1. 1 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK
Agnes Meilhac
Quiz: The Language Of Cosmetics Marketing
Based on: Let’s Play Buzzword: Defining Phrases Used in Skin Care Advertising
By NATASHA SINGER
Published: October 1, 2008
http://www.nytimes.com/2008/10/02/fashion/02skinbx.html
The NY Times asked four women having their hair done at a salon in Manhattan to
define phrases used in face-cream advertising.
What do you think? How would you explain the phrases below?
A. Lancôme Rénergie Microlift Night cream: “Beyond lifting and repositioning ...
Bio-Stimulating technology.”
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[ PAMELA MASARRO, 52, retired graphic artist: “It is going to feel good,
stimulating. But, ‘bio’? I don’t have a clue.” ]
1 ATA Conference – Denver, CO (2010)

2. 2 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK
Agnes Meilhac
B. Olay Regenerist products: “A deep penetrating moisturizer with Aquacurrent
Science.”
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[ DYAN DIAZ, 30, train dispatcher for the Long Island Rail Road: “They are
taking stuff out of the ocean like jellyfish and dissecting it and telling us it is
good for your skin.” ]
C. Clarins Younger Longer Balm: “With advanced neuro-cosmetic technology
and rare concentrated botanicals, skin is revitalized.”
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[ SOLINE MCLAIN, 28, law school student: “I would think it has to do with the
brain. It makes you smarter? I will put it on when I am studying for constitutional
law.” ]
D. Estée Lauder Re-Nutriv Ultimate Lifting skin care: “‘Virtual immunity’ means
you’ll see a noticeably more lifted look, a brilliant clarity, a newly refined
smoothness.”
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[ CARMEL AGDEPPA, 27, studying to be a nutritionist: “Is it better for your skin
against any foreign bacteria?” ]
2 ATA Conference – Denver, CO (2010)

3. 3 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK
Agnes Meilhac
Company explanations:
A. Lancôme Rénergie Microlift Night cream: “Beyond lifting and repositioning ...
Bio-Stimulating technology.”
“LANCôME’S EXPLANATION A spokeswoman wrote in an e-mail message that the
combination of polymers in the product delivers “a stimulating impulse that spreads
though the skin layers to stimulate its natural regeneration abilities.”
B. Olay Regenerist products: “A deep penetrating moisturizer with Aquacurrent
Science.”
“OLAY’S EXPLANATION Lesley Bride, a principle scientist of P & G Beauty, a
division of Procter & Gamble that manages Olay, explained in an e-mail message
that Aquacurrent Science, the study of water movement in the skin and hair, helps
create products with greater moisturization. “
C. Clarins Younger Longer Balm: “With advanced neuro-cosmetic technology and
rare concentrated botanicals, skin is revitalized.”
“CLARINS’S EXPLANATION A spokeswoman for Clarins wrote in an e-mail message
that “advanced neuro-cosmetic technology” refers to “products with ingredients that
can help protect nerve endings for better cell communication and, ultimately, better-
looking skin."
D. Estée Lauder Re-Nutriv Ultimate Lifting skin care: “‘Virtual immunity’ means you’ll
see a noticeably more lifted look, a brilliant clarity, a newly refined smoothness.”
“ESTéE LAUDER’S EXPLANATION A spokeswoman for Estée Lauder wrote in an
e-mail message that virtual immunity means “your skin essentially appears almost
as if it has been exempted from the signs of premature aging because it has a more
lifted, clear, radiant and smooth look because of a cocktail of antioxidants,
moisturization and optics.”
3 ATA Conference – Denver, CO (2010)

4. 4 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK
Agnes Meilhac
4 ATA Conference – Denver, CO (2010)

5. 5 TRANSFORMING SCIENCE INTO DREAMS: TAKING A CLOSER LOOK
Agnes Meilhac
Therapeutic/cosmetic compositions comprising bradykinin antagonist for
treating sensitive human skin
5849312
Therapeutic/cosmetic compositions comprising bradykinin antagonist for treating
sensitive human skin
Inventor: Breton, et al.
Date Issued: December 15, 1998
Application: 08/688,738
Filed: July 31, 1996
Inventors: Breton; Lionel (Versailles, FR)
De Lacharriere; Olivier (Paris, FR)
Assignee: Societe L'Oreal S.A. (Paris, FR)
Primary Examiner: Venkat; Jyothsna
Assistant Examiner:
Attorney Or Agent: Burns, Doane, Swecker & Mathis, L.L.P.
U.S. Class: 424/401; 424/43; 424/489; 424/49; 424/70.1; 514/844; 514/846; 514/936; 514/944
Field Of Search: 424/401; 424/43; 424/49; 424/70.1; 424/489; 514/844; 514/846; 514/936; 514/944
International Class:
U.S Patent
Documents:
Foreign Patent
Documents:
370453; 0552106; 0661058; 2271774; 83/01252; 93/14084
Other References: Neuroscience, vol. 48, No. 4, 1992, pp. 963-968..
British Journal of Pharmacology, vol. 110, No. 2, Oct. 1993, pp. 772-776..
British Journal of Pharmacology, vol. 104, No. 3, Nov. 1991, pp. 738-742..
British Journal of Pharmacology, vol. 109, No. 1, 1993, pp. 259-264..
British Journal of Dermatology, vol. 124, No. 4, 1991, pp. 324-328..
Contact Dermatitis, vol. 19, No. 5, 1988, pp. 351-354..
Abstract: Topically applicable pharmaceutical/dermatological/cosmetic compositions well suited for the
therapeutic treatment or care of sensitive human skin, hair, mucous membranes, nails and/or the
scalp, in particular for reducing or avoiding the skin-irritant side effects of a variety of bioactive
agents, for example the .alpha.-hydroxy and .beta.-hydroxy acids, comprise a
therapeutically/cosmetically effective amount of at least one bradykinin antagonist.
Claim: […]
Description: BACKGROUND OF THE INVENTION
[…]
It has now been determined that sensitive skin can be divided into
two major clinical forms; irritable skin and intolerant skin.
An irritable skin is a skin which reacts by a pruritus, namely, by itching or by stinging, to
various factors such as the environment, emotions, foods, the wind, rubbing, shaving, soap,
surfactants, hard water having a high calcium concentration, temperature variations, or wool. In
general, these signs are associated with a dry skin with or without dartres, or with a skin which
displays an erythema.
An intolerant skin is a skin which reacts, by sensations of inflammation or pulling, but
also in the same manner as irritable skin by a pruritus, i.e., by itching or stinging. Intolerant skin is
also characterized by tingling and/or redness tovarious factors such as the environment, emotions
and foods. In general, these signs are associated with an erythema and with a skin with or without
dartres.
In general, sensitive skin is defined by a […]
http://www.patentgenius.com/patent/5849312.html
5 ATA Conference – Denver, CO (2010)