Be & Sephora Partnership FINAL

We are Be

We are credible beauty experts who created a small agile
vehicle fused with a big powerful machine in JML to deliver
fast beauty to the world.
We are an innovation business - insight first, always, we deliver
white space innovation via a variety of business models, fast
than anyone on the planet.
We innovate on 3 levels:
1.  At a product level delivering an innovation pipeline to

strategic partners and JML. This pays for today.
2.  At a brand level, building a portfolio of brands that drive

value over time. This pays for tomorrow.
3.  At market level, we are developing disruptive innovation

technology. This will pay for the future.
Today, we are 4 months old, have global retail traction, press
and consumer excitement.
By 2020, through tripling revenue annually, creating products
people crave, intoxicating our tribes and selling our products
and brands, we will be worth of over £100m.

WHO?

WHO WE ARE

Be = with Credible Backed by a £100m
Agile start-up beauty experts DRTV
(Boots, P&G, WAH) machine
partner

delivering

FAST
BEAUTY

To the world

THE Be MODEL: Power of our partnership

Be +

Responsible for Insight – Innovation Responsible for Admin – Finance–
– Sales - Marketing Buying – Selling – QA - Logistics

Ran #1-5 biggest UK beauty brands £100m Business
Access to a 5 year global beauty 100+ product innovation per year

innovation pipeline

Beauty retail experts with combined 75 years of 1.6m units traded per year, with warehouse
category experience capacity of 80k sq. m

Global supply base recognised as best in class No product recalls in 31 years and ERA seal of
for quality & compliance approval

= FAST BEAUTY

WHY?

WHY DO WE EXIST?

Macro consumer trends Individuality
Consumer attitudes to beauty Define me less (gender, race, sexuality)
Short attention (new new new)
Be as good but cheaper (Redefining Value)
Be simpler (Multi-function)

Solution

Pace required to meet shrinking product Fast beauty business premise
cycle Portfolio of insight led brands
Niche brands winning - answering Uniformisation proposition via white label
changing consumer needs (hyper partner service provider
personal and value add)
Boundary less and multi use beauty
propositions (genderless)

Be the World’s Red Lipstick

WE ARE AN INNOVATION BUSINESS

Always ..white space
beauty
insight
innovation..
first..

..Faster than ..via

anyone varied
else
business models..

1. INNOVATION VIA NEW PRODUCT

OPPORTUNITY TO USE THE POWER OF BE BEAUTY KNOWLEDGE TO SUPPORT A
FAST CHURN OF BEAUTY INNOVATION TO OUR PARTNERS.

Be access to 5 + Partner shopper Single product
year product and category revenue drivers
innovation insight,
manufacturer base to insight, plus retail =
deliver, and strict QA to footprint In the kitchen
products and
support & distribution brands
capability

1. Insight first: 2. Product innovation: 3. Execution:
#1 frustration with lip products Take long wear lip Work with partner to deliver fast
is wear technology to the next level with clear, targeted messaging

2. INNOVATION VIA Be BRAND PORTFOLIO

LIVE BASE
2017
SKIN FIRST BEAUTY

DEVELOPING
2018-2019

CONCEPT SSSSSSH! TOP SECRET … I.E. NO F* IDEA WHAT IT LOOKS LIKE YET!
2019 AND THIS IS FAST BEAUTY BITCHES!

BEYOND HOWEVER, THEY ARE IN THESE AREAS…
2 X SKIN 1 X HAIR 1 X BROWS 1 X COSMETICS

3. INNOVATION SERVICE: FOR OUR PARTNERS

‘In the kitchen’
BEAUTY white space innovation
gap for EMEA

LONG TERM VISION…
Be DEMOCRATISING INNOVATION

PROBLEM SOLUTION

Business = 90% of all innovation fails Business = Insight-led NPD, failing as fast and cheaply as possiblle
Consumer = Told by brands what is ‘innovation’
Consumer = Digital platform that facilitates that allows them to go
from concept to physical products they want

VISION

Anyone on planet Earth to be able to

create a new product from concept
to scale through the omnichannel
power of Be

OBJECTIVE

Be the go to business to innovate, test,

prototype + scale beauty products

NOW 2018>2019 2019>

Manually work on trends and insight to Automate the innovation process from Digitised platforms that allow

deliver new products and brands to consumer through to finished goods businesses and consumers to go from
market for Be and JML across brands concept to product through the Be

machine

The system to spark Be innovation can evolve into additional B2B &
B2C revenue streams & business models

Be in 2017

LAUNCH OF FIRST 3 BASE
BRANDS IN SEPTEMBER
2017 SKIN FIRST BEAUTY

GREAT RETAIL
TRACTION

GREAT PRESS
TRACTION

CONSUMER
LOVE

5.4k followers in 2 months

2017 RETAILERS

GLOBAL RETAIL NETWORK TRACTION PLUS STRATEGIC PARTNER
EXCLUSIVE (BRANDS AND PRODUCTS)

WHAT?



Feeling hot? Nah we don't always either….so listen up.
BOD are in the game of making women feel damn good.

Giving you that boost to feel sexy as fuck for your night
out with the girls, bikini ready for your beach holiday, or

just because you deserve to feel at your Be st, always.
We understand the science behind the causes of that
bloated feeling, and girl to girl our products serve to
tighten, sculpt, providing instant wow with longer term

Be nefits.
We want womankind to feel hotter, braver and happier

today, and Be able to take control of tomorrow.

Offers BODY BOOSTING
and THEATRE to bath time

What is BOD?

20min Body Boost Bath Prep
Lose the bloat in one (hot) bath for a
night out ready bod!
Everyday Body Boost Sorbet …
Tighten, tone & smooth problem areas
with daily use
Body Boost Supplements… Supports
body boosting through helping feel
fuller for longer
Coming soon……
Insta worthy glitter preps
Detoxifying charcoal
Metallic body masks
Sculpting TAN range!

BOD range

AUG 2017

BEAUTY FINDS LAUNCH OCT 2017
BOD 20min Body Boost bath prep RRP £9.99 / $14.99
BOD Everyday Body Boosting Sorbet RRP £14.99 / $19.99
BOD Body Boosting Supplements RRP £14.99 / $19.99

BAKE SS 2018 OCTOBER 2017 LAUNCH
BOD Pink salt & Coconut with iridescent glitter Scrub £10.99 / $14.99
TAN 2018 LAUNCH BOD Black Sugar & Honey, Rose Gold flaked Scrub £10.99 / $14.99
BOD BAKE self tan x 6 skus <£19.99 / <$26.99 BOD Metallic Rose Gold Body Peel Off Masque £14.99 / $19.99
BOD Charcoal Salt (Detox & Antioxidant) £9.99 / $14.99
BOD 20min Unicorn Bath Prep £9.99 / $14.99
BOD Unicorn Shimmer Scuplting Sorbet £14.99 / $19.99

#BODBABES go viral

Reach focus Channel focus

Sensationalist title hit Social tribe build

Key title placement Body confidence
Cross category outreach Community
Lifestyle led
through a trusted beauty and lifestyle focussed PR
agency with key industry connects through a Digital youth comms agency
leading in digital marketing (Topshop,
Influencer network Miss Vogue)

20m outreach Ecomm hub
Co-creation of product
Authentic affiliate build Lifestyle led
Community hub
through influencer brand partners Education and proof

through a creative mobile first
agency with 360 digital approach

#BODBABES go viral

Reach focus #1

= Sensationalist title hit

Key title placement
Cross category outreach
through a trusted beauty and
lifestyle focussed PR agency with
key industry connects in UK and
US

Titles ALREADY
confirmed pre-launch
in UK!



We are here to save the world from troublesome skin…
Because beauty begins skin first.

BASE PRODUCTS: SKIN FIRST BEAUTY

SKIN SOLVE:
ROSACEA

Every day skin perfect
Redness reducBon

LIP SOLVE SKIN SOLVE: BLEMISH SKIN SOLVE:
ECZEMA
Everyday lip perfect Everyday skin perfect
cold sore prevenBon Acne prevenBon Everyday skin perfect
Eczema relief
NOV 2017
SS 2018 AW 2018 AND BEYOND

Launch one: Winter 2017

StarSng with every day lip care… because
all girls wanna be kissable, right? Especially
when they are in most in need*




*24th-30th December highest searched term for Cold Sores for 2012-2017

OUR APPROACH TO SKIN FIRST BEAUTY

#1



Taking consumer insight…

90% adults have HSV-1 in their system
1 in 5 suffer outbreaks more than 3 Smes per
year
Insta generaSon pressure to be camera ready-
covering skin imperfecSons (o`en badly)

OUR APPROACH TO SKIN FIRST BEAUTY
#2 …..using diagnosBc technology to
understand skin (incl.lip) health….

Incoming lip blister xxx days"

Powering human analyScs through deep learning

Deep tag skin recogniSon to track skin health over Sme

OUR APPROACH TO SKIN FIRST BEAUTY
#3 …..and uBlising industry experts…

to have a voice of authority in the form
of dermatologists and specialists to back
the product vocally, supporSng on
claims, quotes and to be acSve speakers
for.
events and acSvity

*Dr Emma has extensive experience with all skin
condi7ons, but has a par7cular interest in condi7ons such
as acne, eczema and rosacea, as well as sun-damage.


Emma Wedgeworth*

Consultant Dermatologist

OUR APPROACH TO SKIN FIRST BEAUTY

#4…to deliver a preventaBve natural complex..



-  Every day lip

perfect cold sore
prevenSon

-  Limits the intensity
and frequency of
outbreaks



LIP SOLVE. Every day lip perfect

OUR APPROACH TO SKIN FIRST BEAUTY

#5…which is credible and space worthy!

“Base, a lip product that
73% experienced a promises to transform the lives
reducSon in the of those who currently battle
severity and with regular cold sores with the
duraSon of cold help of liquorice extract. Base is
sores* definitely a brand with a point of
difference and if the product
lives up to Curry’s hype, then
there’s little doubt it’ll be a
success.”!

*  Double blind study by Herpes Virus associaSon of 40 people
using Liquorice Root extract

ACTIVATION

THE VIRAL CAMPAIGN

Building Base brand story virally Lip solve.

DIAGNOSTIC TOOL THE BLACK CARD

Online lip health diagnosis Black card for those on screen
Make up arSst make up bag must have
THE EXPERT “EMBARRASSING SKIN”
THE SEASONAL
Support claims and acSve voice CAMPAIGNS
for brand
Freshers ‘kissing’ campaign - s
THE PANEL ummer jollies - party season support
USlise an influencer network to become
THE ONLINE CLINIC 'voice of embarrassing skin condiSons at
events etc
Daily clinics using influencers to engage the community

VIRTUAL BEAUTY SOLUTIONS

IS NOW THE MUA OF CHOICE

20% CONSUMERS ACTIVELY
SEARCHING PRODUCTS
FROM TUTORIALS

TAKES BEAUTY HACKS OUT OF THE VIRTUAL WORLD
TO CREATE A ONE STOP KIT

TO ACHIEVE INSTAGRAM READY MAKE UP

= FAST BEAUTY

WITH A FIRST TO MARKET SOLUTION

WITH THE LATEST TREND LOOKS

OCT 2017 CUT CREASE EYE
WING LINER KIT
TWO TONE ROSE GOLD LIP
GLITTER CUT CREASE EYE
DEC 2017 HOLO LIP TOPPER KT
GLITTER FLESH LIP KIT

WITH SMART DIGITAL MARKETING

TREND TRACKING VIA INFLUENCER SET
WAIT FOR LOOK TO BECOME FAMOUS

GO LIVE WITH KIT!
CREATE INFORMATIVE CONTENT
UTILISE INFLUENCER FOLLOWING

CLEAR ‘ONE CLICK’ SALES DRIVING
MARKETING WHERE GIRLS ARE SEEKING

OUT LOOKS





LAZY GIRLS love life."

LAZY GIRLS do it better."

"
"
Dry shampoo, coffee on the go, last night’s dress tied
into a knot to make a t-shirt."
"
Life is one party. Who knows where she will be next, and
who cares. She is resourceful and is ready for the next

adventure without a care in the world. She just needs
clean knickers"
"
In her wonderfully hectic world she doesn't have the
headspace to think about looking after herself. Anti-
ageing? Pah, she will worry about that tomorrow."
"
She is here and now, she needs functional, multi use
and easy to carry products that make her life as simple
as poss, so she can spend time partying (or sleeping in)."
"

"
"

THE PRODUCTS"

THE PRODUCTS"

1.  All in One Cleanse
(100ml tube)"

"
"
The Multi purpose…!
A non foaming face wash, shaving lotion, eye
makeup remover. !

!
!

Because the lazy girl needs..!
To moisturise, gently exfoliate, remove her
makeup, and calm her skin, in one simple step
(because its just as easy as a face wipe) !

!
!

The lazy girl knows she’s doing right with…!
hyaluronic Acid, fruit Acids and Aloe. !

!
!

RRP $20!

!
!
!

CLEANSE, FACE".

THE PRODUCTS"

1.  All in One Moisturiser: night-

day hydrate (SPF

15/30 50ml tube)"

" HYDRATE".
!
The Multi purpose…!
A light weight complete multi- vitamin, anti-oxidant mineral
for face, neck and eyes (because skin is skin).!

!
!

Because the lazy girl needs..!
To moisturise, protect and treat her skin, !
(every day and night)!

!
!

The lazy girl knows she’s doing right with…!
Low/high molecular HA, Willow Bark extract, Vitamin E,
Arnica, Squalene, Copper, Gluconate, CoQ10,
Magnesium PCA, Shea Butter!

!
!

RRP $20!

!
!
!

THE PRODUCTS" BODY".

1.  All in One Body Balm:
Below the neck"

"
!
The Multi purpose…!
A cream/balm that is made for each inch of you;
hands, feet and of course BODY.!

!
!

Because the lazy girl needs..!
A non- greasy, easily absorbed moisturiser to keep
her bod silky smooth to be touched by her bae.!

!
!

The lazy girl knows she’s doing right with…!
HA, Minerals, Botanicals!

!
!

RRP $20!

!
!
!

APPAREL"

THE SKINCARE AMNESTY"

"

Its time to cut the crap.!

!

We have all been duped into buying the next ‘collagen’
or pure gold skincare, and feel guilty about it stashed in
the back of our bathroom cabinet.!

!

Give it up, girl.!

!

We got your go to products, ready and waiting. No more
brainwashing, no more tubs and jars. Just your go to
everyday skin solutions that fit with you.!

!

So… what are you waiting

for?!

!

Give us your crap and we will re-purpose for you. "

Our skincare amnesty means you can rid of your

unwanted products and join the lazy movement… !

C!reating a public installation of unused
! pth ae c kL aa gz  yi n eg x op u et ri oe fn oc !uerwsikl!linacllaorwe
amnesty,
girls to DO

IT BETTER by trading o!ld for new, for

free. Because, skin is skin.!

Boys we hear ya. "

We see you stealing your

girls moisturiser….!

!
We know you are lazy, but your skin needs to be
super soft for your gal, so we created a one hit Lazy
balm for you.!
!
Lather on and go….or get back in bed with your
bae…your call.!
!
!
!

HOW?

HOW WE INNOVATE DEFINE
DISCOVER

OGSM
NOW: Trends,
Mass + WHITE SPACES
Views, Reviews,
Evolving STRATEGY MATRIX
Experts, Interviews,

D-EVOLVE
Be THE Competition,
NOW: DO – Market

MEASURE – RE-DO
WORLD’S RED
LIPSTICK
FUTURE: AI

FUTURE: AI

DIG

DEVELOP

NOW: Design NOW: Knowledge
matrix, specs, fast wall, people profile,

prototypes & concept specs
concepts & traction
opp mapping

FUTURE: Digi BUY

FUTURE: Digi MVP


PRODUCT – PLAN - PROCESS

OUR GLOBAL INNOVATION NETWORK

Leading edge insight and global supplier and agency network

FREELANCE DESIGNER
CANADA BASED
CREATIVE DESIGNER WITH U.S EYE DIGITAL AGENCY UK BASED FAR
TORONTO BASED EAST LONDON DIGITAL EAST
(TECH & BEAUTY)
LARGE SCALE AGENCY (SOCIAL MANUFACTURER
BEAUTY BRAND EXPERTS) SPECIALISING IN
CREATIVE AGENCY BOUTIQUE BEAUTY

US SALES CONNECT GLOBAL PR 2 X UK 4 X FAR EAST
US, AUSTRALIA, CANADA AGENCY MANUFACTURERS MANUFACTURERS
RETAIL EXPERTISE AND SPECIALISING IN RANGING FROM
TOTAL BUSINESS MASS TREND TO
NETWORK PR SUPPPORT BEAUTY & KOREAN SKINCARE
SPANNING UK HEALTHCARE
AND U.S 4 X EU EXPERTS
MANUFACTURERS KOREAN
SPECIALISING IN
PREMIUM & BEAUTY INNOVATOR
INNOVATION OWNER OF
UNIQUE MASK
US MANUFACTURER TECHNOLOGY
WITH 5 PLANTS

SPANNING MASS -
PREMIUM BEAUTY
&TURNKEY CAPABILITY