1. TRAINER’S GUIDE | GÉNIFIC HD Review Lancôme Men skincare : the saga Successful Anti-Age expertise positioning. Anti-age being the most dynamic face care segment for the past 3 years. Successful launch and perennial installation > n°2* anti-age (with Rénergy 3D as star product) > n°3* face care (with 2 to 3 references in the top 20) * Ranking Europe EDUCATION OBJECTIVES 1. Discover Lancôme Men’s major discovery in skincare: Génific HD, the first skincare for men that revives the activity of the genes of youth. 2. Mastering the selling strategy on the POS. How to introduce Génific HD to your Lancôme customers, new customers and create efficient link selling? CUSTOMER CONCERNS ALL MEN OF ALL AGES Men who are early skincare adopters in search for the latest scientific innovations, eager for new products and services. They look for proof, efficacy and aesthetics. His skin concerns: -Weakened skin barrier -Lack of comfort -Irregular texture and tone -Irritated and sensitive skin KEY MESSAGE Lancôme Men invents the first skincare for men that revives the activity of the genes of youth. Scientifically proven results : Visibly rejuvenated skin in just 7 days. 10 YEARS OF RESEARCH. 7 PATENTS A major scientific discovery The first male skincare project ever in the cosmetic world to benefit such a breakthrough in the territory of genes. We have 10 years of Research and 7 patents. To fully understand this new territory, let’s have a dive in the very heart of the skin right through the genes. Genes are located in the very core of the cells, in a part called the nucleus. More precisely on each of your chromosomes composed of a thin ribbon molecule that you all know as the DNA. What is the role of the DNA? This is the databank, the hard drive of your genetic patrimony what we call the genome which will create your individuality. The entire genome is present in all cells of your body and contains more than 30 000 genes, but only one part of it is expressed in skin. Genes are expressed into proteins It means that the gene information on the DNA is read to create protein. These proteins are the essential constituents of the skin. The gene activity can be modulated by the information they receive from their environment. And it is on this environment thanks to our technology that we are going to act.

2. TRAINER’S GUIDE | GÉNIFIC HD With age, genes need more time to act to produce proteins. Following stimulation of genes’ expression, we identified the number of genes expressed during time for young patients compared to aged patients. The peak answer is maximum at 6 hours for young patients and at 30 hours for aged patients: a 24 hours delay This amazing result shows that with age, the biological environment of the genes is modified. By studying more than 3000 genes, our Laboratories demonstrated that the activity of genes slows down with time. This delay will induce a difference in the proteins found on the skin surface. We also identified these specific proteins are the skin’s signature of youth. For the first time, our Laboratories have identified and quantified these specific proteins that sign skin’s youth. Genes and Men’s skin What is true for women is also true for men with specific consequences. At the very origin of your skin’s youth: the genes. By expressing themselves, the genes produce specific proteins, that can be found on the skin’s surface. These proteins are the skin’s signature of youth. With age, their presence diminishes. As a consequence, an older skin takes longer than a younger one to “repair” itself and to face daily aggressions. Specific male characteristics Men’s skin barrier weaken with time, increasing sensitivity. Daily aggressions like shaving make men’s skin more sensitive and irritated. It loses its comfort and feels weaker. Thanks to our Advanced Research, Lancôme Men changes the face of skincare with the first Youth Activator for Men – Génific HD that revives the activity of the genes of youth.

3. TRAINER’S GUIDE | GÉNIFIC HD Scientifically proven results WORK IN PROGRESS Spectacular skin results Drop by drop skin is infused with life: > Visibly rejuvenated skin in just 7 days > Dramatically refined texture > More supple touch > Fresh and healthy tone > Extreme skin comfort Who do we target with Génific HD? Our goal with Génific HD is to target all men of all ages. They are: - Early skincare adopters in search of the latest scientific innovations - Eager for new product and services - Looking for proof, efficacy and aesthetics What main skin concerns are we addressing with Génific HD? What you can see: Lack of comfort Irregular texture and tone Irritated and sensitive skin What he may tell you: “My skin tone is uneven and dull, my skin shows signs of fatigue, my skin had never felt so uncomfortable and sensitive…”

4. TRAINER’S GUIDE | GÉNIFIC HD How to introduce Génific HD? “ Let me introduce GÉNIFIC HD, the first Youth Activating Concentrate for men that visibly rejuvenates the skin in just 7 days. Deep inside your cells lie your genes. With age, the genes slow down their activity. GÉNIFIC HD reactivates the genes of youth to regain the quality of a young skin. Day after day your skin is extremely comfortable, your skin tone is fresh and healthy and your skin texture is refined. For your daily routine, apply after shaving or on a perfectly cleansed face and neck, GÉNIFIC HD morning and/or evening, avoiding the eye contour. Selling strategy Using the Expert Consultation Guide, review the Lancôme Skincare Geography. A transversal skincare offer Génific HD answers a transversal need: for all men of all ages. Therefore Génific HD is placed transversally in our Lancôme Men skincare geography besides strong anti-age pillar such as Rénergy 3D. Apply GÉNIFIC HD daily and spread it across the forehead, cheeks and chin in long gliding strokes, working from the centre of the face outward. Finish on the T-zone, then under the jawline and down the neck. Its gliding and refreshing texture deeply penetrates down into skin and procures comfort all day long. After few seconds, the skin is soothed after shaving, soft and smooth. Demonstrate and link According to your customer key concerns, link Génific HD with Lancôme Men skincare daily ritual. NEW CUSTOMER For example, his concerns are to prevent and fight premature aging. Link with Age Fight Yeux and the High Definition Shave Foam for a complete routine. “ For your daily routine, take 2 to 3 drops of Génific HD apply morning and evening on a perfectly cleansed face and neck. Follow up with Age Fight Yeux to reduce the appearance of fine lines and reduce under eye puffiness. For a global and efficient routine, use the High Definition Shave Foam for a precise shave and a smooth skin. “

5. TRAINER’S GUIDE | GÉNIFIC HD Disruptive packaging An innovative luxurious masculine shape that has been created to make Génific HD a new myth. Made-to-measure technology GÉNIFIC HD Complex: > Decrease skin irritation due to shaving > Decrease irritation skin proteins > Stimulate restoring skin proteins > Decrease specific proteins of aged skin > Increase specific proteins of desquamation > Strengthen skin barrier (lipids and cells) > Increase* some skin hydration proteins > Stimulate* cell differentiation and proliferation TIGER HERBS Extract: Today, for every man, the fruit of 10 years of research, protected by 7 patents. Specifically designed for men skin, for all skin types even sensitive. Launch support Display your Génific HD local support launch. FIND OUT MORE ABOUT THE TECHNOLOGY * Clinical study: proteins measurement - 25 men - 6 weeks Demonstrate and link LOYAL CUSTOMER For example user of Rénergy 3D, his concerns are wrinkles and loss of firmness. Link with Rénergy 3D Yeux and Rénergy 3D cream. “ For your daily routine, take 2 to 3 drops of Génific HD apply morning on a perfectly cleansed face and neck. Follow up with Rénergy 3D Yeux to diminish appearance of wrinkles on the eye contour area and to improve firmness. In the evening, for an intense anti-age routine apply Génific HD, follow up with Rénergy 3D lifting, anti-wrinkle, firming cream and with Rénergy 3D yeux.”