mcarthur skincaremcarthurskincare.com/mcarthur-skincare-style-guide-07012017.pdf · full brand logo...

McArthur Skincare 2017 Style Guide

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McArthur Skincare

2017 Style Guide

Document Date: 07/01/2017

Brand Name McArthur Skincare

Website URL http://mcarthurskincare.com

Key Positioning Statement / Mission Statement Dedicated to helping you feel and look your best.

Full Brand Logo [horizontal]


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Full Brand Logo [square]


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Brand Image Logo

Brand Icon

McArthur Pawpaw Extract™ Logo


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McArthur Skincare Money Back Guarantee

McArthur Skincare Pawpaw Image

McArthur Skincare Hero Image [Pawpaw Plantation]


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Company Description [short version] Benefit from the highest concentration of pawpaw extract, in the McArthur Skincare range of skin,

body and hair care products.

Company Description [long version] McArthur Skincare is a 100% Australian owned and operated company, founded in 2010, within the

health care and cosmetic industries. With a range of seventeen products, McArthur Skincare has an

online consumer direct store, and is stocked at all good pharmacies and health food stores Australia

wide, as well as being available in the UK, USA and China.

At McArthur Skincare we refined McArthur Pawpaw Extract™ enabling us to create the only cream

with 60% Pawpaw extract concentration.

The McArthur Skincare range of skin, body and hair care products all contain our unique McArthur

Pawpaw Extract™.

All of our products outline on their front label the percentage of our Pawpaw extract in them. This

enables an easy comparison to discover that the products from McArthur Skincare have higher

concentrations of Pawpaw extract in creams than any other Pawpaw skincare brands.

At McArthur Skincare, our entire team is dedicated to helping you feel and look your best.

Company History McArthur Skincare is an Australian company, founded in 2010, within the cosmetic and health care

industries, with its head office in Perth, Western Australia, and factory in Queensland where all of

our products are made.

The awareness and popularity of the brand has rapidly grown in the past six years from the initial

launch of three skincare products, to establish a consistently growing, loyal customer group who

share a significantly positive sentiment across social media channels and a product range, that has

now grown to include seventeen different product items. The customers readily share their personal

success stories including improvements achieved with skin conditions like psoriasis, dermatitis,

eczema and the benefits achieved in skin care from our beauty products.

You may have heard about the benefits of Pawpaw (Papaya, Papaw) for your skin ‐ and perhaps you

have heard of McArthur Skincare or McArthur Pawpaw Extract™.

It was in the remote rainforests of Borneo that the co‐founder of McArthur Skincare first

encountered the incredible soothing powers of Pawpaw (Carica Papaya, Papaw) when he observed

local villagers using Pawpaw on their skin.

Various cultures around the world have known about Pawpaw for centuries. The ancient Mayans

called it the “Tree of Life”.

Your wellbeing is at the heart of everything we do. If you would like to know more about our range,

or give us feedback on any of our products, we would love to hear from you.

The McArthur Skincare range of skin, body and hair care products all contain our unique McArthur

Pawpaw Extract™ and that means you can benefit from this remarkable fruit, from head to toe.


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Your wellbeing is at the heart of everything we do. If you would like to know more about our range,

or give us feedback on any of our products, we would love to hear from you.

Business Awards 2011 ‐ Finalist in the Amber Awards for online services

2012 ‐ Nominated for Telstra Business Awards

2013 ‐ Nominated for Telstra Business Awards

McArthur Skincare’s Sales Model McArthur Skincare uses a mixed sales model having a retail direct global online consumer website

store supported by online channels; Facebook, eBay, Tmall and JD, as well as being stocked at all

leading pharmacies and health food store distributors Australia wide.

We are positioned within all the major pharmacy chains including; Friendlies Pharmacy, Advantage

Pharmacy, Malouf Pharmacy, Wizard Pharmacy, Vitamin King, Terry White Chemists, Pharmacy

Alliance, Pharmacy 777 and Go Vita Health Food Stores.

There is opportunity for new partnerships within the growing international market which is showing

strong interest in our brand as we expand our activities beyond Australia.

Customer Persona Profile Gender: Female

Age Range: 45‐65

Interests: Movie Lovers, TV Lovers, Travel Buffs, Shopper/Shopaholics, Home Decor Enthusiasts,

Technophiles, New Junkies, Beauty Mavens, Cooking Enthusiasts

Repeat Purchases: 15‐30 days

Australian Made McArthur Skincare is a 100% Australian Owned Company producing Australian Made products from

our factory in Queensland, Australia. We use Australian grown Pawpaw from Queensland. We are

listed on the AustralianMade.com.au website.


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Therapeutic Product Range The McArthur Skincare Therapeutic range of products are listed on the Australian Register of

Therapeutic Goods (ARTG) and each contain high concentrations of natural active ingredients

traditionally used in herbal medicine including; Aloe Vera, Chickweed, Arnica and Chamomile.

McArthur Skincare uses 100% Australian gGrown Pawpaw.

Arthritis Cream

ARTG ID: 235536

Contains the active natural ingredients Aloe Vera, and Arnica which is traditionally used in herbal

medicine for the relief of mild arthritis.

Eczema Cream

ARTG ID: 235530

Contains the active natural ingredients Chamomile, and Chickweed which is traditionally used in

herbal medicine for the relief of mild itchy, irritated and inflamed skin associated with eczema.

Psoriasis, Dermatitis and Rashes Cream

ARTG ID: 235534

Contains the active natural ingredients Aloe Vera, and Chickweed which is traditionally used in

herbal medicine for the relief of mild itchy, irritated and dry skin associated with psoriasis, dermatitis

and rashes.

Muscle Aches & Pain Cream

ARTG ID: 235531

Contains the active natural ingredients Aloe Vera, and Arnica which is traditionally used in herbal

medicine for the relief of mild pain in muscles and joints.

Wounds & Burns Cream

ARTG ID: 235529

Contains the active natural ingredient Aloe Vera traditionally used in herbal medicine in the healing

of minor wounds, burns and sunburn.

Always read the label. Use only as directed. If symptoms persist see your healthcare professional.


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What We Refuse to Use Petrochemicals come from petroleum and may be found in petroleum jellies and waxes.

These are non‐organic substances that act as a barrier.

Sulphates: These are generally drying ingredients.

Parabens: A chemical often used as a preservative to inhibit bacterial growth.

Introduction of Key Products Complete Skincare Cream 100ml

o 60% McArthur papaya extract – highest concentration o Contain other natural ingredients including those derived from Coconut, Jojoba Seed Oil, Lavender Oil, Seaweed and Citrus Fruits o Is a versatile all‐in‐one moisturiser that can relieve dry skin and redness leaving your skin feeling fresh, supple and smooth o Contains no petrochemicals, sulphates or parabens o Suitable for all skin types o Cream is concentrated enough that a little goes a long way o Fast absorbing o Tamper proof safety seal on cap

New Product Release ‐ Skin Whitening Cream 50mL


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o 25% McArthur papaya extract – high concentration o Niacinamide (Vitamin B3) o Vitamin C o Suitable for hyperpigmentation and lightens skin tone, improves skin hydration, rebalances skin colouration and minimises signs of ageing o Suitable for all skin types o Fast absorbing o Contains no mercury, hydroquinone, sulphates or parabens

Psoriasis, Dermatitis & Rashes Cream 75g

o 60% McArthur papaya extract– highest concentration o Active natural ingredients Aloe Vera, and Chickweed traditionally used in herbal medicine o Relief of mild itchy, irritated and dry skin associated with psoriasis, dermatitis and rashes o Contains no petrochemicals, sulphates or parabens o Cream is concentrated enough that a little goes a long way o Suitable for all skin types o Fast absorbing o Tamper proof safety seal on cap

Company Contacts Head Office: McArthur Skincare

Address: Level 1, Suite 33, 226 Beaufort Street, Perth, WA, 6000 Australia

Head Office Geo Position: 115.865241, ‐31.94609

Postal Address: PO Box 8360, Perth, WA, 6849 Australia

Freecall: 1800 PAWPAW (1800 729 729)

Phone: +61 (0) 8 9481 4429

Fax: +61 (0) 8 9481 4335

Email: [email protected]

Website: http://mcarthurskincare.com

Media Enquiries Contact: Mr Trevor Brickhill

Position: Business Development Executive


Phone: +61 (0) 8 9481 4429


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Marketing Enquiries Contact: Mr Matt Lynch

Position: Chief Marketing Consultant


Phone: +61 (0) 8 9481 4429

Social Media Channels Website: http://mcarthurskincare.com

Blog: http://mcarthurskincare.com/blog/

Facebook: https://www.facebook.com/mcarthurskincare/

Twitter: https://twitter.com/McArthurSkin

Instagram: https://instagram.com/mcarthurskincare

LinkedIn: https://www.linkedin.com/company/9385625

Pinterest: https://au.pinterest.com/mcarthurskin

Tumblr: http://mcarthurskincare.tumblr.com/

Google+: https://plus.google.com/u/0/+Mcarthurnaturalproducts

About.Me: https://about.me/mcarthurnaturalproducts

Flickr: https://www.flickr.com/photos/mcarthurskincare/

Ello: https://ello.co/mcarthurskincare

Slideshare: http://www.slideshare.net/mcarthurnaturalproducts

Video Channels:

YouTube: http://www.youtube.com/c/Mcarthurnaturalproducts

Vimeo: https://vimeo.com/mcarthurskincare

Vine: https://vine.co/McArthurSkincare

SnapChat: https://www.snapchat.com/add/mcarthurnatural

Social Media Hashtag Library #mcarthurskincare

#mcarthurstories #mcarthurfeedback #mcarthursale

#pawpaw #papaya #papain #papaw #caricapapaya

#papayaointment #papayacream #pawpawointment #pawpawcream

#australianmade #madeinaustralia #australiangrown


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#petrochemicalfree #notoxins #noparabens #nonasties #nochemicals

#skincare #haircare #bodycare

#beautytips #beautyadvice

#natural #naturalskincare #allnaturalbeauty #naturalbodycare #naturalhaircare

#minorburns #burnrelief #sunburn #woundrelief #minorwounds #aloevera

#painrelief #muscleache #jointpain #aloevera #arnica

#arthritis #arthritisrelief #arthritishelp #aloevera #arnica

#eczema #eczemarelief #chickweed #chamomile #eczemasucks #eczemababy #eczemaproblems

#eczemahelp #eczemafree #eczemacream

#psoriasis #psoriasisrelief #dermatitis #dermatitisrelief #rashes #chickweed #aloevera

#blogger #skincareblogger #beautyblogger #aubeautyblogger #followback #socialmedia

#handmadesoap #naturalsoap #pawpawsoap

#bodywash #soapfree

#haircare #conditioner #scalpcare #itchyscalp

#onsale #salenowon #sale #bargains

#didyouknow

McArthur Skincare Colour Codes Core Range:

PMS 363 McArthurs Green

PMS 7403 No Added Fragrance

Therapeutic Range:

PMS 554C

Beauty Range:

PMS 260 Scalp Care Shampoo

PMS 2577 Scalp Care Conditioner

PMS 186 Replenishing Shampoo

PMS 693 Replenishing Conditioner

PMS 583 Complete Skincare Bodywash

PMS 173 Hydrating Facial Cream

PMS 306 Complete Skincare Soap

PMS 1225 Foaming Facial Cleanser


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PMS 1495 Gentle Cream Cleanser

Web Colours:

Dark Green: RGB 31,91,65 CMYK: 85,40,79,35 HEX #1f5b41

Mid Green: RGB 65,173,73 CMYK: 75,5,100,0 HEX #41ad49

Light Green: RGB 117,161,113 CMYK: 58,20,68,2 HEX #75a171

Orange: RGB 242,118,42 CMYK: 1,66,95,0 HEX #f2762a

Light Grey: RGB 240,239,226 CMYK: 5,3,11,0 HEX #f0efe2

Mid Grey: RGB 189,189,189 CMYK: 26,21,21,0 HEX #bdbdbd

Dark Grey: RGB 145,145,145 CMYK: 46,38,38,2 HEX #919191

McArthur Skincare Fonts Trade Gothic

‐ Condensed No. 18

‐ Bold Condensed No. 20

Excelsior

‐ Roman

‐ Italic

Minion Pro

‐ Regular

Univers (Only used on packaging for the net weight i.e. 75g)

‐ 39 Thin Ultra Condensed

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