208
DESCRIPTION
Brand Style GuideTRANSCRIPT
Brand IdentIty GuIdelInes
COntents
seCtIOn One - IntrOduCtIOn and BaCkGrOund
1.1 Letter from Director of Consumer Marketing
1.2 Purpose and use
1.3 History of Reliant and the creation of Fraxel Laser Technology
1.4 Relationship between the Fraxel product line and Reliant
1.5 The Fraxel brand mission and corporate statements
1.6 Fraxel Brand Voice and Verbal Attributes
1.7 Audience groups
seCtIOn twO - lOGO, standards
2.1 Fraxel Brand Logo and Logotype
2.2 Approved Fraxel Brand Logo Usage
2.3 Approved Fraxel Brand Logo Color Usage
2.4 Product Line Logo Usage - Consumer
2.4.1 Product Line Logo Usage - Consumer
2.5 Product Line Logo Color Usage - B2B
2.6 Logo do’s and don’ts - Do’s
2.7 Logo do’s and don’ts - Dont’s
seCtIOn three - tyPOGraPhy
3.1 Typography / Font Family
3.2 Typography Usage
3.3 Product Line references within text - Consumer and B2B
seCtIOn FOur - COlOr Palette and PhOtOGraPhy
4.1 Fraxel Brand Corporate Base Color Palette
4.2 Fraxel Product Line Key Color Palette
4.3 Faces
4.4 Abstracts – Horizontal Examples
4.5 Abstracts – Vertical Examples
seCtIOn FIve - desIGn systeM
5.1 Design Grid
5.2 Collateral and Advertising - Consumer (Faces of Fraxel)
5.3 Collateral and Advertising - Consumer (Fraxel Lifestyles)
5.4 Collateral and Advertising - Consumer (Product Line Advertising, version 1)
5.4.1 Collateral and Advertising - Consumer (Product Line Advertising, version 2)
5.5 Collateral and Advertising - Consumer (Fraxel Family of Products)
5.5.1 Collateral and Advertising - Consumer (Fraxel Family of Products)
5.6 Collateral and Advertising - B2B (Product Collateral)
5.6.1 Collateral and Advertising - B2B (Product Collateral)
5.7 Collateral and Advertising (Invitation 1)
5.8 Collateral and Advertising (Invitation 2)
5.9 Collateral and Advertising (Fraxel.com)
© 2008 reliant technologies, Inc.
seCtIOn 1 – IntrOduCtIOn and
BaCkGrOund
1.1 Letter from Director of
Consumer Marketing
What began in 2001 as a group of scientists uniting to create a new solution for aging
and sun-damaged skin, has quickly evolved into the industry standard for laser-based,
non-surgical skin resurfacing treatments.
The rapid adoption of Reliant’s true fractional lasering technology is no surprise and the
success of our Fraxel® product line is certainly no accident. Rather, it is the culmination of
steady, methodical advancement based on sound ideals and a well-defined product plan
for sustained growth.
As Fraxel product offerings continue to grow and develop, managing the value of the
Fraxel brand becomes more and more important. Just as the Fraxel product line is fueled
and directed by a deliberate plan, this document serves as the plan for managing and
building the Fraxel brand. Built on a solid brand foundation this document outlines the
tools at our disposal to help all communications maintain consistency as we continue our
rapid growth.
The Fraxel brand standards and usage guide serves as the definitive brand identification
system for the Fraxel product line guiding the development and presentation of
messaging to each of our target groups. This system is the culmination of market
research and strategic choices, as well as extensive experience in the management and
activation of similar brands. These guidelines offer simple directions and guardrails to
keep the Fraxel brand identity on track, assuring unity, consistency and, we hope, a
resource to answer your questions and make your job a little easier.
Jim Venable
Director of Consumer Marketing
1.1
seCtIOn 1 – IntrOduCtIOn and
BaCkGrOund
1.2 Purpose and use
This manual is intended to guide team resources responsible for implementing brand
messaging and visual communications for the Fraxel® brand. The principles set forth are
meant to channel and enable – rather than inhibit – creativity. As such, they should always
be implemented with sound judgment based on established design principles with an eye on
elevating message and enhancing consistency across all communications.
The standards outlined within this document are to be followed by every individual
responsible for the design and application of printed and web applications for the Fraxel
brand.
1.2
seCtIOn 1 – IntrOduCtIOn and
BaCkGrOund
1.3 History of Reliant and the creation of Fraxel Laser
Technology
About Reliant Technologies
In 2001, a group of prominent laser scientists, leading clinicians, and business executives
came together with a shared vision. They vowed to bring a new intelligence and a fresh
approach to the problems of aging and sun-damaged skin. Their work would lead to
the creation of a new science and clinical approach that would fulfill the promise of laser
medicine.
The Reliant team created a breakthrough in laser delivery by focusing on “true fractional”
laser treatments. In the hands of clinicians worldwide, the proprietary Fraxel technology
platform has changed the treatment paradigm, elevating results and making new, safer
treatment options available to patients around the globe.
With this revolutionary technology and growing product portfolio, the Fraxel® brand is
positioned for growth and prepared to meet the challenges of the future, by becoming
the new market leader in aesthetic laser medicine and surgery.
About Fraxel Laser Technology and the Fraxel Product Line
Think of pixels in a photo when you think of Fraxel® Laser Treatment (FLT). If you look at
a newsprint photo up close, you’ll see that the image is actually comprised of thousands
of tiny spots of ink. Similarly, Fraxel Laser Technology produces thousands of tiny
treatment zones on skin, but just as important are the areas of skin the Fraxel laser leaves
untouched. The Fraxel laser is so precise that it penetrates through the first layer of skin,
as if it were a window, and leaves it completely intact. For every microscopic treatment
zone the laser targets and treats intensively, it leaves the surrounding tissue unaffected
and intact.
This truly “fractional” treatment allows the skin to heal much faster than if the entire
area were treated at once, using the body’s natural healing process to create new,
healthy tissue to replace skin imperfections.
1.3
seCtIOn 1 – IntrOduCtIOn and
BaCkGrOund
1.4 Relationship between the Fraxel product
line and Reliant
The Fraxel® product line – including Fraxel re:fine™, Fraxel re:store™, Fraxel re:pair®
and Fraxel Skin Ecology System – comprises one of the family of products under the
Reliant corporate umbrella.
Though a part of the larger corporate entity, the Fraxel brand is distinct in look, feel
and tonality. The relationship to the corporate brand – especially in consumer-facing
messaging – is rarely overt or direct, with the brand instead relying on its own
independent voice to communicate brand benefits.
1.4
seCtIOn 1 – IntrOduCtIOn and
BaCkGrOund
1.5 The Fraxel brand mission and corporate
statements
As a basic building block for consistent communications, we have developed key
message statements and phrases to provide a verbal snapshot of what the Fraxel®
brand stands for. Key messages can be applied to boilerplate statements in press
releases or to introduce the company in a brochure or a lecture.
About the Fraxel Systems
The Fraxel® family of products, which includes the Fraxel re:pair®, Fraxel re:store™
and the Fraxel re:fine™ laser systems, has quickly become the industry standard
for fractional aesthetic skin treatment. Unlike traditional laser devices, Fraxel brand
laser systems treat microscopic volumes of skin with each unique pulse, leaving
the surrounding area intact for fast healing. Fraxel lasers have received multiple
FDA clearances and have been found safe and effective in treating many areas of
the face and body. The Fraxel Skin Ecology System is the only uniquely formulated
cosmeceutical line designed to enhance the experience of Fraxel treatment. The
versatility of the product line ensures that patients can choose the best treatment for
various stages of their lives as their skin care needs evolve.
About Reliant Technologies
Reliant Technologies develops clinical solutions to rejuvenate aging and
environmentally damaged skin. Reliant is dedicated to providing the most ergonomic
and effective products to the global aesthetic marketplace. The company pioneered
the development of fractional laser resurfacing that relies on novel high-speed
scanning systems and the Intelligent Optical Tracking® system to produce safe and
effective results with minimal recovery time. Reliant is based in Mountain View, CA.
For more information, visit www.fraxel.com.
1.5
seCtIOn 1 – IntrOduCtIOn and
BaCkGrOund
1.6 Fraxel Brand Voice and Verbal Attributes
In all verbal and written communication, the Fraxel® brand voice should sound like
that of an expert – albeit an approachable expert – who explains technology and user
benefits simply, in transparent and easy-to-follow language. The brand vocabulary
should be one of plain speak over technical, clear language as opposed to obtuse, short
words instead of long.
Reliant has defined several key, elemental words that quickly and clearly define the Fraxel
brand and product line – the Fraxel Verbal Brand Attributes. These terms should be
communicated as often and as clearly as possible in the expression of the Fraxel brand
and its applications. Each piece of communication from press releases to collateral pieces
should be checked for alignment and incorporation (but not overuse) of these brand
attributes.
Brand Attributes:
Contemporary
Prestigious
Accessible
Luxury
Aspirational
Credible
Quality
Safe
Innovative
1.6
seCtIOn 1 – IntrOduCtIOn and
BaCkGrOund
1.7 Audience groups
Every piece of brand communication should be targeted to specific audience groups to
address their specific needs, questions or concerns. That said, often times consideration
must be given to multiple audiences that will be exposed to any single communications
piece.
Core audiences for the Fraxel product line include:
Consumers and Consumer Influencers
Target Segments
Consumer Media
Physicians and Clinicians
Plastic Surgeons
Dermatology Professionals
Non-Core MDs (OB/Gyns, GP, etc.)
MedSpas
Internal
Employees
Board of Directors
Peer Community
Corporate Partners
Industry Media
Competitors
Recruits
1.7
Brand IdentIty GuIdelInesSECTION 2 - LOGO, STANDARDS
seCtIOn 2 - lOGO, standards2.1 Fraxel Brand Logo and Logotype
The Fraxel® Brand Logo is made up of the Fraxel
logotype and logomark which together serve
as the visual cornerstone of our brand.
The Fraxel logotype is Contemporary,
Accessible, Credible, Quality and Innovative.
The Fraxel logomark is based on the
golden section, a mathematical formula of
proportion used by artists and architects
in the Renaissance that was thought
to be most aesthetically pleasing of all
proportions. The Fraxel logomark marries
the elegance of mathematical logic and
the freedom of organic growth to create
a spiraling abstraction that feels both
natural and precise. It alludes to both the
technology of the Fraxel product line and
the process of growth and regeneration the
brand uniquely enables.
2.1
seCtIOn 2 - lOGO, standards2.2 Approved Fraxel Brand Logo Usage
clear-space matrix
The Fraxel® Brand Logo consists of two graphic
elements - the logotype and logomark – that
are never to be separated. The proportions of
these two elements are also a constant not to
be altered. Only approved logo artwork is to
be used for any brand communications. For
access to approved logo artwork in a variety of
formats, contact [email protected].
Clearance
Always ensure that the proper amount of
clearance space separates the Fraxel Brand
Logo from any other graphic elements. (See
clear-space matrix below.)
Pantone PMS 7421ccmyk 0 100 30 60RGB 120 0 50WEB #660033
Burgundy (Coated)
Minimum Print Size Minimum Online Size
1.00” 72 pixels
x
x
x
x x
Pantone PMS 7421ucmyk 0 100 30 60
Burgundy (Uncoated)
2.2
seCtIOn 2 - lOGO, standards2.3 Approved Fraxel Brand Logo
Color Usage
Color
There are three color options for the Fraxel®
Brand Logo
100% PMS 7421 (preferred)
100% Black
100% White reversed out of a black field.
(See illus. x, color options.)
The Brand Logo can also be embossed.
Application
When applying the Fraxel Brand Logo to
a photographic or patterned background,
place it over areas of even color and detail
to ensure optimal legibility and to maintain
the balance (please refer to page 2.7 of this
document for reference.)
Registration
The registration “®” symbol must always
appear the same color as the logotype.
1-color signature
100% Black signature
Reversed White signature
2.3
seCtIOn 2 - lOGO, standards2.4 Product Line Logo Usage - Consumer
As the Fraxel® family of products continues to
grow, it will become even more important to
maintain a balance between product family
branding – the Fraxel brand name – and the
individual product identity for each products
and service. Product distinction must coexist
within an overarching brand framework. Only
approved artwork can be used.
Fraxel Consumer Product Lines include:
Fraxel re:pairtreatment™
Fraxel re:storetreatment™
Fraxel re:finetreatment™
Fraxel Skin Ecology System
Approved Fraxel Product Line Logo
Applications
The Fraxel Product Line logos follow
the same design principles as the Fraxel
umbrella brand.
Minimum Print Size Minimum Online Size
x
x
x
x x
1.00” 72 pixels1.00”
x
x
x
x x
x
x
x
x x
1.00”
2.4
seCtIOn 2 - lOGO, standards2.4.1 Product Line Logo Usage - Consumer
Color
The Fraxel® Product Line Logos are made up of
the Product Line Key Color Palette (page 4.2),
PMS 7421 and 100% and 60% Black. In order
to maintain consistency, the preferred use of
the Fraxel Brand Logo is the 4-color version on
a white background.
When printing, it is preferred that PMS 7421
be reproduced as a spot color. If the budget
dictates, Product Line Logos can be printed in
one-color black (with the word “treatment”
printing in 60% black), or reversed to 100%
white (with the words “re” and “pair” in
60% black). Product Line Logos may also be
embossed.
Application
When applying the Fraxel Product Logos to
a photographic or patterned background,
place it over areas of even color and detail
to ensure optimal legibility and to maintain
the balance (please refer to page 2.7 of this
document for reference.)
Registration
The registration “®” symbol will always
appear the same color as the logotype.
2-color signature
4-color signature
Corporate Base Color Palette
Product Line Key Color Palette
100% Black and 60% Black signature
Reversed White and 60% Black signature
PMS 7421cCMYK 0 100 30 60RGB 120 0 50WEB #660033
Burgundy
re:pair re:store re:fine
CMYK 0 0 0 100 RGB 0 0 0WEB #000000
Black
CMYK 0 0 0 60RGB 153 153 153WEB #999999
60% Blk
2.4.1
PMS 471
CMYK 00 59 100 18
RGB 206 112 25
WEB #CE7019
PMS 5275
CMYK 60 47 00 30
RGB 85 98 147
WEB #556293
PMS 5773
CMYK 35 09 63 14
RGB 152 173 112
WEB #98AD70
seCtIOn 2 - lOGO, standards2.5 Product Line Logo Color Usage - B2B
Business To Business
Use B2B logo configurations when targeting
messaging to businesses audience groups,
i.e., Physicians and Clinicians. Product line
descriptors underneath the Fraxel Logo have
been designed to relay only the product name.
The treatment of the text and the color palette
remain the same and the overall appearance
takes on very direct feel.
Application
When applying the Fraxel® Product
Logos on a photographic or patterned
background, place it over areas of even
color and detail to ensure optimal legibility
and to maintain the balance (please refer to
page 2.7 of this document for reference.)
Registration
The registration “®” symbol will always
appear the same color as the logotype.
2.5
seCtIOn 2 - lOGO, standards2.6 Logo do’s and don’ts
Do’s
The Fraxel® Brand Logo and the Fraxel Product
Line Logos have been designed for use in
a wide variety of mediums and for various
collateral applications.
If the background is light in color, the signature
should be used as recommended in two
colors. Whenever the signature appears on a
dark background, the signature should be
reproduced in white and 60% black Shown
on page 2.5.
Acceptable color usage: Reversed white on PMS 7421 color background.
Acceptable color usage: Reversed white on an environmental background.
Acceptable color usage: 2 color product line logo on PMS 8001 or warm grey 4 color background.
Acceptable color usage: 2 color product line logo on PMS 7401 color background.
Acceptable color usage: 2 color product line logo on white and image color background.
Acceptable color usage: 4 color product line logo on white and image color background.
2.6
seCtIOn 2 - lOGO, standards2.7 Logo do’s and don’ts
Dont’s
As visual illustration of the high-level Fraxel®
Brand and Product Logo guidelines, below are
a few examples of common misuses.
Do not use the Fraxel logomark as a graphic element or pattern.
The logotype and logomark must not be separated.
Do not use the Fraxel Brand Logomark as a
outline element.
Do not change the color on the Fraxel
Brand Logomark.
Do not reposition the Fraxel Brand
Logomark.
Do not position the Fraxel Brand Logo angled
and/or place on separate color background.
Do not change the color on Fraxel
product line logomark.
Do not change the placement on Fraxel
product line logo.
Do not change dot placement on Fraxel
product line logomark.
Do not reposition the Fraxel product
line logo.
Do not use different font on the
product line logo.
Do not change color on the
Fraxel product line logo.
treatment
2.7
Brand IdentIty GuIdelInesSECTION 3 - TYPOGRAPHY
seCtIOn 3 - tyPOGraPhy3.1 Typography / Font Family
The core type font for the Fraxel® brand is
Frutiger. Different weights and variations within
the Frutiger font family are designated by the
use of numbers rather than names to eliminate
naming confusion. The font may be used in any
Frutiger font weights, with the exception of the
Ultra 95 font set.
Frutiger’s simple and legible character
parallel and support many of the Fraxel®
Brand Verbal Attributes: Contemporary,
Accessible, Credible, Quality and Innovative.
Frutiger 45 Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890., ;:?!@&*() [] { }_
Frutiger 46 Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890., ;:?!@&*( ) [] { }_
Frutiger 55 Roman
aBCdeFGhIJklMnOPQrstuvwXyZ
abcdefghijklmnopqrstuvwxyz
1234567890., ; :?!@&*()[] { }_
Frutiger 56 Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890., ;:?!@&*()[]{ }_
Frutiger 65 Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890., ; :?!@&*() [] { }_
Frutiger 66 Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890., ; :?!@&*()[]{ }_
Frutiger 75 Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890., ; :?!@&*()[]{}_
Frutiger 76 Black Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890., ; :?!@&*()[]{}_
Frutiger 47 Light Roman Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890., ; :?!@&*() [] { } _
Frutiger 57 Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890., ; :?!@&*( ) [ ] { }_
Frutiger 67 Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890., ; :?!@&*() [] { }_
Frutiger 77 Black Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890., ; :?!@&*() [ ] { }_
Frutiger 87 Extra Black Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890., ; :?!@&*() [ ]{}_
3.1
seCtIOn 3 - tyPOGraPhy3.2 Typography Usage
Below are a few guideline examples of the
Frutiger font family, weight, size and leading for
common usages.
lIFe ChanGes yOur skIn.FRAXEL® TREATMENT REVIVES IT.turn back the clock with Fraxel re:store treatment.
Regain your youthful appearance with the revolutionary new Fraxel treatment.
Imagine going back to a time before you worshipped the sun, before
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel treatments reduce the appearance of
the fine lines, sun spots and those dreaded wrinkles from around your
eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it.
Font call-outs to be added in mechanical process.
INTRODUCTORY OFFER
save up to $XXX on yourFraxel treatment series.
For Information, please contact:Dr. Sample, M.D.,F.A.C.S.XXXX Street Name, Ste. XXXCity, State XXXXXCall XYZ office to scheduleyour appointment.
(456) 123-4567www.webaddress.com
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc.
3.2
seCtIOn 3 - tyPOGraPhy3.3 Product Line references within
text - Consumer and B2B
Product Line references are to be used in
heading or body text as shown below. All
instances of the following brand references in
copy, such as Fraxel re:pair, Fraxel re:store or
Fraxel re:fine, should be italicized and treated
as shown. Fraxel trademarked lines and Fraxel®
products other than the examples above
should be initial caps and non-italic.
Other Reliant trades treatment(HEADING OR TEXT)
Fraxel® family of productsResults You Can See and Feel.®
Fraxel® family of productsresults you Can see and Feel®
Superscript
Consumer
Product line text
B2B
Product line text
Results You Can See and Feel.Fraxel re:pair® treatment is a revolutionary new way to correct aged and damaged skin - without the prolonged downtime or adverse reactions of other resurfacing procedures.
Defining a new standard for aesthetic laser skin treatment.
The pioneers of fractional resurfacing bring you the Fraxel re:fine™ laser as an additional choice for the skin rejuvenation.
Italicized 100% Black
Roman 100% BlackSuperscript 100% Black
B2B Stand alone
product line text
ConsumerStand alone
product line text Fraxel re:pairtreatment™
Fraxel re:pair® laser
Italicized Fraxel 100% PMS 7421
Italicized 100% PMS 7421
Italicized 100%PMS 7421 Italicized 100% PMS 7421
Italicized 100% PMS 7421
Italicized 100% Product Call
Italicized 100% Product Color
Superscript 100% PMS 7421
Italicized 100% PMS 7421
Italicized 100% PMS 7421
3.3
Brand IdentIty GuIdelInesSECTION 4 – COLOR PALETTE AND PHOTOGRAPHY
seCtIOn 4 – COlOr Palette &
PhOtOGraPhy4.1 Fraxel Brand Corporate Base
Color Palette
The Fraxel Brand Corporate Base Color Palette
is to be used whenever general Fraxel brand
communication materials are being developed.
Color guidelines relating to general Fraxel Logo
and type treatments can be found in section
two of this document, Later, in section five this
color palette’s use is demonstrated in general
Fraxel advertising and collateral applications.
Please notice how this base color palette is
used to differentiate the general Fraxel brand
image from the Fraxel product line. Find the
Product Line Key Color Palette on the following
page. White is the dominant background color
and should be used in most cases. The accent
colors should be used as backgrounds only
when they are needed to provide variety, or to
differentiate sections. Accent colors are used to
emphasize and highlight information and also
used for backgrounds.
PMS 7421, burgundy, is the driver of our brand
colors. When combined with our metallic silver,
PMS 8001, PMS Warm Gray 4, along with an
application of white, the Fraxel brand really
comes to life.
ACCENTPMs 7401
CMyk 0 4 18 0
rGB 255 255 204
weB #ffffcc
PREFERRED BACKGROUND whIte
PMs warM Gray 4
CMyk 0 4 9 24
rGB 202 194 184
weB #bdb6b1
BlaCk
FRAXEL BRAND CORPORATEBASE COLOR PALETTE
PMs 8001 (Metallic silver)
CMyk 51 43 45 8
rGB 110 109 106
weB #6e6d6a
PMs 7421
CMyk 0 100 30 60
rGB 120 0 50
weB #660033
4.1
seCtIOn 4 – COlOr Palette &
PhOtOGraPhy4.2 Fraxel Product Line Key Color Palette
Fraxel re:finetreatment™
Fraxel re:storetreatment™
Fraxel re:pairtreatment™
Fraxel Skin Ecology System
Each product in the Fraxel® Laser Treatment
line is represented by a color in the Fraxel
Product Line Key Color Palette. Colors from
the Primary Color Palette have also been
included in the Fraxel Product Line Key Color
Palette ensuring a close association with the
overall brand image. Examples of Product Line
color usage can be located on pages 2.4 - 2.6,
also 5.4 and 5.4.1. When a Fraxel Product is
highlighted in text, the burgundy, PMS 7421,
is the anchor color and the associated Product
Line color is used as shown below.
BlaCk
CMyk 0 0 0 100
rGB 153 153 153
weB #999999
PMs 7401
CMyk 0 4 18 0
rGB 255 255 204
weB #ffffcc
PMs warM Gray 4
CMyk 0 4 9 24
rGB 202 194 184
weB #bdb6b1
FRAXEL PRODUCTLINE KEY COLOR PALETTE
FRAXEL CORPORATE BASE COLOR PALETTE
BACKGROUND
FRAXEL re:fine™ FRAXEL re:store™ FRAXEL re:pair® FRAXEL Skin Ecology System
FRAXEL PRODUCT LINE TYPE COLOR EXAMPLE
PMs 7421
CMyk 0 100 30 60
rGB 120 0 50
weB #660033
Fraxel re:fine™
PMs 471
CMyk 00 59 100 18
rGB 206 112 25
weB #Ce7019
Fraxel re:pair®
PMs 5275
CMyk 60 47 00 30
rGB 85 98 147
weB #556293
Fraxel re:store™
PMs 5773
CMyk 35 09 63 14
rGB 152 173 112
weB #98ad70
Fraxel
Skin Ecology System
PMs 7407
CMyk 19 25 100 0
rGB XXX X XX
weB #XXXXXX
Fraxel re:fine Orange:
Signifying transition and a youthful, glowing vibrancy, this warm hue conjures the movement into something new, the sunrise that comes between darkness and daylight and the opportunity of a refreshing rejuvenation that Fraxel re:fine product provides.
Fraxel re:store Green:
This soft green is abundant in nature and signifies health, renewal and the subtle, natural regrowth that the Fraxel re:store product promotes.
Fraxel re:pair Blue:
This deep rich blue embodies the intelligence and confidence that comes with experience as well as the subtle restorative power of the Fraxel re:pair product to cool the aging process and a return the fresh vibrancy of youth.
Fraxel Skin Ecology System Gold:
Denoting prestige, luxury and grandeur, this rich color is the embodiment of the Fraxel Brand Attributes and the ability of the Fraxel Skin Ecology System to bring skin to its full wealth and potential.
4.2
seCtIOn 4 – COlOr Palette &
PhOtOGraPhy4.3 Faces
Photographic imagery should enhance and
support the essence of the Fraxel® Brand
Verbal Attributes through our brand voice –
contemporary, prestigious, accessible luxury,
credible, quality and innovative – all while
complementing the clear and sophisticated
look of our brand.
When it comes to photography use, often times
the medium drives usage parameters. These
are not hard-and-fast rules. Whenever possible,
color imagery is preferred for use with all
advertisements and marketing materials.
Posing
The consumer portrait photography used
with the Fraxel brand should be realistic,
casually-posed shots that show full facial
features. Subjects should appear in naturally lit
environments, facing or looking at the camera
(or at least squared to camera with visual focus
elsewhere). Typically, Fraxel consumer portraits
are silhouetted from their original background
and instead inhabit a white or abstract
background.
Tone
Attitudinally, Fraxel portrait faces typically
include:
• A look of subtle confidence or conspiratorial
spirit
• An aspirational attractiveness, but not
“supermodel”
• A real-life, real-world look and setting
• Easily clipped/silhouetted background
Composition
Portrait photos should be cropped tightly
around the face, with no discernible
background showing. Portraits with stylized
“technique” elements such as blurring or forced
perspective should be avoided.
CORRECT
INCORRECT
Do not use photographs with busy backgrounds.
Do not use photographs that look mediocre—through subject matter, style or when cropped.
Do not use photographs with artificial lighting or showing heavily made-up models.
4.3
seCtIOn 4 – COlOr Palette &
PhOtOGraPhy4.4 Abstracts – Horizontal Examples
Abstracts
Abstract environment photography consists of
out-of-focus photographs of real environments.
These images create a narrative about the
world we live in, which includes different
environmental factors that affect our skin. The
images should not be overtly representational,
since they are intended to communicate
an impression rather than convey specific
information.
CORRECT
4.4
seCtIOn 4 – COlOr Palette &
PhOtOGraPhy4.5 Abstracts –Vertical Examples
The out-of-focus effect is created in-camera,
and whenever possible, images should not be
blurred digitally. Use of abstracts should be
restricted to full-bleed backgrounds or at a
minimum, bleeding off at least two edges of
the page or panel.
CORRECT
4.5
Brand IdentIty GuIdelInesSECTION 5 – DESIGN SYSTEM
seCtIOn 5 – desIGn systeM5.1 Design Grid
The Fraxel® grid is a precisely constructed
system of underlying divisions that indicate
where you place type, images and other
elements on the page. The grid provides
the framework for your designs and ensures
brand consistency among multiple collateral
documents. The Fraxel brand uses a 10-column
grid that provides flexibility when creating a
variety of collateral materials.
Sometimes it’s polite to stare.Rejuvenate your skin. Results so dramatic you’ll love looking in the mirror.
Turn back the clock with Fraxel re:pair™ treatment. Imagine looking into the mirror and appearing as energetic, youthful and confident as you feel.
With Fraxel re:pair™ treatment, dramatic results are just a single treatment away. This revolutionary new procedure delivers smoother, tighter skin … reduced wrinkles and improved tone and texture. All without surgery or prolonged downtime. Call us today to schedule your appointment.
LIFE CHANGES YOUR SKIN. FRAXEL® TREATMENT REPAIRS IT.
INTRODUCTORY OFFERSave up to $XXX on your Fraxel Treatment Series
For information, please contact:
Dr. Sample, M.D., F.A.C.S.
xxxx Street Name, Ste. xxxCity, State xxxxxCall XYZ Office to schedule your appointment
(456) 123-4567www.webaddress.com
PN 10-04380-LS01 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:pair and the Fraxel re:pairtreatment are trademarks or registered trademarks of Reliant Technologies, Inc. Other names and brands may be claimed as the property of others. 00487 (01/08)
Newspaper_repair_Mat_FullPage_Fin.indd 1 2/5/08 1:35:39 PM
Ten vertical columns and seven horizontal rows divide the space of each page. A space of 0p9 should be used
between each grid unit.
Fraxel Brand Treatment logo on right top corner location
Images should always align within the grid
Preferred logo placement on grid.8” bottom x height of logotype2.2” left align logotype
Plan for empty space.
Text or images can span one-column or occupy multiple columns Allow space for side bar, it can occupy
multiple columns
5.1
.8”
2.2”
seCtIOn 5 – desIGn systeM5.2 Collateral and Advertising - Consumer
Faces of Fraxel
The following pages contain examples
of advertising and collateral material,
highlighting the final design details, such
as the key color palette for Fraxel products,
body text and logo placement.
When the Fraxel® Brand Identity guidelines and
graphic elements come together, they result in
powerful, consistent marketing material which
reinforce the Fraxel brand attributes and project
a high-quality corporate image. Each individual
piece of Fraxel brand communication relates
to the larger Fraxel brand story and form a
strong structure of corporate communication.
The following pages demonstrate the pieces
coming together and the strength and
consistency of the total system.
Faces of Fraxel
Our Faces of Fraxel advertising campaign
highlights the confident fresh faces and healthy
luminous skin of individuals who represent post
Fraxel treatment.
Regain your youthful appearance with the revolutionary new Fraxel treatment.
Imagine going back to a time before you worshipped the sun, before
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of fine
lines, sun spots and those dreaded wrinkles from around your eyes.
When life changes your skin, call us today to learn how Fraxel treat-
ment can help your restore it.
LIFE CHANGES YOUR SKIN. FRAXEL® TREATMENT RESTORES IT. Turn back the clock with Fraxel re:store treatment.
INTRODUCTORY OFFERSave up to $XXX on your Fraxel Treatment Series
For information, please contact:
Dr. Sample, M.D., F.A.C.S.
xxxx Street Name, Ste. xxxCity, State xxxxxCall XYZ Office to schedule your appointment
(456) 123-4567www.webaddress.com
PN 10-04433-LS04 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment are trademarks or registered trademarks of Reliant Technologies, Inc. Other names and brands may be claimed as the property of others. 00534 (02/08)
10-04433-LS04_R1Fin_0534_restore_Latino_FullPage_grey.indd 1 2/7/08 2:17:29 PM
Regain your youthful appearance with the revolutionary new Fraxel treatment.
Imagine going back to a time before you worshipped the sun, before
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of fine
lines, sun spots and those dreaded wrinkles from around your eyes.
When life changes your skin, call us today to learn how Fraxel treat-
ment can help your restore it.
LIFE CHANGES YOUR SKIN. FRAXEL® TREATMENT RESTORES IT. Turn back the clock with Fraxel re:store treatment.
INTRODUCTORY OFFERSave up to $XXX on your Fraxel Treatment Series
For information, please contact:
Dr. Sample, M.D., F.A.C.S.
xxxx Street Name, Ste. xxxCity, State xxxxxCall XYZ Office to schedule your appointment
(456) 123-4567www.webaddress.com
PN 10-04432-LS04 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment are trademarks or registered trademarks of Reliant Technologies, Inc. Other names and brands may be claimed as the property of others. 00534 (02/08)
10-04432-LS04R1Fin_00534_restore_Blonde_FullPage_grey.indd 1 2/7/08 2:10:02 PM
Main heading-Frutiger 55 Roman and 65 Bold 14/15pt all caps. Color-100 blk
First level Sub-heading-Frutiger 55 Roman 8/11pt U/L case. Color-100 blk
Second level Sub-heading-Frutiger 65 Bold 10/11pt U/L case. Color-100 blk
Body text-Frutiger 45 Light 8/12pt U/L case. Color-100 blk
Transparency-Normal 45%
Transparency-Normal 35%
Introductory offer heading-Frutiger 65 Bold 10pt all caps Color-0c, 100m, 30y, 60k
Introductory offer text-Frutiger 55 Roman12/12pt U/L case Color-0c, 100m, 30y, 60k
Doctor Information text- Frutiger 55 Roman and 65 Bold 11/14pt U/L case. Color-0c, 100m, 30y, 60k
Side bar color- 21c, 20m, 25y, 0k
Legal text- Frutiger 45 Light 6/6pt U/L case. Color-100Blk
When selecting an image, show real people, simple background, eye contact, portraits with a clear focal point is more engaging
0.13” rounded corner with 0.25” away from trim
Fraxel Brand Treatment logo on right top corner location
Use PMS7401 cmyk mix
Regain your youthful appearance with the revolutionary new Fraxel treatment.
Imagine going back to a time before you worshipped the sun, before
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of fine
lines, sun spots and those dreaded wrinkles from around your eyes.
When life changes your skin, call us today to learn how Fraxel treat-
ment can help your restore it.
LIFE CHANGES YOUR SKIN. FRAXEL® TREATMENT RESTORES IT. Turn back the clock with Fraxel re:store treatment.
INTRODUCTORY OFFERSave up to $XXX on your Fraxel Treatment Series
For information, please contact:
Dr. Sample, M.D., F.A.C.S.
xxxx Street Name, Ste. xxxCity, State xxxxxCall XYZ Office to schedule your appointment
(456) 123-4567www.webaddress.com
PN 10-04433-LS04 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment are trademarks or registered trademarks of Reliant Technologies, Inc. Other names and brands may be claimed as the property of others. 00534 (02/08)
10-04433-LS04_R1Fin_0534_restore_Latino_FullPage_grey.indd 1 2/7/08 2:17:29 PM
0.25”
5.2
seCtIOn 5 – desIGn systeM5.3 Collateral and Advertising - Consumer
Fraxel Lifestyles
The Fraxel Lifestyles advertising campaign
highlights individuals and their stories. “Life
in progress” imagery and specific verbal
messaging, directly relating to the person in
the ad give the feeling of someone telling the
story of issues they have had with their skin and
how a specific Fraxel® Laser Treatment product
helped them regain their youthful appearance.
“When I was a teenager, I would go to the beach and lie
out as long as I could to get that golden tan. Since I’ve had
the Fraxel treatment, I don’t have any more brown spots or
wrinkles around my eyes.”
Fraxel re:fine™ treatment provides safe, gentle resurfacing for
women in their 20s and 30s. Prevent or address the first signs
of aging such as fine lines and mild pigment problems—
without downtime.
“NO ONE CAN TELL I’ve spent a lifetime worshipping the sun.”
Regain your youthful appearance with the revolutionary new Fraxel® treatment.
INTRODUCTORY OFFERSave up to $XXX on your Fraxel Treatment Series
For information, please contact:
Dr. Sample, M.D., F.A.C.S.
xxxx Street Name, Ste. xxxCity, State xxxxxCall XYZ Office to schedule your appointment
(456) 123-4567www.webaddress.com
COMPANY
LOGO
PN 10-04416-LS02 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel , the Fraxel logo, Fraxel re:fine and the Fraxel re:finetreatment are trademarks or registered trademarks of Reliant Technologies, Inc. Other names and brands may be claimed as the property of others. 00535 (03/08)
Now available at XYZ Office
10-04416-LS02_R1Fin_00535_Refine_Brun_FullPage.indd 1 3/4/08 2:27:40 PM
Results You Can See and Feel®
Call us today to schedule your Fraxel® treatment consultation.
Career… family… friendship… home. No matter how crazy your schedule, there are some things you always nurture and protect. Shouldn’t your skin be one of them?
Fraxel re:store™ treatment is a non-invasive treatment proven to reverse the signs of aging, wrinkles around the eyes, sun spots and acne scars. It induces collagen production helping your skin return to its original beautiful glow. You’ll get remarkable results with minimal downtime.
So call today to do something great for your skin.
REGAIN YOUR YOUTHFUL APPEARANCEwith the revolutionary new Fraxel re:store™ treatment.
INTRODUCTORY OFFERSave up to $XXX on your Fraxel Treatment Series
For information, please contact:
Dr. Sample, M.D., F.A.C.S.xxxx Street Name, Ste. xxxCity, State xxxxx
Call XYZ Office to schedule your appointment
(456) 123-4567www.webaddress.com
PN 10-04392-LS02 Rev 1 ©2008 Reliant Technologies, Inc. Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:storetreatment and Results You Can See and Feel are trademarks or registered trademarks of Reliant Technologies, Inc. in the United States and other countries. 00395 (01/08)
YOUR CELL PHONE ISN’T ALL THAT NEEDS RECHARGING. Take time for you. Rejuvenate your skin.
Magazine_OnTheMove_FullPage_Fin.indd 1 2/5/08 12:28:51 PM
When selecting an image, show real people, eye contact, portraits should always appear natural, not posed and with an over stylish blur should be avoided.
5.3
seCtIOn 5 – desIGn systeM5.4 Collateral and Advertising - Consumer
Product Line Advertising
version 1
Fraxel re:fine™
Fraxel re:pair®Fraxel re:store™
Fraxel Skin Ecology System
Page 5.4 and 5.4.1 represent different color
treatment options for Fraxel product line
advertising or collateral. The overall look of
each product, Fraxel re:store, Fraxel re:pair,
Fraxel re:fine is consistent. The differences are
found in photo selection, color palette and
copy points which visually and verbally describe
the consumer benefits of each product. The
color difference is subtle, a defined color area,
such as a bar or block and always the color
treatment of the logo. See page 4.2 for the
Fraxel Product Line Key Color Palette. The
following page shows another color option.
lIFe ChanGes yOur skIn.FRAXEL® TREATMENT RESTORES IT.turn back the clock with Fraxel re:store treatment.
Regain your youthful appearancewith the revolutionary new Fraxel treatment.
Imagine going back to a time before you worshipped the sun, before
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of the
fine lines, sun spots and those dreaded wrinkles from around your
eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it.
INTRODUCTORY OFFER
(456) 123-4567
For Information, please contact:dr. sample, M.d.,F.a.C.s.XXXX street name, ste. XXXCity, state XXXXXCall XyZ office to scheduleyour appointment.
www.webaddress.com
save up to $XXX on yourFraxel treatment series
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc.
INTRODUCTORY OFFER
(456) 123-4567
For Information, please contact:dr. sample, M.d.,F.a.C.s.XXXX street name, ste. XXXCity, state XXXXXCall XyZ office to scheduleyour appointment.
www.webaddress.com
save up to $XXX on yourFraxel treatment series
lIFe ChanGes yOur skIn.FRAXEL® TREATMENT RESTORES IT.turn back the clock with Fraxel re:store treatment.
Regain your youthful appearancewith the revolutionary new Fraxel treatment.
Imagine going back to a time before you worshipped the sun, before
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of the
fine lines, sun spots and those dreaded wrinkles from around your
eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it.
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc.
YOUR CELL PHONE ISN’T ALL THAT NEEDS RECHARGINGTake time for you. Rejuvenate our skin.
INTRODUCTORY OFFER
(456) 123-4567
For Information, please contact:dr. sample, M.d.,F.a.C.s.XXXX street name, ste. XXXCity, state XXXXXCall XyZ office to scheduleyour appointment.
www.webaddress.com
save up to $XXX on yourFraxel treatment series
lIFe ChanGes yOur skIn.FRAXEL® TREATMENT RESTORES IT.turn back the clock with Fraxel re:store treatment.
Regain your youthful appearancewith the revolutionary new Fraxel treatment.
Imagine going back to a time before you worshipped the sun, before
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of the
fine lines, sun spots and those dreaded wrinkles from around your
eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it.
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc.
“NO ONE CAN TELLI’ve spent a lifetime worshipping the sun.”
SkinEcologySystem
INTRODUCTORY OFFER
(456) 123-4567
For Information, please contact:dr. sample, M.d.,F.a.C.s.XXXX street name, ste. XXXCity, state XXXXXCall XyZ office to scheduleyour appointment.
www.webaddress.com
save up to $XXX on yourFraxel treatment series
lIFe ChanGes yOur skIn.FRAXEL® TREATMENT RESTORES IT.turn back the clock with Fraxel re:store treatment.
Regain your youthful appearancewith the revolutionary new Fraxel treatment.
Imagine going back to a time before you worshipped the sun, before
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of the
fine lines, sun spots and those dreaded wrinkles from around your
eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it.
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc.
5.4
seCtIOn 5 – desIGn systeM5..4.1 Collateral and Advertising - Consumer
Product Line Advertising
version 2
Fraxel re:fine™
Fraxel re:pair®Fraxel re:store™
Fraxel SkinEcologySystem
lIFe ChanGes yOur skIn.FRAXEL® TREATMENT RESTORES IT.turn back the clock with Fraxel re:store treatment.
Regain your youthful appearancewith the revolutionary new Fraxel treatment.
Imagine going back to a time before you worshipped the sun, before
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of the
fine lines, sun spots and those dreaded wrinkles from around your
eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it.
INTRODUCTORY OFFER
(456) 123-4567
For Information, please contact:dr. sample, M.d.,F.a.C.s.XXXX street name, ste. XXXCity, state XXXXXCall XyZ office to scheduleyour appointment.
www.webaddress.com
save up to $XXX on yourFraxel treatment series
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc.
INTRODUCTORY OFFER
(456) 123-4567
For Information, please contact:dr. sample, M.d.,F.a.C.s.XXXX street name, ste. XXXCity, state XXXXXCall XyZ office to scheduleyour appointment.
www.webaddress.com
save up to $XXX on yourFraxel treatment series
lIFe ChanGes yOur skIn.FRAXEL® TREATMENT RESTORES IT.turn back the clock with Fraxel re:store treatment.
Regain your youthful appearancewith the revolutionary new Fraxel treatment.
Imagine going back to a time before you worshipped the sun, before
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of the
fine lines, sun spots and those dreaded wrinkles from around your
eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it.
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc.
“NO ONE CAN TELLI’ve spent a lifetime worshipping the sun.”
INTRODUCTORY OFFER
(456) 123-4567
For Information, please contact:dr. sample, M.d.,F.a.C.s.XXXX street name, ste. XXXCity, state XXXXXCall XyZ office to scheduleyour appointment.
www.webaddress.com
save up to $XXX on yourFraxel treatment series
lIFe ChanGes yOur skIn.FRAXEL® TREATMENT RESTORES IT.turn back the clock with Fraxel re:store treatment.
Regain your youthful appearancewith the revolutionary new Fraxel treatment.
Imagine going back to a time before you worshipped the sun, before
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of the
fine lines, sun spots and those dreaded wrinkles from around your
eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it.
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc.
YOUR CELL PHONE ISN’T ALL THAT NEEDS RECHARGINGTake time for you. Rejuvenate our skin.
skin ecology system
INTRODUCTORY OFFER
(456) 123-4567
For Information, please contact:dr. sample, M.d.,F.a.C.s.XXXX street name, ste. XXXCity, state XXXXXCall XyZ office to scheduleyour appointment.
www.webaddress.com
save up to $XXX on yourFraxel treatment series
lIFe ChanGes yOur skIn.FRAXEL® TREATMENT RESTORES IT.turn back the clock with Fraxel re:store treatment.
Regain your youthful appearancewith the revolutionary new Fraxel treatment.
Imagine going back to a time before you worshipped the sun, before
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of the
fine lines, sun spots and those dreaded wrinkles from around your
eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it.
PM 10-D4432-L504 Date 1 02008 Reliant Technologies, Inc Fraxel, the Fraxel logo, Fraxel re:store and the Fraxel re:store statement are trademarks or registered trademarks of Reliant Technologies, Inc.
5.4.1
It could only be one thing ...
F R A X E L S K I N S C I E N C E I S A C O M P L E T E S K I N C A R E S O L U T I O N N O M AT T E R Y O U R S TA G E I N L I F E O R S K I N C A R E G O A L S .
wrinkles and fine lines
acne scars
age and sun spots
< D E TA I L S I N S I D E
“Something’s different about you.”
Fraxel® Skin Science
To find a physician
in your area, visit
fraxel.com/newbeauty or call 888-4FRAXEL.
© 2007 Reliant Technologies, Inc. All rights reserved. Fraxel, Fraxel re:fine, Fraxel re:store,Fraxel re:pair, the Fraxel logo and Results You Can See and Feel are trademarks or registeredtrademarks of Reliant Technologies, Inc. in the United States and other countries. (12/07)
• Fraxel treatment is a safe, noninvasive procedure.
• See results after just one treatment.
• Reduce the appearance of fine lines, sun spots and
those dreaded wrinkles around your eyes.
• Rejuvenate the skin around your neck, chest and
hands, too.
• Ask your physician about Fraxel treatment or visit
www.fraxel.com/newbeauty to learn more. Fraxel treatment turns back the clock. Imagine going back to a time before you wor-
shipped the sun, before teenage hormones made your skin break out, before your lit-
tle one was even a glimmer on the horizon. Imagine waking up and not only feeling
10 years younger, but also looking it. Now imagine your friend asking you why you
look so radiant, and you honestly answer – it’s Fraxel treatment.
It could only be one thing ...
F R A X E L S K I N S C I E N C E I S A C O M P L E T E S K I N C A R E S O L U T I O N N O M AT T E R Y O U R S TA G E I N L I F E O R S K I N C A R E G O A L S .
wrinkles and fine lines
acne scars
age and sun spots
< D E TA I L S I N S I D E
“Something’s different about you.”
Fraxel® Skin Science
®®
To find a physician
in your area, visit
fraxel.com/newbeauty or call 888-4FRAXEL.
© 2007 Reliant Technologies, Inc. All rights reserved. Fraxel, Fraxel re:fine, Fraxel re:store,Fraxel re:pair, the Fraxel logo and Results You Can See and Feel are trademarks or registeredtrademarks of Reliant Technologies, Inc. in the United States and other countries. (12/07)
• Fraxel treatment is a safe, noninvasive procedure.
• See results after just one treatment.
• Reduce the appearance of fine lines, sun spots and
those dreaded wrinkles around your eyes.
• Rejuvenate the skin around your neck, chest and
hands, too.
• Ask your physician about Fraxel treatment or visit
www.fraxel.com/newbeauty to learn more. Fraxel treatment turns back the clock. Imagine going back to a time before you wor-
shipped the sun, before teenage hormones made your skin break out, before your lit-
tle one was even a glimmer on the horizon. Imagine waking up and not only feeling
10 years younger, but also looking it. Now imagine your friend asking you why you
look so radiant, and you honestly answer – it’s Fraxel treatment.
®
Random size Bubbles graphic element with solid color
Bubble graphic element with cropped image
Full page
Frutiger 65 Bold 27/40pt U/L case
Frutiger 55 Roman 7pt All Caps
Frutiger 65 Bold 11/14pt All Caps
It could only be one thing ...
F R A X E L S K I N S C I E N C E I S A C O M P L E T E S K I N C A R E S O L U T I O N N O M AT T E R Y O U R S TA G E I N L I F E O R S K I N C A R E G O A L S .
wrinkles and fine lines
acne scars
age and sun spots
< D E TA I L S I N S I D E
“Something’s different about you.”
Fraxel® Skin Science
®®
To find a physician
in your area, visit
fraxel.com/newbeauty or call 888-4FRAXEL.
© 2007 Reliant Technologies, Inc. All rights reserved. Fraxel, Fraxel re:fine, Fraxel re:store,Fraxel re:pair, the Fraxel logo and Results You Can See and Feel are trademarks or registeredtrademarks of Reliant Technologies, Inc. in the United States and other countries. (12/07)
• Fraxel treatment is a safe, noninvasive procedure.
• See results after just one treatment.
• Reduce the appearance of fine lines, sun spots and
those dreaded wrinkles around your eyes.
• Rejuvenate the skin around your neck, chest and
hands, too.
• Ask your physician about Fraxel treatment or visit
www.fraxel.com/newbeauty to learn more. Fraxel treatment turns back the clock. Imagine going back to a time before you wor-
shipped the sun, before teenage hormones made your skin break out, before your lit-
tle one was even a glimmer on the horizon. Imagine waking up and not only feeling
10 years younger, but also looking it. Now imagine your friend asking you why you
look so radiant, and you honestly answer – it’s Fraxel treatment.
®
PMS8001
Frutiger 55 Roman 14/23pt and 65 Bold 16/23pt U/L case
Frutiger 55 Roman and Bold 13/24pt U/L case
seCtIOn 5 – desIGn systeM5.5 Collateral and Advertising - Consumer
Fraxel Family of Products
Page 5.5 and 5.5.1 represent the front and
back of a Fraxel brand corporate brochure. This
brochure successfully tells the Fraxel Brand
story through creative verbal messaging, key
words and demonstrates how key messages
in text can be highlighted to quickly convey
an idea. This combined with the bubble photo
design creates a dialogue with the consumer.
5.5
seCtIOn 5 – desIGn systeM5.5.1 Collateral and Advertising - Consumer
Fraxel Family of Products
“My husband told me I look as beautiful asthe day he met me.”
“No one canguess my age.”
“The days of my skin flaws are a distant memory.”
“No one can tell I’ve spent a lifetime worshipping the sun.”
F R A X E L S K I N S C I E N C E I S A C O M P L E T E S K I N C A R E S O L U T I O N .To find a physician in your area, visit fraxel.com/newbeauty or call 888-4FRAXEL.
“When I was a teenager, I would go to the beach and lie
out as long as I could to get that golden tan. Since I’ve
had the Fraxel treatment, I don’t have any more brown
spots or wrinkles around my eyes.”
Fraxel re:fine treatment pro-vides safe, gentle resurfacingfor women in their 20s and30s. Prevent or address thefirst signs of aging such as finelines and mild pigment prob-lems—without downtime.
=
Fraxel re:fine!age 35 |Trisha C., healthcare consultant, Miami, FL
“Between shuttling the kids to and from school and
soccer practice, I have a hectic schedule. So when I asked
my dermatologist what I could do for my acne scars, he
recommended Fraxel re:store treatment. After a few ses-
sions, I was thrilled with the results, and I was able to pick
the kids up right after each treatment.”
Fraxel re:store treatment is great for skin flaws thataren’t due to the agingprocess, such as acne scarsand discoloration caused bypregnancy-related hormonefluctuations (melasma).
=
Fraxel re:store!age 34 |Rose S., super mom, Los Angeles, CA
“I’m always juggling meetings and conference calls, so
I asked my dermatologist about skin-freshening options
that would fit my schedule. She recommended Fraxel
re:store treatment because I can get back to business
immediately after treatment.”
=
When years of sun exposure andthe aging process begin to take their toll, Fraxel re:storetreatment is the gold standardfor treating fine lines around theeyes, wrinkles, age spots andpoor texture.
age 40 |Jamie S., VP in advertising, Livingston, NJ Fraxel re:store!
“A facelift was not an option, because I felt that I really
didn’t want to have surgery. The results have been over-
whelming; all my friends and family have asked what I’ve
done to my face. They knew that I hadn’t been out of
commission for a very long period of time.”
Fraxel re:pair treatment is geared toward women intheir 50s and 60s who arelooking for a significantresurfacing procedure totreat deeper wrinkles andskin laxity.
=
Fraxel re:pair!age 63 |Sarah R., retired, Chicago, IL
“My husband told me I look as beautiful asthe day he met me.”
“No one canguess my age.”
“The days of my skin flaws are a distant memory.”
“No one can tell I’ve spent a lifetime worshipping the sun.”
F R A X E L S K I N S C I E N C E I S A C O M P L E T E S K I N C A R E S O L U T I O N .To find a physician in your area, visit fraxel.com/newbeauty or call 888-4FRAXEL.
“When I was a teenager, I would go to the beach and lie
out as long as I could to get that golden tan. Since I’ve
had the Fraxel treatment, I don’t have any more brown
spots or wrinkles around my eyes.”
Fraxel re:fine™ treatment pro-vides safe, gentle resurfacingfor women in their 20s and30s. Prevent or address thefirst signs of aging such as finelines and mild pigment prob-lems—without downtime.
=
Fraxel re:fine!age 35 |Trisha C., healthcare consultant, Miami, FL
“Between shuttling the kids to and from school and
soccer practice, I have a hectic schedule. So when I asked
my dermatologist what I could do for my acne scars, he
recommended Fraxel re:store™ treatment. After a few ses-
sions, I was thrilled with the results, and I was able to pick
the kids up right after each treatment.”
Fraxel re:store™ treatment is great for skin flaws thataren’t due to the agingprocess, such as acne scarsand discoloration caused bypregnancy-related hormonefluctuations (melasma).
=
Fraxel re:store!age 34 |Rose S., super mom, Los Angeles, CA
“I’m always juggling meetings and conference calls, so
I asked my dermatologist about skin-freshening options
that would fit my schedule. She recommended Fraxel
re:store™ treatment because I can get back to business
immediately after treatment.”
=
When years of sun exposure andthe aging process begin to take their toll, Fraxel re:store™
treatment is the gold standardfor treating fine lines around theeyes, wrinkles, age spots andpoor texture.
age 40 |Jamie S., VP in advertising, Livingston, NJ Fraxel re:store!
“A facelift was not an option, because I felt that I really
didn’t want to have surgery. The results have been over-
whelming; all my friends and family have asked what I’ve
done to my face. They knew that I hadn’t been out of
commission for a very long period of time.”
Fraxel re:pair™ treatment is geared toward women intheir 50s and 60s who arelooking for a significantresurfacing procedure totreat deeper wrinkles andskin laxity.
=
Fraxel re:pair!age 63 |Sarah R., retired, Chicago, IL
®
“My husband told me I look as beautiful asthe day he met me.”
“No one canguess my age.”
“The days of my skin flaws are a distant memory.”
“No one can tell I’ve spent a lifetime worshipping the sun.”
F R A X E L S K I N S C I E N C E I S A C O M P L E T E S K I N C A R E S O L U T I O N .To find a physician in your area, visit fraxel.com/newbeauty or call 888-4FRAXEL.
“When I was a teenager, I would go to the beach and lie
out as long as I could to get that golden tan. Since I’ve
had the Fraxel treatment, I don’t have any more brown
spots or wrinkles around my eyes.”
Fraxel re:fine™ treatment pro-vides safe, gentle resurfacingfor women in their 20s and30s. Prevent or address thefirst signs of aging such as finelines and mild pigment prob-lems—without downtime.
=
Fraxel re:fine!age 35 |Trisha C., healthcare consultant, Miami, FL
“Between shuttling the kids to and from school and
soccer practice, I have a hectic schedule. So when I asked
my dermatologist what I could do for my acne scars, he
recommended Fraxel re:store™ treatment. After a few ses-
sions, I was thrilled with the results, and I was able to pick
the kids up right after each treatment.”
Fraxel re:store™ treatment is great for skin flaws thataren’t due to the agingprocess, such as acne scarsand discoloration caused bypregnancy-related hormonefluctuations (melasma).
=
Fraxel re:store!age 34 |Rose S., super mom, Los Angeles, CA
“I’m always juggling meetings and conference calls, so
I asked my dermatologist about skin-freshening options
that would fit my schedule. She recommended Fraxel
re:store™ treatment because I can get back to business
immediately after treatment.”
=
When years of sun exposure andthe aging process begin to take their toll, Fraxel re:store™
treatment is the gold standardfor treating fine lines around theeyes, wrinkles, age spots andpoor texture.
age 40 |Jamie S., VP in advertising, Livingston, NJ Fraxel re:store!
“A facelift was not an option, because I felt that I really
didn’t want to have surgery. The results have been over-
whelming; all my friends and family have asked what I’ve
done to my face. They knew that I hadn’t been out of
commission for a very long period of time.”
Fraxel re:pair™ treatment is geared toward women intheir 50s and 60s who arelooking for a significantresurfacing procedure totreat deeper wrinkles andskin laxity.
=
Fraxel re:pair!age 63 |Sarah R., retired, Chicago, IL
®
Frutiger font symbol 16/28pt 0.13” rounded corner
Frutiger Roman and Bold 17/21pt U/L caseFrutiger Light 11/16pt U/L case
“My husband told me I look as beautiful asthe day he met me.”
“No one canguess my age.”
“The days of my skin flaws are a distant memory.”
“No one can tell I’ve spent a lifetime worshipping the sun.”
F R A X E L S K I N S C I E N C E I S A C O M P L E T E S K I N C A R E S O L U T I O N .To find a physician in your area, visit fraxel.com/newbeauty or call 888-4FRAXEL.
“When I was a teenager, I would go to the beach and lie
out as long as I could to get that golden tan. Since I’ve
had the Fraxel treatment, I don’t have any more brown
spots or wrinkles around my eyes.”
Fraxel re:fine™ treatment pro-vides safe, gentle resurfacingfor women in their 20s and30s. Prevent or address thefirst signs of aging such as finelines and mild pigment prob-lems—without downtime.
=
Fraxel re:fine!age 35 |Trisha C., healthcare consultant, Miami, FL
“Between shuttling the kids to and from school and
soccer practice, I have a hectic schedule. So when I asked
my dermatologist what I could do for my acne scars, he
recommended Fraxel re:store™ treatment. After a few ses-
sions, I was thrilled with the results, and I was able to pick
the kids up right after each treatment.”
Fraxel re:store™ treatment is great for skin flaws thataren’t due to the agingprocess, such as acne scarsand discoloration caused bypregnancy-related hormonefluctuations (melasma).
=
Fraxel re:store!age 34 |Rose S., super mom, Los Angeles, CA
“I’m always juggling meetings and conference calls, so
I asked my dermatologist about skin-freshening options
that would fit my schedule. She recommended Fraxel
re:store™ treatment because I can get back to business
immediately after treatment.”
=
When years of sun exposure andthe aging process begin to take their toll, Fraxel re:store™
treatment is the gold standardfor treating fine lines around theeyes, wrinkles, age spots andpoor texture.
age 40 |Jamie S., VP in advertising, Livingston, NJ Fraxel re:store!
“A facelift was not an option, because I felt that I really
didn’t want to have surgery. The results have been over-
whelming; all my friends and family have asked what I’ve
done to my face. They knew that I hadn’t been out of
commission for a very long period of time.”
Fraxel re:pair™ treatment is geared toward women intheir 50s and 60s who arelooking for a significantresurfacing procedure totreat deeper wrinkles andskin laxity.
=
Fraxel re:pair!age 63 |Sarah R., retired, Chicago, IL
®
“My husband told me I look as beautiful asthe day he met me.”
“No one canguess my age.”
“The days of my skin flaws are a distant memory.”
“No one can tell I’ve spent a lifetime worshipping the sun.”
F R A X E L S K I N S C I E N C E I S A C O M P L E T E S K I N C A R E S O L U T I O N .To find a physician in your area, visit fraxel.com/newbeauty or call 888-4FRAXEL.
“When I was a teenager, I would go to the beach and lie
out as long as I could to get that golden tan. Since I’ve
had the Fraxel treatment, I don’t have any more brown
spots or wrinkles around my eyes.”
Fraxel re:fine™ treatment pro-vides safe, gentle resurfacingfor women in their 20s and30s. Prevent or address thefirst signs of aging such as finelines and mild pigment prob-lems—without downtime.
=
Fraxel re:fine!age 35 |Trisha C., healthcare consultant, Miami, FL
“Between shuttling the kids to and from school and
soccer practice, I have a hectic schedule. So when I asked
my dermatologist what I could do for my acne scars, he
recommended Fraxel re:store™ treatment. After a few ses-
sions, I was thrilled with the results, and I was able to pick
the kids up right after each treatment.”
Fraxel re:store™ treatment is great for skin flaws thataren’t due to the agingprocess, such as acne scarsand discoloration caused bypregnancy-related hormonefluctuations (melasma).
=
Fraxel re:store!age 34 |Rose S., super mom, Los Angeles, CA
“I’m always juggling meetings and conference calls, so
I asked my dermatologist about skin-freshening options
that would fit my schedule. She recommended Fraxel
re:store™ treatment because I can get back to business
immediately after treatment.”
=
When years of sun exposure andthe aging process begin to take their toll, Fraxel re:store™
treatment is the gold standardfor treating fine lines around theeyes, wrinkles, age spots andpoor texture.
age 40 |Jamie S., VP in advertising, Livingston, NJ Fraxel re:store!
“A facelift was not an option, because I felt that I really
didn’t want to have surgery. The results have been over-
whelming; all my friends and family have asked what I’ve
done to my face. They knew that I hadn’t been out of
commission for a very long period of time.”
Fraxel re:pair™ treatment is geared toward women intheir 50s and 60s who arelooking for a significantresurfacing procedure totreat deeper wrinkles andskin laxity.
=
Fraxel re:pair!age 63 |Sarah R., retired, Chicago, IL
®
Fraxel brand approved abstract image
Full page
Frutiger 55 Roman 12/16pt and 65 Bold 14/16pt U/L case
5.5.1
This composite of micro-lesions produced at various pulse energies shows a near-linear increase in ablation and lesion depths as a function of increasing pulse energy, as well as consistency of the coagulation zone. Skin specimens (on right) were paraffin embedded and stained with H&E.
saFe and eFFeCtIve
During treatment, the Fraxel re:pair laser’s microscopic
spot delivery creates small columns of skin that are
ablated up to a depth of 1.6 mm. Up to 6 grams of
tissue is removed in an average treatment – more
than 85 percent of which is dermal. This precise tissue
targeting and deliberate tissue sparing dramatically
reduce healing time and post-operative wound care.
Fast and unIFOrM treatMent
The Fraxel re:pair laser uses a patent pending Advance
Delivery System that enables you to treat 4 times faster
and in more uniform manner than any other fractional
ablative resurfacing device on the market.
draMatIC results
After treatment, 90 percent of subjects treated for
photodamage and laxity experienced moderate to
significant improvement in the indices of photoaging.
In addition, no cases of delayed onset hypopigmentation
have been seen with up to 24 months of follow up.
A significant reduction in the duration and severity of
post-treatment downtime was observed with respect
to conventional CO2 laser treatments, even for treatment
of delicate tissue areas on and off the face. Epidermal
re-epithelialization occurs in as little as 48 hours and
regular activity can resume in as few as 5 days.
0.0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1.0
mm
“In my 20 years of using lasers, I have not seen an ablative technology safely capable of targeting all of the elements of severe photodamage on and off the face, including the delicate neck and chest regions. It is now possible with the Fraxel re:pair system.”
a. Jay Burns, Md
“The results we are achieving with the Fraxel re:pair system are remarkable by any standard, approaching those of a facelift, with very few complications and limited downtime.”
ChrIs ZaChary, Md
FMDA™ FDDA™
Increased Pulse Energy
Tissue Shrinkage
Fraxel re:store™ LASERBRINGING ADVANCED INTELLIGENCE TO THE SKIN
The Fraxel re:store™ laser comes from the vision of Reliant Technologies, an industry-leading team of prominent laser scientists, clinicians and biomedical engineers. The Fraxel re:store™
laser combines proprietary advancements in optical technology with medical software offering physicians a treatment option that penetrates up to 1.4 mm, delivering consistent dosage control and optimizing lesion depths with variable spot size determined by indication. This leap in technology provides patients a best-in-class, safe and effective, noninvasive treatment option for skin conditions ranging from mild sun damage to severe acne scarring.
sCannInG:
• Patented control system assures a uniform treatment
• By utilizing a microscopic single beam delivery system, the Fraxel lasers are able to offer precise laser treatment
• The Fraxel re:store™ laser’s Intelligent Optical Tracking® System (IOTS) adjusts for hand speed, features software that determines ideal spot density
• The result is a fast, safe, controlled and predictable treatment
OPtIMIZed sPOt sIZe
• The Fraxel re:store™ laser features a patent-pending automatic telescopic spot size adjustment system that optimizes the variable and micro spot size for each energy setting
• This results in less heat being unnecessarily spread to the surrounding tissue, minimizing patient discomfort, yet able to penetrate to 1.4 mm
Features:
• Advanced Fractional Scanning Technology
• Variable spot size specific to treatment, including depth
• Precise dosimetry for patient comfort and targeted indications
• Enhanced speed of laser treatment delivery
• FDA-cleared and CE-marked for noninvasive treatment for skin
conditions ranging from mild sun damage to severe acne scarring
• Higher energy levels
Fraxel re:pair™ LASERRELIANT TECHNOLOGIES, INC.
Defining a new standard for aesthetic laser skin treatment
FRAXEL® LASER Practice Builder
Professional. Effective. Customized.Market your practice. Build your Fraxel® laser business
WELCOMETO THE FRAXEL® LASER PRACTICE BUILDER
FRAXEL® LASER Practice Builder
CONSIDER YOUR MEDIA, ACTIVATE YOUR MESSAGE
Fraxel® Laser Practice Builder materials are designed to be fl exible to fi t
a variety of media, so you can tailor your marketing approach to the
business needs of your practice.
DIRECT MARKETING
Great as a patient reminder, cross-selling tool or as
outreach to potential patients. Premium feel, direct
message and lasting in-home impact.
NEWSPAPER ADVERTISING
Perfect for reaching a new potential patient audience
with immediate, appointment-driving promotions or
specials. Quick to implement and time-sensitive for
quick, measurable results.
LOCAL AND REGIONAL MAGAZINE ADVERTISING
Deliver the Fraxel® laser message in a lifestyle context
that reaches patients when they are truly focused on
themselves and immersed in their favorite read. Rich,
full-color imagery in just the right media environment.
WEB ADVERTISING
Strategic placement on local and regional search and
directory sites ensures your practice is the go-to answer
patients need when seeking treatment information.
Clickable, direct-to-practice messaging delivering
answers to the questions patients are seeking online.
Available Marketing Materials
PN 10-03894 Rev 2 ©2007 Reliant Technologies, Inc. All rights reserved. Fraxel and the Fraxel dots logo are trademarks or registered trademarks of Reliant Technologies, Inc. in the United States and other countries. 00417 (11/07)
Reliant Technologies, Inc464 Ellis StreetMountain View, CA 94043888-4FRAXEL (437-2935)www.fraxel.com
seCtIOn 5 – desIGn systeM5.6 Collateral and Advertising - B2B
Product Collateral
All Fraxel® brand collateral and advertising
targeted to business audience groups, i.e.,
Physicians and Clinicians, are designed and
written differently from consumer material
to better present Fraxel products to this
audience. Copy points are concise and much
of the text is bulleted or used as call-outs
to scientific illustrations, before and after
photography or testimonials from doctors or
press sources. To help in distinguish products,
each product has been designated a unique
color. The Product Line Key Color Palette can
be found on page 4.2. Product line color usage
is subtle, highlighting a color bar, block or
head or subhead text color. The product line
descriptor is always treated to conform with
the guidelines found on page 2.6.
Fraxel Product Line Key Color Palette is used to define products in the Fraxel line. Color highlights should be subtle using a color bar, color block or rule line.
5.6
Businesses to Business product messaging features short concise, often, bulleted messaging. Scientific illustrations are shown and testimonials from doctors or press sources provide industry credibility,
seCtIOn 5 – desIGn systeM5.6.1 Collateral and Advertising - B2B
Product Collateral
5.6.1
The Fraxel re:store™ Laser – Nothing Compares
Reliant Technologies: Pioneering Fractional Resurfacing
Fraxel® lasers come from the vision of Reliant Technologies, an industry-leading team of prominent laser scientists, clinicians and biomedical engineers. Originally this team sought to:
with minimal downtime.
lesions through intelligent scanning and dosage control.
Their effort culminated in the release of the Fraxel laser in 2004, which defi ned a new standard for aesthetic laser treatment.
reproducible clinical results for multiple indications.
Reliant Technologies at a Glance
physicians and on-staff RNs
the industry
States with worldwide distribution
resurfacing treatments
® laser brand is a registered
two
F r a x e l r e : s t o r e ™ L A S E R
Fraxel re:store™ LASER
In developing the Fraxel Skin Ecology System, Reliant Technologies had a clear-cut advantage. We tapped the experience gained from over 350,000 Fraxel laser procedures conducted by more than 3,500 physicians worldwide. Above all, we learned that the products need to:
Moisturize, soothe and protect the skin throughout the treatment cycle
Be safe and simple to use
Use natural ingredients and avoid potentially sensitizing fragrances
Comprise a comprehensive regimen that begins the moment treatment ends
Our physicians wanted a system they could turn to with confi dence, one developed and tested by leading dermatologists with Fraxel laser experience. In short, an effective and unique skincare program to complement Fraxel Laser Treatment. All Fraxel Skin Ecology products are dermatologist tested, hypoallergenic, soap free and fragrance free.
The HFA Complex™
As a fundamentally sound skin care system, the Fraxel Skin Ecology System includes effi cacious natural ingredients and avoids unnecessary chemicals and superfl uous ingredients. The HFA Complex is contained in all products, excluding the masks and includes:
Hyaluronic Acid (HA): A connective tissue derivative that hydrates the skin through its water retention properties
Flavonoids: Natural plant ingredients that neutralize damaging free radicals. For example, Elderberry contains high levels of anthocyanidins (cyanidins) and fl avonols (quercetin)
Ascorbic Acid: Vitamin C protects cells from oxidative damage
A Skincare System as Unique as the Fraxel Laser
“It’s not just ingredients that are important; it’s how they are delivered to the skin. To hold together the oil and water phases of emulsions, most topical preparations utilize potentially irritating ingredients.
Non-irritating Delivery System: The HFA Complex products utilize a proprietary delivery system combining sorbitol, polar molecules and essential fatty acids (EFA). The resulting formulations deliver antioxidants to the surface of the skin while minimizing the potential for irritation.
Deep Hydration and Green Tea Infusion Masks: Specially designed to complement Fraxel laser treatment, these full-face masks are made of medical grade open cell foam coupled with a polyurethane hydrogel. They provide evaporative cooling and deep hydration post-treatment as well as deliver antioxidants to the skin for maintenance between treatments.
THE ONLY SKINCARE SYSTEM SPECIFICALLY DEVELOPED FOR FRAXEL® LASER TREATMENT
EFA
EFA
EFA
EFA
EFA
SORBITOLHA ASCORBIC
ACID
POLAR ACTIVEZONE
FLAVONOIDS
The Deep Hydration Mask is designed to fi t a range of facial sizes and shapes.
In-offi ce use of the Fraxel Skin Ecology System provides a seamless transition to an effective, structured skincare regimen. The system not only takes the guesswork out of post-treatment care, it also elevates the level of ongoing compliance. It does this throughout the treatment cycle: before, during and after Fraxel laser treatments.
From the patients’ perspective, since a skincare regimen is important and valuable, they expect their clinician not just to recommend it, but to use it in conjunction with their treatment. Using the specially created In-Offi ce Products immediately after treatment allows each patient to experience, fi rst-hand, the benefi ts of the Fraxel Skin Ecology System.
THE CONTINUUM OF CARE BEGINS WHEN THE PROCEDURE ENDS
IN-OFFICE POST-TREATMENT PROTOCOL:
Immediately after treatment and removal of any residual topically-applied ointment, proceed as follows:
1. Instruct the patient to cleanse skin with the Fraxel foaming cleanser and water.
2. Apply the 2 mL unidose of Antioxidant Infusion Serum to the patient’s face.
3. Position the Deep Hydration Mask on the patient’s face after peeling off the protective plastic. Place the moist side against the face. The mask should remain in place for 15 minutes. An ice pack can be applied over the mask for additional cooling.
4. After removing the mask, apply a thin layer of Fraxel Daily Moisturizer (2 mL packet) to the skin.
5. Recommend the Fraxel Skin Ecology System kit and the Hydrating Night Cream for in-offi ce sales to the patient. (See next page.)
6. Advise patient to follow package insert instructions.
F R A X E L S K I N E C O L O G Y S Y S T E M
green tea infusion maskmaintenance
CONTENTS: 1 mask
F R A X E L S K I N E C O L O G Y S Y S T E M
deep hydration maskpost treatment
CONTENTS: 1 mask
F R A X E L S K I N E C O L O G Y S Y S T E M
FRAXEL SKIN ECOLOGY SYSTEMPatient Regimen
The Fraxel Skin Ecology System provides patients with comforting reassurance that they are using the optimal products following their procedures. The structured patient regimen provides post-treatment care in between Fraxel laser treatments and for maintenance thereafter.
Foaming Cleanser: This HFA Complex soap free cleanser should be used as
necessary.
Antioxidant Infusion Serum: For use with the
Deep Hydration Mask and separately twice a day for maintenance.
Daily Moisturizer with SPF 30: Apply following mask applications and as general skin protection prior to sun exposure.
Deep Hydration Mask (3): Apply along with Antioxidant Infusion Serum for 15 minutes morning and evening over the fi rst 48 hours post treatment. (Also sold as a separate box of three)
Green Tea Infusion Mask (2): Apply 1-2 times a week between Fraxel laser treatments, or more
frequently for maintenance. (Also sold as a separate box of three)
The Fraxel Skin Ecology System is conveniently packaged in an attractive, easy to store kit for dispensing to patients.
CONTENTS: 1 mask
F R A X E L
Foaming Cleanser:
CONTENTS: 1 mask
Antioxidant Infusion Hydrating Night Cream: To be applied nightly
after using Fraxel Foaming Cleanser and Antioxidant
Infusion Serum. *Not provided in Fraxel Skin Ecology
System kit.”
P
HY
SI
CI
AN
G
UI
DE
FRAXEL SKIN ECOLOGY SYSTEM®
INDIVIDUAL PRODUCTS
THE FRAXEL SKIN ECOLOGY SOLUTION The benefi ts of Fraxel laser treatment do not have to end when patients leave your offi ce. Now physicians can offer their patients a complete solution to extend the positive effects of Fraxel laser treatment through a line of unique skin care products developed exclusively for Fraxel physicians. This custom-formulated line of skin care products complements light-based treatments and allows patients to continue the positive rejuvenation of their skin between treatments.
Reliant Techologies, Inc464 Ellis StreetMountain View, CA 94043888-4FRAXEL (437-2935)
PN 10-03599 Rev 5 ©2007-2008 Reliant Technologies, Inc. All rights reserved. Fraxel, the Fraxel dots logo and HFA Complex are trademarks or registered trademarks of Reliant Technologies, Inc. in the United States and other countries. 00492 (02/08)
IN-OFFICE PRODUCTSHow Supplied
deep hydration maskpost treatment
Deep Hydration Masks Packaged in boxes of ten masks for
professional use (not for resale)
antioxidantserum
HFA complex
Antioxidant Infusion Serum Unidoses (2 mL)
Available in boxes of 50 individual plastic unidose bottles
Foaming Cleanser 3.3 FL OZ (100 mL)
Packaged as individual bottles
SPF Moisturizer Packets (2 mL)Available in boxes of 50 individual packets
deep hydration mask
green tea infusion mask
Deep Hydration Mask (Post Treatment)Hydrogels and foams have long been employed in wound care to moisten and protect healing skin. The Deep Hydration Mask utilizes unique technology to provide evaporative cooling and to hydrate the skin. The outer layer is open cell foam. The hydrogel is in contact with the skin.
Green Tea Infusion Mask (Maintenance)Unlike other infusion products that employ plant extracts, the green tea infusion mask contains natural green tea leaf for sustained release over the duration of application. The green tea leaf is suspended within the hydrogel.
Antioxidant Infusion Serum – 0.5 FL OZ (15 mL)Supplied in a self-contained amber glass dropper. Key ingredients include: Water (Aqua), Sorbeth-2 Hexaoleate, Glycerin, Sclerotium Gum, Lauryl PEG-8 Dimethicone, Tocopheryl Acetate, Retinyl Palmitate, Glyceryl Stearate, PEG-100 Stearate, Dipotassium Glycyrrihizate, Magnesium Ascorbyl Phosphate, Sodium Hyaluronate, Sambucus Nigra (Elderberry) Fruit Extract, Trifolium Pratense (Clover) Flower Extract, Camellia Sinensis (Green Tea) Leaf Extract, Sorbitan Stearate, Citric Acid, Butylene Glycol, Methylparaben, Propylparaben, Phenoxyethanol
Daily Moisturizer with SPF 30 – 2.5 FL OZ (75 mL) ACTIVE INGREDIENTS: Homosalate (10.0%), Octinoxate (7.5%), Oxybenzone (5.0%). INACTIVE INGREDIENTS: Water (Aqua), Glycereth-6 Tricocoate, Sorbeth-2 Hexaoleate, Lauryl PEG-8 Dimethicone, Glyceryl Stearate, PEG-100 Stearate, Tocopheryl Acetate, Retinyl Palmitate, Tetrahexyldecyl Ascorbate, Sodium Hyaluronate, Panthenol, Sambucus Nigra (Elderberry) Fruit Extract, Trifolium Pratense (Clover) Flower Extract, Dipotassium Glycyrrihizate, Butylene Glycol, Acrylates/C10-30 Alkyl Acrylate Crosspolymer, Aminomethyl Propanol, Caprylyl Glycol, Chlorphenesin, Phenoxyethanol
Foaming Cleanser – 3.3 FL OZ (100 mL) The Fraxel Skin Ecology Foaming Cleanser was developed to minimize skin irritation through incredible aesthetics and its soft texture. Key ingredients include: Water (Aqua), Sodium Laurylglucosides Hydroxypropyl Sulfonate, Disodium Cocoamphodipropionate, Glyceryl Monolaurate, Stearyldimoniumhydroxypropyl Lauryl Glucosides Chloride, Cocamidopropyl PG-dimonium Chloride Phosphate, PEG-120 Methyl Glucose Dioleate, Cocamidopropyl Betaine, Sodium Hyaluronate, Trifolium Pratense (Clover) Flower Extract, Camellia Oleifera (Green Tea) Leaf Extract, Sambucus Nigra (Elderberry) Fruit Extract, Tetrahexyldecyl Ascorbate, Tocopheryl Acetate, Polysorbate 20, Disteareth-75 IPDI, Phenoxyethanol, Caprylyl Glycol, Chlorphenesin
Hydrating Night Cream – 1.5 FL OZ (42 g) (Maintenance)This unique formula delivers optimum hydration to the skin. Key ingredients include: Water (Aqua), Olea Europaea (Olive) Fruit Oil, Glycereth-6 Tricocoate, Sorbeth-2 Hexaoleate, Butyrospermum Parkii (Shea Butter), Glycerin, Glyceryl Stearate, PEG-100 Stearate, Polyacrylamide, Lauryl PEG-8 Dimethicone, Panthenol, Tocopheryl Acetate, Retinyl Palmitate, Tetrahexyldecyl Ascorbate, Sodium Hyaluronate, Sambucus Nigra (Elderberry) Fruit Extract, Trifolium Pratense (Clover) Flower Extract, Camellia Sinensis (Green Tea) Leaf Extract, Butylene Glycol, C13-14 Isoparaffi n, Laureth-7, Phenoxyethanol, Caprylyl Glycol, Chlorphenesin
Fraxel Product Line Key Color Palette is used to define products in the Fraxel line. Color highlights should be subtle using a color bar, color block or rule line.
Fraxel approved abstract images can be used as highlights, or as in this case, to define “negative” cover space.
Fraxel Brand Logo
Frutiger 65 Bold 20/24pt all caps
Frutiger 57 Cond 11/16pt U/L case
Bickham Script Pro 31/32pt U/L case
Bickham Script Pro 26pt U/L case
Fraxel approved abstract image
seCtIOn 5 – desIGn systeM5.7 Collateral and Advertising
Invitation 1
This Fraxel Open House Invitation demonstrates
the creative use of approved abstract
photography and how it successfully conveys
the Fraxel Brand Attributes. This simple
communication vehicle presents a look of
glamour along with the innovation and quality
of Fraxel Laser Treatment Products. To add
elegance, we have allowed the use of a script
font. At no other time will another font be
accepted.
5.7
You’ve earned a few wrinkles, but you don’t have to keep them! Sun, pollution, stress and fatigue can damage your skin. Now, through science and technology, you can reverse the damage and bring back the radiant skin of your youth.
We are pleased to announce the arrival of the original and authentic Fraxel® treatment to our practice. Fraxel is the pioneer of the revolutionary laser skin rejuvenation you have been hearing about. If achieving smoother, tighter skin, reduced wrinkles and improved tone and texture – without surgery – interests you, please join us for this exclusive event.
You will have the chance to learn more about the Science of Fraxel, ask questions and meet others just like you who are interested in this safe, non-invasive treatment.
PN 15-04495-LS01 Rev 1 © 2008 Reliant Technologies, Inc. All rights reserved. Fraxel and the Fraxel dots logo are trademarks or registered trademarks of Reliant Technologies, Inc. in the U.S. and in other countries. Other names and brands may be claimed as the property of others. 00568 (05/08)
THE ART OF LIVING WELL. THE SCIENCE OF AGING BEAUTIFULLY.
Thursday, June 12, 20086:00 pm – 8:00 pm
SK Sanctuary6919 La Jolla Boulevard
La Jolla, CA 92037
RSVP to Roxann Rich: 858.459.2400 or [email protected]
Please join us. space is limited, so call today. 858.459.2400
All attendees will receive special discounts on all featured procedures and products.
seCtIOn 5 – desIGn systeM5.8 Collateral and Advertising
Invitation 2
This second example of an invitation also uses
the approved invitation script font (see previous
page) and introduces the use of a partner
Brand Logo (usually the host location for the
event). When placing a logo representing
a company other than Fraxel, arrange it on
the page far enough from away from the
Fraxel logo as to not be confused as a Fraxel
product. No more than one partner logo will be
permitted per application.
PostageStamp Here
6919 La Jolla BoulevardLa Jolla, CA 92037
PLEASE JOIN US FOR AN EXCLUSIVE
EVENING OF BEAUTY
SK sanctuary
Bickham Script Pro 31/32pt U/L case(see previous page for usage)
Address area which can include a Partnering organization’s Logo.
Fraxel approved abstract image Fraxel approved Evening of Beauty photo
5.8
seCtIOn 5 – desIGn systeM5.9 Collateral and Advertising
Fraxel.com
Online, the Fraxel brand image takes on a
compelling look and feel while remaining
consistent with the Brand Identity Guidelines.
Here, portrait photography is placed on top
of abstract images to present a contemporary,
luxurious, confident appearance. The content
pages remain clean and very accessible, while
the abstract images are, once again, introduced
as containers for important content and
headline text.
5.9