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.
What began in 2001 as a group of scientists uniting to create a new solution for aging SECTION 1 – INTRODUCTION AND
and sun-damaged skin, has quickly evolved into the industry standard for laser-based,
BACKGROUND
non-surgical skin resurfacing treatments.

1.1 Letter from Director of

The rapid adoption of Reliant’s true fractional lasering technology is no surprise and the
Consumer Marketing
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
This manual is intended to guide team resources responsible for implementing brand SECTION 1 – INTRODUCTION AND
messaging and visual communications for the Fraxel® brand. The principles set forth are
BACKGROUND
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
1.2 Purpose and use
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
About Reliant Technologies
In 2001, a group of prominent laser scientists, leading clinicians, and business executives SECTION 1 – INTRODUCTION AND
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
BACKGROUND
the creation of a new science and clinical approach that would fulfill the promise of laser
1.3 History of Reliant and the creation of Fraxel Laser
medicine.
Technology

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
The Fraxel® product line – including Fraxel re:fine™, Fraxel re:store™, Fraxel re:pair® SECTION 1 – INTRODUCTION AND
and Fraxel Skin Ecology System – comprises one of the family of products under the
BACKGROUND
Reliant corporate umbrella.

1.4 Relationship between the Fraxel product

line and Reliant

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
As a basic building block for consistent communications, we have developed key SECTION 1 – INTRODUCTION AND
message statements and phrases to provide a verbal snapshot of what the Fraxel®
BACKGROUND
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.
1.5 The Fraxel brand mission and corporate
statements
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
In all verbal and written communication, the Fraxel® brand voice should sound like SECTION 1 – INTRODUCTION AND
that of an expert – albeit an approachable expert – who explains technology and user
BACKGROUND
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
1.6 Fraxel Brand Voice and Verbal Attributes
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
Every piece of brand communication should be targeted to specific audience groups to SECTION 1 – INTRODUCTION AND
address their specific needs, questions or concerns. That said, often times consideration
BACKGROUND
must be given to multiple audiences that will be exposed to any single communications
piece.
1.7 Audience groups

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 Guidelines
SECTION 2 - LOGO, STANDARDS
SECTION 2 - LOGO, STANDARDS
2.1 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, STANDARDS
2.2 Approved Fraxel Brand Logo Usage
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 brand@fraxel.com.
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.)

Burgundy (Coated) Burgundy (Uncoated)

Pantone PMS 7421c Pantone PMS 7421u

cmyk 0 100 30 60 cmyk 0 100 30 60
RGB 120 0 50
WEB #660033

x x
x

clear-space matrix

Minimum Print Size Minimum Online Size

1.00” 72 pixels

2.2
SECTION 2 - LOGO, STANDARDS
2.3 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, STANDARDS
2.4 Product Line Logo Usage - Consumer
x x
x x
x x
x x
Minimum Print Size
1.00” 1.00”
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.
x x
x
x
x
1.00”
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.
x x
Minimum Online Size
72 pixels
2.4
SECTION 2 - LOGO, STANDARDS
2.4.1 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.
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.)

When printing, it is preferred that PMS 7421 Registration

be reproduced as a spot color. If the budget The registration “®” symbol will always
dictates, Product Line Logos can be printed in appear the same color as the logotype.
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.

Corporate Base Color Palette

Burgundy Black 60% Blk

PMS 7421c CMYK 0 0 0 100 CMYK 0 0 0 60

CMYK 0 100 30 60 RGB 0 0 0 RGB 153 153 153
RGB 120 0 50 WEB #000000 WEB #999999
WEB #660033

4-color signature

2-color signature

100% Black and

60% Black signature

Reversed White and

60% Black signature

Product Line Key Color Palette

re:pair re:store re:fine

PMS 5275 PMS 5773 PMS 471

CMYK 60 47 00 30 CMYK 35 09 63 14 CMYK 00 59 100 18
RGB 85 98 147 RGB 152 173 112 RGB 206 112 25
WEB #556293 WEB #98AD70 WEB #CE7019

2.4.1
SECTION 2 - LOGO, STANDARDS
2.5 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, STANDARDS The Fraxel® Brand Logo and the Fraxel Product
2.6 Logo do’s and don’ts Line Logos have been designed for use in
a wide variety of mediums and for various
collateral applications.
Do’s
dark background, the signature should be
reproduced in white and 60% black Shown
on page 2.5.

If the background is light in color, the signature

should be used as recommended in two
colors. Whenever the signature appears on a

Acceptable color usage: 4 color product line logo on white and image color background.

Acceptable color usage: 2 color product line logo on white and image color background.

Acceptable color usage: Reversed white on PMS 7421 color 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: Reversed white on an environmental background.

2.6
SECTION 2 - LOGO, STANDARDS As visual illustration of the high-level Fraxel®
2.7 Logo do’s and don’ts Brand and Product Logo guidelines, below are
a few examples of common misuses.

Dont’s

Do not use the Fraxel Brand Logomark as a Do not change the color on Fraxel Do not reposition the Fraxel product
outline element. product line logomark. line logo.

Do not change the color on the Fraxel Do not change the placement on Fraxel Do not use different font on the
Brand Logomark. product line logo. product line logo.

treatment

Do not reposition the Fraxel Brand Do not change dot placement on Fraxel Do not change color on the
Logomark. product line logomark. Fraxel product line logo.

Do not position the Fraxel Brand Logo angled Do not use the Fraxel logomark as a graphic element or pattern.
and/or place on separate color background. The logotype and logomark must not be separated.

2.7
Brand Identity Guidelines
SECTION 3 - TYPOGRAPHY
SECTION 3 - TYPOGRAPHY
3.1 Typography / Font Family
The core type font for the Fraxel® brand is Frutiger’s simple and legible character
Frutiger. Different weights and variations within parallel and support many of the Fraxel®
the Frutiger font family are designated by the Brand Verbal Attributes: Contemporary,
use of numbers rather than names to eliminate Accessible, Credible, Quality and Innovative.
naming confusion. The font may be used in any
Frutiger font weights, with the exception of the
Ultra 95 font set.

Frutiger 45 Light Frutiger 76 Black Italic

ABCDEFGHIJKLMNOPQRSTUV W X Y Z ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuvwxyz
1234567890., ;:?!@ &*( ) [] { } _ 1234567890., ;:?!@&*()[]{}_
Frutiger 46 Light Italic Frutiger 47 Light Roman Condensed

ABCDEFGHIJKLMNOPQRSTUV W X Y Z ABCDEFGHIJKLMNOPQRSTUV W XYZ

abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuv wxyz
1234567890.,;:?!@&*( ) []{ }_ 1234567890., ;:?!@&*() [] { } _
Frutiger 55 Roman Frutiger 57 Condensed

ABCDEFGHIJKLMNOPQRSTUVW X YZ ABCDEFGHIJKLMNOPQRSTUV W X YZ
abcdefghijklmnopqrstuv w x yz abcdefghijklmnopqrstuv wxyz
1234567890., ;:?!@&*( ) [] { } _ 1234567890., ;:?!@&*( ) [] { } _
Frutiger 56 Italic Frutiger 67 Bold Condensed

ABCDEFGHIJKLMNOPQRSTUV W X Y Z ABCDEFGHIJKLMNOPQRSTUV WX YZ
abcdefghijklmnopqrstuv w x yz abcdefghijklmnopqrstuv w x yz
1234567890., ;:?!@&*( ) [] { }_ 1234567890., ; :?!@&*( ) [] { } _
Frutiger 65 Bold Frutiger 77 Black Condensed

ABCDEFGHIJKLMNOPQRSTUV W X YZ ABCDEFGHIJKLMNOPQRSTUV W X Y Z
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuv w x yz
1234567890., ; :?!@ &*( ) [ ] { } _ 1234567890., ; :?!@&*( ) [ ] { } _
Frutiger 66 Bold Italic Frutiger 87 Extra Black Condensed

ABCDEFGHIJKLMNOPQRSTUV W X YZ ABCDEFGHIJKLMNOPQRSTUV W X YZ
abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuv w x yz
12345678 90., ; :?! @&*( ) [] { }_ 123456789 0., ; :?!@ &*() [ ] {}_
Frutiger 75 Black

ABCDEFGHIJKLMNOPQRSTUV WXYZ
abcdefghijklmnopqrstuvwxyz
1234567890., ; :?!@ &*()[] {}_

3.1
SECTION 3 - TYPOGRAPHY Below are a few guideline examples of the
3.2 Typography Usage Frutiger font family, weight, size and leading for
common usages.

Font call-outs to be added in LIFE CHANGES YOUR SKIN.

mechanical process.
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.

INTRODUCTORY OFFER

Save up to $XXX on your

Fraxel Treatment Series.

For Information, please contact:

Dr. Sample, M.D.,F.A.C.S.
XXXX Street Name, Ste. XXX
City, State XXXXX
Call XYZ office to schedule
your appointment.

(456) 123-4567
www.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 - TYPOGRAPHY
3.3 Product Line references within
text - Consumer and B2B
Product Line references are to be used in products other than the examples above
heading or body text as shown below. All should be initial caps and non-italic.
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®
Italicized 100% Product Color
Consumer
Stand alone
product line text
Fraxel re:pairtreatment ™
Italicized Fraxel 100% PMS 7421 Italicized 100% PMS 7421
Italicized 100% PMS 7421 Superscript 100% PMS 7421
Italicized 100% Product Call
B2B Stand alone
product line text
Fraxel re:pair ® laser
Italicized 100%
PMS 7421 Italicized 100% PMS 7421
Italicized 100% PMS 7421 Italicized 100% PMS 7421
Superscript 100% Black Roman 100% Black
Consumer
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.
B2B
Product line text 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
Superscript
Other Reliant
trades treatment Fraxel® family of products
(Heading or
text)
Results You Can See and Feel.®
Fraxel® family of products
Results You Can See and Feel®
3.3
 Brand Identity Guidelines
SECTION 4 – COLOR PALETTE AND PHOTOGRAPHY
SECTION 4 – COLOR PALETTE & The Fraxel Brand Corporate Base Color Palette
is to be used whenever general Fraxel brand
PHOTOGRAPHY
communication materials are being developed.
4.1 Fraxel Brand Corporate Base
Color guidelines relating to general Fraxel Logo
Color Palette
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.

Fraxel brand
Corporate PMS 7421 PMS 8001 (Metallic Silver)
base color palette CMYK 0 100 30 60 CMYK 51 43 45 8
RGB 120 0 50 RGB 110 109 106
web #660033 web #6e6d6a

PMS Warm Gray 4 BLACK

CMYK 0 4 9 24
RGB 202 194 184
web #bdb6b1

ACCENT
PMS 7401
CMYK 0 4 18 0
RGB 255 255 204
web #ffffcc

Preferred
Background WHITE

4.1
 SECTION 4 – COLOR PALETTE & Each product in the Fraxel® Laser Treatment
line is represented by a color in the Fraxel
PHOTOGRAPHY
Product Line Key Color Palette. Colors from
4.2 Fraxel Product Line Key Color Palette
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.

fraxel PRODUCT fraxel re:fine™ fraxel re:store™ fraxel re:pair® fraxel

LINE Key color Skin Ecology System
palette
Fraxel re:pair® Fraxel
Fraxel re:fine™ Fraxel re:store™
PMS 5275 Skin Ecology System
PMS 471 PMS 5773
CMYK 60 47 00 30
CMYK 00 59 100 18 CMYK 35 09 63 14 PMS 7407
RGB 85 98 147
RGB 206 112 25 RGB 152 173 112 CMYK 19 25 100 0
web #556293
web #CE7019 web #98AD70 RGB XXX X XX
web #XXXXXX

Fraxel re:fine Orange: Fraxel re:store Green: Fraxel re:pair Blue: Fraxel Skin Ecology
System Gold:
Signifying transition This soft green is This deep rich
and a youthful, glowing abundant in nature and blue embodies the Denoting prestige,
vibrancy, this warm hue signifies health, renewal intelligence and luxury and grandeur,
conjures the movement and the subtle, natural confidence that comes this rich color is the
into something new, regrowth that the with experience as well embodiment of the
the sunrise that comes Fraxel re:store product as the subtle restorative Fraxel Brand Attributes
between darkness promotes. power of the Fraxel and the ability of the
and daylight and re:pair product to Fraxel Skin Ecology
the opportunity of a cool the aging process System to bring skin
refreshing rejuvenation and a return the fresh to its full wealth and
that Fraxel re:fine vibrancy of youth. potential.
product provides.

fraxel Corporate Background

base color palette PMS 7421 PMS Warm Gray 4 BLACK PMS 7401
CMYK 0 100 30 60 CMYK 0 4 9 24 CMYK 0 0 0 1 0 0 CMYK 0 4 18 0
RGB 120 0 50 RGB 202 194 184 RGB 153 153 153 RGB 255 255 204
web #660033 web #bdb6b1 web #999999 web #ffffcc

fraxel product line type color

example Fraxel re:finetreatment™
Fraxel re:storetreatment™
Fraxel re:pairtreatment™
Fraxel Skin Ecology System

4.2
SECTION 4 – COLOR PALETTE & Photographic imagery should enhance and
support the essence of the Fraxel® Brand
PHOTOGRAPHY
Verbal Attributes through our brand voice –
4.3 Faces
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
CORRECT
INCORRECT
Do not use photographs with Do not use photographs that look
busy backgrounds. mediocre—through subject matter, style
or when cropped.
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.
Do not use photographs with artificial
lighting or showing heavily made-up
models.
4.3
SECTION 4 – COLOR PALETTE & Abstracts
Abstract environment photography consists of
PHOTOGRAPHY
out-of-focus photographs of real environments.
4.4 Abstracts – Horizontal Examples
These images create a narrative about the
world we live in, which includes different
CORRECT
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.
4.4
 SECTION 4 – COLOR PALETTE & The out-of-focus effect is created in-camera, restricted to full-bleed backgrounds or at a
and whenever possible, images should not be minimum, bleeding off at least two edges of
PHOTOGRAPHY
blurred digitally. Use of abstracts should be the page or panel.
4.5 Abstracts –Vertical Examples

CORRECT

4.5
Brand Identity Guidelines
SECTION 5 – DESIGN SYSTEM
 SECTION 5 – DESIGN SYSTEM The Fraxel® grid is a precisely constructed brand consistency among multiple collateral
5.1 Design Grid system of underlying divisions that indicate documents. The Fraxel brand uses a 10-column
where you place type, images and other grid that provides flexibility when creating a
elements on the page. The grid provides variety of collateral materials.
the framework for your designs and ensures

.8”

2.2”
Ten vertical columns and seven Fraxel Brand Treatment logo
horizontal rows divide the space
on right top corner location
of each page. A space of 0p9 should be used
between each grid unit.

Preferred logo placement on grid

.8” bottom x height of logotype
2.2” left align logotype

Images should always align

within the grid

Plan for empty space.

INTRODUCTORY OFFER
LIFE CHANGES YOUR SKIN. Save up to $XXX on your
FRAXEL® TREATMENT REPAIRS IT. Fraxel Treatment Series

Sometimes it’s polite to stare.

Rejuvenate your skin. Results so dramatic you’ll For information, please contact:
love looking in the mirror. Dr. Sample, M.D., F.A.C.S.
xxxx Street Name, Ste. xxx
Turn back the clock with Fraxel re:pair™ treatment. City, State xxxxx
Imagine looking into the mirror and appearing as energetic, Call XYZ Office to schedule
youthful and confident as you feel. your appointment
With Fraxel re:pair treatment, dramatic results are just a single
(456) 123-4567
™

treatment away. This revolutionary new procedure delivers

smoother, tighter skin … reduced wrinkles and improved tone www.webaddress.com
and texture. All without surgery or prolonged downtime.
Call us today to schedule your appointment.

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

Text or images can span one-column or

occupy multiple columns Allow space for side bar, it can occupy
multiple columns

5.1
 SECTION 5 – DESIGN SYSTEM When the Fraxel® Brand Identity guidelines and coming together and the strength and
5.2 Collateral and Advertising - Consumer graphic elements come together, they result in consistency of the total system.
powerful, consistent marketing material which
Faces of Fraxel reinforce the Fraxel brand attributes and project Faces of Fraxel
a high-quality corporate image. Each individual Our Faces of Fraxel advertising campaign
The following pages contain examples piece of Fraxel brand communication relates highlights the confident fresh faces and healthy
of advertising and collateral material, to the larger Fraxel brand story and form a luminous skin of individuals who represent post
highlighting the final design details, such strong structure of corporate communication. Fraxel treatment.
as the key color palette for Fraxel products, The following pages demonstrate the pieces
body text and logo placement.

When selecting an image, show real people,

simple background, eye contact, portraits with Use PMS7401 Fraxel Brand Treatment logo
a clear focal point is more engaging cmyk mix on right top corner location

0.13” rounded corner with

0.25” 0.25” away from trim

LIFE CHANGES YOUR SKIN. INTRODUCTORY OFFER

FRAXEL® TREATMENT RESTORES IT. Save up to $XXX on your
Turn back the clock with Fraxel re:store treatment. Fraxel Treatment Series

Regain your youthful appearance

with the revolutionary new Fraxel treatment. For information, please contact:
Dr. Sample, M.D., F.A.C.S.

Imagine going back to a time before you worshipped the sun, before
xxxx Street Name, Ste. xxx
teenage hormones made your skin break out, before your little one City, State xxxxx
was even a glimmer on the horizon. Imagine waking up and not only Call XYZ Office to schedule
feeling ten years younger, but also looking it. your appointment

(456) 123-4567
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.
www.webaddress.com
When life changes your skin, call us today to learn how Fraxel treat-
ment can help your restore it.

LIFE CHANGES YOUR SKIN. INTRODUCTORY OFFER

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)

Transparency-Normal 45% FRAXEL® TREATMENT RESTORES IT. Save up to $XXX on your

Turn back the clock with Fraxel re:store treatment. Fraxel Treatment Series
10-04432-LS04R1Fin_00534_restore_Blonde_FullPage_grey.indd 1 2/7/08 2:10:02 PM

Regain your youthful appearance Legal text- Frutiger 45 Light

with the revolutionary new Fraxel treatment. For information, please contact:
6/6pt U/L case. Color-100Blk
Dr. Sample, M.D., F.A.C.S.
LIFE CHANGES YOUR SKIN. INTRODUCTORY OFFER
Imagine going back toFRAXEL
a time beforeTREATMENT
you worshipped theRESTORES
®
sun, before IT. xxxx Street Name,
Save up Ste. on
to $XXX xxxyour
Turn back the clock with Fraxel re:store treatment. Fraxel
City, State Treatment Series
xxxxx
teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon.
Regain Imagine waking
your youthful up and not only
appearance Call XYZ Office to schedule
feeling ten years younger,
withbut also
the looking it.
revolutionary new Fraxel treatment. For information, please contact:
your appointment
Dr. Sample, M.D., F.A.C.S.
(456) 123-4567
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of fine
Imagine going back to a time before you worshipped the sun, before
xxxx Street Name, Ste. xxx
lines, sun spots and those dreaded wrinkles fromskinaround yourbefore
eyes.your little one City, State xxxxx
teenage hormones made your break out, www.webaddress.com
When life changes your wasskin,
evencall us today
a glimmer to learn
on the how
horizon. Fraxel
Imagine treat-up and not only
waking Call XYZ Office to schedule
feelingit.
ment can help your restore ten years younger, but also looking it. your appointment

(456) 123-4567
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of fine
PN 10-04433-LS04 Rev 1 ©2008 Reliant Technologies,
lines, sun Inc. Fraxel
spots and, the Fraxel
those logo, Fraxel
dreaded re:store
wrinkles andaround
from the Fraxel re:storetreatment
your eyes. are trademarks or registered trademarks of Reliant Technologies, Inc.
www.webaddress.com
Introductory offer heading-Frutiger 65 Bold 10pt all caps
Other names and brands may be claimed as the property of others. 00534 (02/08)
When life changes your skin, call us today to learn how Fraxel treat-
ment can help your restore it.
10-04433-LS04_R1Fin_0534_restore_Latino_FullPage_grey.indd 1 2/7/08 2:17:29 PM Color-0c, 100m, 30y, 60k
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

Introductory offer text-Frutiger 55 Roman12/12pt U/L case
Body text-Frutiger 45 Light 8/12pt U/L case. Color-100 blk Color-0c, 100m, 30y, 60k

Second level Sub-heading-Frutiger 65 Bold 10/11pt U/L case. Color-100 blk Doctor Information text- Frutiger 55 Roman and
65 Bold 11/14pt U/L case.
First level Sub-heading-Frutiger 55 Roman 8/11pt U/L case. Color-100 blk Color-0c, 100m, 30y, 60k
Main heading-Frutiger 55 Roman and 65 Bold 14/15pt all caps. Color-100 blk
Side bar color- 21c, 20m, 25y, 0k

Transparency-Normal 35%

5.2
SECTION 5 – DESIGN SYSTEM The Fraxel Lifestyles advertising campaign the ad give the feeling of someone telling the
5.3 Collateral and Advertising - Consumer highlights individuals and their stories. “Life story of issues they have had with their skin and
in progress” imagery and specific verbal how a specific Fraxel® Laser Treatment product
Fraxel Lifestyles messaging, directly relating to the person in helped them regain their youthful appearance.

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.

“NO ONE CAN TELL

I’ve spent a lifetime worshipping the sun.”

Regain your youthful appearance INTRODUCTORY OFFER COMPANY

with the revolutionary new Fraxel® treatment.
Save up to $XXX on your
Fraxel Treatment Series LOGO

Now available at XYZ Office For information, please contact:

Dr. Sample, M.D., F.A.C.S. YOUR CELL PHONE ISN’T ALL THAT NEEDS RECHARGING.
“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
xxxx Street Name, Ste. xxx Take time for you. Rejuvenate your skin.
City, State xxxxx
the Fraxel treatment, I don’t have any more brown spots or
wrinkles around my eyes.” Call XYZ Office to schedule
your appointment
Fraxel re:fine™ treatment provides safe, gentle resurfacing for
women in their 20s and 30s. Prevent or address the first signs (456) 123-4567
of aging such as fine lines and mild pigment problems—
www.webaddress.com
without downtime.

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)

10-04416-LS02_R1Fin_00535_Refine_Brun_FullPage.indd 1 3/4/08 2:27:40 PM

INTRODUCTORY OFFER
REGAIN YOUR YOUTHFUL APPEARANCE Save up to $XXX on your
with the revolutionary new Fraxel re:store™ treatment. Fraxel Treatment Series

Results You Can See and Feel®

Call us today to schedule your Fraxel® treatment consultation. For information, please contact:

Dr. Sample, M.D., F.A.C.S.

Career… family… friendship… home. No matter how crazy your xxxx Street Name, Ste. xxx
schedule, there are some things you always nurture and protect. City, State xxxxx
Shouldn’t your skin be one of them?

Fraxel re:store™ treatment is a non-invasive treatment proven to reverse Call XYZ Office to schedule
the signs of aging, wrinkles around the eyes, sun spots and acne scars. your appointment
It induces collagen production helping your skin return to its original
beautiful glow. You’ll get remarkable results with minimal downtime. (456) 123-4567
So call today to do something great for your skin. www.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)

Magazine_OnTheMove_FullPage_Fin.indd 1 2/5/08 12:28:51 PM

5.3
SECTION 5 – DESIGN SYSTEM Page 5.4 and 5.4.1 represent different color the consumer benefits of each product. The
5.4 Collateral and Advertising - Consumer treatment options for Fraxel product line color difference is subtle, a defined color area,
advertising or collateral. The overall look of such as a bar or block and always the color
Product Line Advertising each product, Fraxel re:store, Fraxel re:pair, treatment of the logo. See page 4.2 for the
version 1 Fraxel re:fine is consistent. The differences are Fraxel Product Line Key Color Palette. The
found in photo selection, color palette and following page shows another color option.
copy points which visually and verbally describe

“NO ONE CAN TELL

I’ve spent a lifetime worshipping the sun.”

lIFe ChanGes yOur skIn. INTRODUCTORY OFFER

lIFe ChanGes yOur skIn. INTRODUCTORY OFFER
FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your save up to $XXX on your
Fraxel treatment series FRAXEL® TREATMENT RESTORES IT.
turn back the clock with Fraxel re:store treatment.
turn back the clock with Fraxel re:store treatment. Fraxel treatment series
Regain your youthful appearance
with the revolutionary new Fraxel treatment. For Information, please contact: Regain your youthful appearance
with the revolutionary new Fraxel treatment. For Information, please contact:
dr. sample, M.d.,F.a.C.s.
dr. sample, M.d.,F.a.C.s.
Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX
teenage hormones made your skin break out, before your little one
Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX
City, state XXXXX teenage hormones made your skin break out, before your little one
was even a glimmer on the horizon. Imagine waking up and not only City, state XXXXX
Call XyZ office to schedule was even a glimmer on the horizon. Imagine waking up and not only
feeling ten years younger, but also looking it. Call XyZ office to schedule
your appointment. feeling ten years younger, but also looking it.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous your appointment.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
(456) 123-4567
skin, with minimal downtime. Fraxel reduces the appearance of the

(456) 123-4567
skin, with minimal downtime. Fraxel reduces the appearance of the
fine lines, sun spots and those dreaded wrinkles from around your
fine lines, sun spots and those dreaded wrinkles from around your
eyes. When life changes your skin, call us today to learn how Fraxel
www.webaddress.com eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it.
treatment can help your restore it.
www.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. 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.

Fraxel re:store™ Fraxel re:pair®

SkinEcologySystem

YOUR CELL PHONE ISN’T ALL THAT NEEDS RECHARGING

Take time for you. Rejuvenate our skin.

lIFe ChanGes yOur skIn. INTRODUCTORY OFFER lIFe ChanGes yOur skIn. INTRODUCTORY OFFER
FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your
turn back the clock with Fraxel re:store treatment. Fraxel treatment series turn back the clock with Fraxel re:store treatment. Fraxel treatment series

Regain your youthful appearance Regain your youthful appearance

with the revolutionary new Fraxel treatment. For Information, please contact: with the revolutionary new Fraxel treatment. For Information, please contact:
dr. sample, M.d.,F.a.C.s. dr. sample, M.d.,F.a.C.s.
Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX
teenage hormones made your skin break out, before your little one City, state XXXXX teenage hormones made your skin break out, before your little one City, state XXXXX
was even a glimmer on the horizon. Imagine waking up and not only was even a glimmer on the horizon. Imagine waking up and not only
Call XyZ office to schedule Call XyZ office to schedule
feeling ten years younger, but also looking it. feeling ten years younger, but also looking it.
your appointment. your appointment.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous
skin, with minimal downtime. Fraxel reduces the appearance of the
(456) 123-4567 (456) 123-4567
skin, with minimal downtime. Fraxel reduces the appearance of the
fine lines, sun spots and those dreaded wrinkles from around your fine lines, sun spots and those dreaded wrinkles from around your
eyes. When life changes your skin, call us today to learn how Fraxel eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it. www.webaddress.com treatment can help your restore it.
www.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 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. trademarks of Reliant Technologies, Inc.

Fraxel Skin Ecology System

Fraxel re:fine™

5.4
SECTION 5 – DESIGN SYSTEM
5..4.1 Collateral and Advertising - Consumer

Product Line Advertising

version 2

“NO ONE CAN TELL

I’ve spent a lifetime worshipping the sun.”

lIFe ChanGes yOur skIn. INTRODUCTORY OFFER lIFe ChanGes yOur skIn. INTRODUCTORY OFFER
FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your
turn back the clock with Fraxel re:store treatment. Fraxel treatment series turn back the clock with Fraxel re:store treatment. Fraxel treatment series

Regain your youthful appearance Regain your youthful appearance

with the revolutionary new Fraxel treatment. For Information, please contact: with the revolutionary new Fraxel treatment. For Information, please contact:
dr. sample, M.d.,F.a.C.s. dr. sample, M.d.,F.a.C.s.
Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX
teenage hormones made your skin break out, before your little one City, state XXXXX teenage hormones made your skin break out, before your little one City, state XXXXX
was even a glimmer on the horizon. Imagine waking up and not only was even a glimmer on the horizon. Imagine waking up and not only
Call XyZ office to schedule Call XyZ office to schedule
feeling ten years younger, but also looking it. feeling ten years younger, but also looking it.
your appointment. your appointment.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous

(456) 123-4567 (456) 123-4567

skin, with minimal downtime. Fraxel reduces the appearance of the skin, with minimal downtime. Fraxel reduces the appearance of the
fine lines, sun spots and those dreaded wrinkles from around your fine lines, sun spots and those dreaded wrinkles from around your
eyes. When life changes your skin, call us today to learn how Fraxel eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it.
www.webaddress.com treatment can help your restore it.
www.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 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. trademarks of Reliant Technologies, Inc.

Fraxel re:store ™
Fraxel re:pair®

skin ecology system

YOUR CELL PHONE ISN’T ALL THAT NEEDS RECHARGING

Take time for you. Rejuvenate our skin.

lIFe ChanGes yOur skIn. INTRODUCTORY OFFER lIFe ChanGes yOur skIn. INTRODUCTORY OFFER
FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your FRAXEL® TREATMENT RESTORES IT. save up to $XXX on your
turn back the clock with Fraxel re:store treatment. Fraxel treatment series turn back the clock with Fraxel re:store treatment. Fraxel treatment series

Regain your youthful appearance Regain your youthful appearance

with the revolutionary new Fraxel treatment. For Information, please contact: with the revolutionary new Fraxel treatment. For Information, please contact:
dr. sample, M.d.,F.a.C.s. dr. sample, M.d.,F.a.C.s.
Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX Imagine going back to a time before you worshipped the sun, before XXXX street name, ste. XXX
teenage hormones made your skin break out, before your little one City, state XXXXX teenage hormones made your skin break out, before your little one City, state XXXXX
was even a glimmer on the horizon. Imagine waking up and not only was even a glimmer on the horizon. Imagine waking up and not only
Call XyZ office to schedule Call XyZ office to schedule
feeling ten years younger, but also looking it. feeling ten years younger, but also looking it.
your appointment. your appointment.
Fraxel treatment is a safe, noninvasive way to reveal healthy, luminous 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 (456) 123-4567 skin, with minimal downtime. Fraxel reduces the appearance of the
fine lines, sun spots and those dreaded wrinkles from around your (456) 123-4567
eyes. When life changes your skin, call us today to learn how Fraxel
eyes. When life changes your skin, call us today to learn how Fraxel
treatment can help your restore it. www.webaddress.com www.webaddress.com
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 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. trademarks of Reliant Technologies, Inc.

Fraxel SkinEcologySystem
Fraxel re:fine™

5.4.1
 SECTION 5 – DESIGN SYSTEM Page 5.5 and 5.5.1 represent the front and words and demonstrates how key messages
5.5 Collateral and Advertising - Consumer back of a Fraxel brand corporate brochure. This in text can be highlighted to quickly convey
brochure successfully tells the Fraxel Brand an idea. This combined with the bubble photo
Fraxel Family of Products story through creative verbal messaging, key design creates a dialogue with the consumer.

Frutiger 65 Bold 27/40pt U/L case

Frutiger 55 Roman 7pt All Caps

Random size Bubbles graphic element
with solid color
Fraxel Skin Science
®

Frutiger 65 Bold 11/14pt All Caps

• Fraxel treatment is a safe, noninvasive procedure.
• See results after just one treatment.
• Reduce the appearance of< Dfine lines, sun spots and
“Something’s different about you.”
E TA I L S I N S I D E

those dreaded wrinkles around your eyes.

• Rejuvenate the skin around your neck, chest and
Fraxel Skin Science
®
hands, too.
• Ask your physician about Fraxel treatment or visit It could only be one thing ...
www.fraxel.com/newbeauty to learn more. • Fraxel treatment is a safe, noninvasive procedure. Fraxel treatment turns back the clock. Imagine going back to a time before you wor-
• See results after just one treatment. shipped the sun, before teenage hormones made your skin break out, before your lit-
• Reduce the appearance of fine lines, sun spots and tle one was even a glimmer on the horizon. Imagine waking up and not only feeling “Something’s different about you.”
those dreaded wrinkles around your eyes. 10 years younger, but also looking it. Now imagine your friend asking you why you
• Rejuvenate the skin around your neck, chest and look so radiant, and you honestly answer – it’s Fraxel treatment.
hands, too.
• Ask your physician about Fraxel treatment or visit
www.fraxel.com/newbeauty to learn more.
FRAXEL SKIN SCIENCE IS A COMPLETE SKINCARE SOLUTION
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
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 registered
age and sun spots
trademarks of Reliant Technologies, Inc. in the United States and other countries. (12/07)

To find a physician
acne scars in your area, visit
fraxel.com/newbeauty PMS8001 Frutiger 55 Roman and Bold
® ® or call 888-4FRAXEL. 13/24pt U/L case ®

© 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 registered
trademarks of Reliant Technologies, Inc. in the United States and other countries. (12/07)

Bubble graphic element with Frutiger 55 Roman 14/23pt and 65 Bold

cropped image 16/23pt U/L case

< D E TA I L S INSIDE

Fraxel Skin Science

®

• Fraxel treatment is a safe, noninvasive procedure.

• See results after just one treatment.
• Reduce the appearance of fine lines, sun spots and
“Something’s different about you.”
those dreaded wrinkles around your eyes.
• Rejuvenate the skin around your neck, chest and
hands, too.
• Ask your physician about Fraxel treatment or visit It could only be one thing ...
www.fraxel.com/newbeauty to learn more. Fraxel treatment turns back the clock. Imagine going back to a time before you wor-
FRAXEL SKIN SCIENCE IS A COMPLETE SKINCARE SOLUTION
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 .
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
wrinkles
and fine lines look so radiant, and you honestly answer – it’s Fraxel treatment.

age and sun spots

To find a physician
acne scars 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 registered
trademarks of Reliant Technologies, Inc. in the United States and other countries. (12/07)

Full page

5.5
 SECTION 5 – DESIGN SYSTEM “No one can
5.5.1 Collateral and Advertising - Consumer
guess my age.”
Fraxel Family of Products

To find a physician in your area, visit

fraxel.com/newbeauty or call 888-4FRAXEL.

Fraxel brand Frutiger 55 Roman 12/16pt and “No

approved 65 Bold 14/16pt U/L case gue
abstract image

To find a physician in your area, visit ®

FRAXEL SKIN SCIENCE IS A COMPLETE SKINCARE SOLUTION. fraxel.com/newbeauty or call 888-4FRAXEL.

“No one can

guess my age.”

“My husband told me

I look as beautiful as
the day he met me.”
FRAXEL SKIN SCIENCE IS A COMPLETE SKINCARE SOLUTION.

“The days of my skin flaws “My husband told me

are a distant memory.” I look as beautiful as

“The days of my skin flaws the day he met me.”

are a distant memory.”

“Between shuttling the kids to and from school and Fraxel re:store treatment
™
“I’m always juggling meetings and conference calls, so When years of sun exposure and “A facelift was not an option, because I felt that I really Fraxel re:pair treatment
™

soccer practice, I have a hectic schedule. So when I asked

is great for skin flaws that
aren’t due to the aging
I asked my dermatologist about skin-freshening options
the aging process begin
to take their toll, Fraxel re:store™
didn’t want to have surgery. The results have been over- “The days of my skin flaws
is geared toward women in
their 50s and 60s who are
my dermatologist what I could do for my acne scars, he = process, such as acne scars that would fit my schedule. She recommended Fraxel = treatment is the gold standard whelming; all my friends and family have asked what I’ve = are a distant memory.”
looking for a significant
recommended Fraxel re:store™ treatment. After a few ses- and discoloration caused by re:store™ treatment because I can get back to business for treating fine lines around the done to my face. They knew that I hadn’t been out of resurfacing procedure to
pregnancy-related hormone eyes, wrinkles, age spots and treat deeper wrinkles and
sions, I was thrilled with the results, and I was able to pick immediately after treatment.” commission for a very long period of time.”
fluctuations (melasma). poor texture. skin laxity.
the kids up right after each treatment.”
age 34 |Rose S., super mom, Los Angeles, CA Fraxel re:store! age 40 |Jamie S., VP in advertising, Livingston, NJ Fraxel re:store! age 63 |Sarah R., retired, Chicago, IL Fraxel re:pair!

“No one can tell I’ve spent

“A facelift was not an option, because I felt that I really
a lifetime worshipping the sun.” Fraxel re:pair treatment ™

is geared toward women in

didn’t want to have surgery. The results have been over-
“When I was a teenager, I would go to the beach and lie “Between shuttling the kids to and from school and
their 50s and 60s who are
Fraxel re:fine treatment pro-
™ Fraxel re:store treatment
™
“I’m always juggling meetings and conference calls, so When years of sun exposure and
vides safe, gentle resurfacing is great for skin flaws that the aging process begin

have asked what I’ve = looking for a significant

out as long as I could to get that golden tan. Since I’ve soccer practice, I have a hectic schedule. So when I asked I asked my dermatologist about skin-freshening options

whelming; all my friends and family

for women in their 20s and aren’t due to the aging to take their toll, Fraxel re:store™
=
had the Fraxel treatment, I don’t have any more brown = 30s. Prevent or address the my dermatologist what I could do for my acne scars, he process, such as acne scars that would fit my schedule. She recommended Fraxel = treatment is the gold standard
spots or wrinkles around my eyes.” first signs of aging such as fine recommended Fraxel re:store™ treatment. After a few ses- and discoloration caused by re:store™ treatment because I can get back to business for treating fine lines around the
“I’m always juggling meetings and conference calls, so When years of sun exposure and lines and mild pigment prob-
sions, I was thrilled with the results, and I was able to pick
pregnancy-related hormone “A facelift was not an option, because I felt that I really
immediately after treatment.”
eyes, wrinkles, age spots and Fraxel re:pair
done
I asked my to my face.
dermatologist They knewoptions
about skin-freshening that I hadn’t been out of
the aging process begin
Fraxel re:fine to take their toll, Fraxel re:store
resurfacing
age 35 |Trisha C., healthcare consultant, Miami, FL
procedure to
Fraxel re:store
lems—without downtime.

!
the kids up right after each treatment.”
age 34 |Rose S., super mom, Los Angeles, CA
fluctuations (melasma).

! didn’t want to have surgery.

| The results haveFraxel
beenre:store
over- age 40 Jamie S., VP in advertising, Livingston, NJ
poor texture.

!
is geared tow
treat deeper wrinkles and ™ their 50s and
commission
that would for She
fit my schedule. a very long period
recommended Fraxelof = time.”
treatment is the gold standard Frutiger font symbol 16/28pt whelming; all my friends and family have asked what I’ve
0.13” rounded corner = looking for a
skin laxity.
re:store™ treatment because I can get back to business for treating fine lines around the done to my face. They knew that I hadn’t been out of resurfacing p
Frutiger Light 11/16pt U/L case eyes, wrinkles, age spots and treat deeper
immediately after treatment.” commission for a very long period of time.”
Frutiger Roman and Bold 17/21pt U/L caseage 63 |Sarah R., retired, Chicago, IL
poor texture.
Fraxel re:pair! skin laxity.

age 40 |Jamie S., VP in advertising, Livingston, NJ Fraxel re:store! age 63 |Sarah R., retired, Chicago, IL Fraxel

To find a physician in your area, visit

FRAXEL SKIN SCIENCE IS A COMPLETE SKINCARE SOLUTION. fraxel.com/newbeauty or call 888-4FRAXEL.

“No one can

guess my age.”

“My husband told me

I look as beautiful as
the day he met me.”

“The days of my skin flaws

are a distant memory.”

“No one can tell I’ve spent

a lifetime worshipping the sun.”

“When I was a teenager, I would go to the beach and lie Fraxel re:fine treatment pro-
vides safe, gentle resurfacing
out as long as I could to get that golden tan. Since I’ve
for women in their 20s and
had the Fraxel treatment, I don’t have any more brown = 30s. Prevent or address the
spots or wrinkles around my eyes.” first signs of aging such as fine
lines and mild pigment prob-
lems—without downtime.
age 35 |Trisha C., healthcare consultant, Miami, FL Fraxel re:fine!
“Between shuttling the kids to and from school and Fraxel re:store treatment
is great for skin flaws that
soccer practice, I have a hectic schedule. So when I asked
aren’t due to the aging
my dermatologist what I could do for my acne scars, he = process, such as acne scars
recommended Fraxel re:store treatment. After a few ses- and discoloration caused by
pregnancy-related hormone
sions, I was thrilled with the results, and I was able to pick
fluctuations (melasma).
the kids up right after each treatment.”
age 34 |Rose S., super mom, Los Angeles, CA Fraxel re:store!
“I’m always juggling meetings and conference calls, so When years of sun exposure and “A facelift was not an option, because I felt that I really Fraxel re:pair treatment
the aging process begin is geared toward women in
I asked my dermatologist about skin-freshening options didn’t want to have surgery. The results have been over-
to take their toll, Fraxel re:store their 50s and 60s who are
that would fit my schedule. She recommended Fraxel = treatment is the gold standard whelming; all my friends and family have asked what I’ve = looking for a significant
re:store treatment because I can get back to business for treating fine lines around the done to my face. They knew that I hadn’t been out of resurfacing procedure to
eyes, wrinkles, age spots and treat deeper wrinkles and
immediately after treatment.” commission for a very long period of time.”
poor texture. skin laxity.
age 40 |Jamie S., VP in advertising, Livingston, NJ Fraxel re:store! age 63 |Sarah R., retired, Chicago, IL Fraxel re:pair!

Full page

5.5.1
 SECTION 5 – DESIGN SYSTEM All Fraxel® brand collateral and advertising press sources. To help in distinguish products,
5.6 Collateral and Advertising - B2B targeted to business audience groups, i.e., each product has been designated a unique
Physicians and Clinicians, are designed and color. The Product Line Key Color Palette can
Product Collateral written differently from consumer material be found on page 4.2. Product line color usage
to better present Fraxel products to this is subtle, highlighting a color bar, block or
audience. Copy points are concise and much head or subhead text color. The product line
of the text is bulleted or used as call-outs descriptor is always treated to conform with
to scientific illustrations, before and after the guidelines found on page 2.6.
photography or testimonials from doctors or

FRAXEL® LASER Practice Builder FRAXEL® LASER Practice Builder

Fraxel re:store™ laser

Bringing Advanced Intelligence to the Skin

Available Marketing Materials

The Fraxel re:store™ laser comes from the vision of Reliant
WELCOME
Technologies, an industry-leading team of prominent laser
scientists, clinicians and biomedical engineers. The Fraxel re:store™ TO THE FRAXEL® LASER PRACTICE BUILDER
laser combines proprietary advancements in optical technology
with medical software offering physicians a treatment option that
CONSIDER YOUR MEDIA, ACTIVATE YOUR MESSAGE
penetrates up to 1.4 mm, delivering consistent dosage control
and optimizing lesion depths with variable spot size determined by Fraxel® Laser Practice Builder materials are designed to be flexible to fit
indication. This leap in technology provides patients a best-in-class, a variety of media, so you can tailor your marketing approach to the
safe and effective, noninvasive treatment option for skin conditions
business needs of your practice.
ranging from mild sun damage to severe acne scarring.

Scanning: DIRECT MARKETING

Great as a patient reminder, cross-selling tool or as
• Patented control system assures a uniform treatment outreach to potential patients. Premium feel, direct
• By utilizing a microscopic single beam delivery system, the Fraxel message and lasting in-home impact.

lasers are able to offer precise laser treatment

NEWSPAPER ADVERTISING
• The Fraxel re:store™ laser’s Intelligent Optical Tracking® System
(IOTS) adjusts for hand speed, features software that determines
Perfect for reaching a new potential patient audience
with immediate, appointment-driving promotions or Fraxel re:pair™ LASER
specials. Quick to implement and time-sensitive for
ideal spot density quick, measurable results. R E L I A N T T E C H N O L O G I E S , I NC.
• The result is a fast, safe, controlled and predictable treatment Defining a new standard for aesthetic
LOCAL AND REGIONAL MAGAZINE ADVERTISING laser skin treatment
“In Spot
Optimized my 20Size
years of using lasers, I have not seen an ablative technology safely capable of Deliver the Fraxel® laser message in a lifestyle context
that reaches patients when they are truly focused on
targeting all of the elements of severe photodamage on and off the face, including the
• The Fraxel re:store™ laser features a patent-pending automatic themselves and immersed in their favorite read. Rich,
delicate neck and chest regions. It is now possible with the Fraxel re:pair system.”
telescopic spot size adjustment system that optimizes the variable full-color imagery in just the right media environment.

and micro spot size for each energy setting A. Jay Burns, MD
WEB ADVERTISING
• This results in less heat being unnecessarily spread to the Strategic placement on local and regional search and
surrounding tissue, minimizing patient discomfort, yet able to directory sites ensures your practice is the go-to answer
patients need when seeking treatment information.
penetrate to 1.4 mm
Clickable, direct-to-practice messaging delivering
answers to the questions patients are seeking online.
FMDA™ Features: FDDA™ SAFE AND EFFECTIVE
Professional. Effective. Customized.
• Advanced Fractional Scanning Technology During treatment, the Fraxel re:pair laser’s microscopic Reliant Technologies, Inc Market your practice. Build your Fraxel® laser business
including depth spot delivery creates small columns of skin that are
464 Ellis Street
• Variable spot size specific to treatment,
Tissue Shrinkage Mountain View, CA 94043
888-4FRAXEL (437-2935)
ablated up to a depth of 1.6 mm. Up to 6 grams of www.fraxel.com
• Precise dosimetry for patient comfort and targeted indications
tissue is removed in an average treatment – more 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)
• Enhanced speed of laser treatment delivery
than 85 percent of which is dermal. This precise tissue
• FDA-cleared and CE-marked for noninvasive treatment for skin
targeting and deliberate tissue sparing dramatically
conditions ranging from mild sun damage to severe acne reduce scarring healing time and post-operative wound care.
• Higher energy levels
FAST AND UNIFORM TREATMENT
Fraxel Product Line Key
The Fraxel re:pair laser uses a patent pending Advance Color Palette is used to define
Delivery System that enables you to treat 4 times faster
and in more uniform manner than any other fractional
products in the Fraxel line.
ablative resurfacing device on the market.
Color highlights should be
mm
0.0

0.1
DRaMATIC RESULTS subtle using a color bar, color
0.2

0.3
After treatment, 90 percent of subjects treated for
photodamage and laxity experienced moderate to
block or rule line.
0.4 significant improvement in the indices of photoaging.
0.5 In addition, no cases of delayed onset hypopigmentation
0.6 have been seen with up to 24 months of follow up.
0.7
A significant reduction in the duration and severity of
0.8
post-treatment downtime was observed with respect
0.9 Increased Pulse Energy
to conventional CO2 laser treatments, even for treatment
1.0
of delicate tissue areas on and off the face. Epidermal
This composite of micro-lesions produced at various
pulse energies shows a near-linear increase in ablation re-epithelialization occurs in as little as 48 hours and
and lesion depths as a function of increasing pulse regular activity can resume in as few as 5 days.
energy, as well as consistency of the coagulation zone.
Skin specimens (on right) were paraffin embedded and
stained with H&E.

“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

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,

5.6
 SECTION 5 – DESIGN SYSTEM
5.6.1 Collateral and Advertising - B2B

Product Collateral

INDIVIDUAL PRODUCTS IN-OFFICE PRODUCTS

How Supplied
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
deep hydration mask
post treatment

antioxidant
Daily Moisturizer with SPF 30 – 2.5 FL OZ (75 mL) serum
HFA complex

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, Fraxel Product Line Key
FRAXEL ®
SKIN ECOLOGY SYSTEM
Tetrahexyldecyl Ascorbate, Sodium Hyaluronate, Panthenol, Sambucus Nigra (Elderberry)
Fruit Extract, Trifolium Pratense (Clover) Flower Extract, Dipotassium Glycyrrihizate, Butylene
Deep Hydration Masks
Packaged in boxesColor Palette
of ten masks for THE
is used ONLY SKINCARE
Antioxidant Infusion
toSerum
define
Unidoses (2 mL) SYSTEM SPECIFICALLY DEVELOPED THE CONTINUUM OF CARE BEGINS WHEN
Glycol, Acrylates/C10-30 Alkyl Acrylate Crosspolymer, Aminomethyl Propanol, Caprylyl Glycol,
professional use (not for resale) FOR
Available in boxes of FRAXEL ®
LASER
50 individual plastic TREATMENT THE PROCEDURE ENDS
products inIn developingthe Fraxel line.unidose bottles
Chlorphenesin, Phenoxyethanol

the Fraxel Skin Ecology System, Reliant Technologies had a clear-cut advantage. We tapped In-office use of the Fraxel Skin Ecology System provides a seamless transition to an effective, structured The Fraxel Skin Eco

Color highlights should be

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:
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
with comforting re
optimal products fo
Foaming Cleanser – 3.3 FL OZ (100 mL)
The Fraxel Skin Ecology Foaming Cleanser was developed to minimize skin irritation through
subtle usings aMoisturize, colorsoothebar,andcolor
protect the skin throughout the treatment cycle
Fraxel laser treatments. structured patient r
care in between Fra
s Be safe and simple to use From the patients’ perspective, since a skincare regimen is important and valuable, they expect their clinician
incredible aesthetics and its soft texture. Key ingredients include: Water (Aqua), Sodium
block or rules Use line. not just to recommend it, but to use it in conjunction with their treatment. Using the specially created In-Office
maintenance there

GUIDE
Laurylglucosides Hydroxypropyl Sulfonate, Disodium Cocoamphodipropionate, Glyceryl Monolaurate, natural ingredients and avoid potentially sensitizing fragrances
Stearyldimoniumhydroxypropyl Lauryl Glucosides Chloride, Cocamidopropyl PG-dimonium Chloride Products immediately after treatment allows each patient to experience, first-hand, the benefits of the Fraxel
s Comprise a comprehensive regimen that begins the moment treatment ends
Phosphate, PEG-120 Methyl Glucose Dioleate, Cocamidopropyl Betaine, Sodium Hyaluronate, Skin Ecology System.
Trifolium Pratense (Clover) Flower Extract, Camellia Oleifera (Green Tea) Leaf Extract, Sambucus Our physicians wanted a system they could turn to with confidence, one developed and tested by leading
Nigra (Elderberry) Fruit Extract, Tetrahexyldecyl Ascorbate, Tocopheryl Acetate, Polysorbate 20, dermatologists with Fraxel laser experience. In short, an effective and unique skincare program to complement
Disteareth-75 IPDI, Phenoxyethanol, Caprylyl Glycol, Chlorphenesin
Fraxel Laser Treatment. All Fraxel Skin Ecology products are dermatologist tested, hypoallergenic, soap free and
fragrance free. Deep Hydration
Apply along with A
Deep Hydration Mask (Post Treatment) Foaming Cleanser ™ SPF Moisturizer Packets (2 mL) Infusion Serum for
3.3 FL OZ (100 mL) The HFA ComplexAvailable in boxes of morning and evenin
Hydrogels and foams have long been employed in wound care to moisten and protect healing skin.
Packaged as individual bottles 50skin
individual packets first 48 hours post
The Deep Hydration Mask utilizes unique technology to provide evaporative cooling and to hydrate As a fundamentally sound care system, the Fraxel Skin Ecology System includes efficacious natural ingredients

PHYSICIAN
(Also sold as a separate
the skin. The outer layer is open cell foam. The hydrogel is in contact with the skin. and avoids unnecessary chemicals and superfluous ingredients. The HFA Complex is contained in all products,
excluding the masks and includes:

THE FRAXEL SKIN ECOLOGY SOLUTION

s Hyaluronic Acid (HA): A connective tissue derivative that hydrates the skin through its water
retention properties
The benefits of Fraxel laser treatment do not have to end when patients leave your
Green Tea Infusion Mask (Maintenance)
office. Now physicians can offer their patients a complete
s Flavonoids: solution
Natural plant to extend
ingredients that the
neutralize damaging free radicals. For example, Elderberry
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. positive effects of Fraxel laser treatment through
contains a line
high of unique
levels skin care products
of anthocyanidins (cyanidins) and flavonols (quercetin)
The green tea leaf is suspended within the hydrogel. developed exclusively for Fraxel physicians. This custom-formulated line of skin care
s Ascorbic Acid: Vitamin C protects cells from oxidative damage
products complements light-based treatments and allows patients to continue the
positive rejuvenation of their skin between treatments.
A Skincare System as Unique as the Fraxel Laser
Hydrating Night Cream – 1.5 FL OZ (42 g) (Maintenance) “It’s not just ingredients that are important; it’s how they are delivered to the skin. To hold together the oil and
This unique formula delivers optimum hydration to the skin. Key ingredients include: Water (Aqua), water phases of emulsions, most topical preparations utilize potentially irritating ingredients.
Olea Europaea (Olive) Fruit Oil, Glycereth-6 Tricocoate, Sorbeth-2 Hexaoleate, Butyrospermum Reliant Techologies, Inc The Deep Hydration Mask is designed to fit a range of facial sizes and shapes.
Parkii (Shea Butter), Glycerin, Glyceryl Stearate, PEG-100 Stearate, Polyacrylamide, Lauryl PEG-8 464 Ellis Street s Non-irritating Delivery System: The HFA Complex
Mountain View, CA 94043
Dimethicone, Panthenol, Tocopheryl Acetate, Retinyl Palmitate, Tetrahexyldecyl Ascorbate, Fraxel L A S E (437-2935)
r e : s t o r e888-4FRAXEL
™
R products utilize a proprietary delivery system combining
EFA
Sodium Hyaluronate, Sambucus Nigra (Elderberry) Fruit Extract, Trifolium Pratense (Clover) Flower sorbitol, polar molecules and essential fatty acids (EFA). The
PN 10-03599 Rev 5 ©2007-2008 Reliant Technologies, Inc. All rights reserved. Fraxel, the Fraxel dots logo and HFA Complex are IN-OFFICE POST-TREATMENT PROTOCOL:
Extract, Camellia Sinensis (Green Tea) Leaf Extract, Butylene Glycol, C13-14 Isoparaffin, Laureth-7, trademarks or registered trademarks of Reliant Technologies, Inc. in the United States and other countries. resulting
00492 (02/08) formulations deliver antioxidants to the surface of
Phenoxyethanol, Caprylyl Glycol, Chlorphenesin POLAR ACTIVE Immediately after treatment and removal of any residual topically-applied ointment,
ZONE the skin while minimizing the potential for irritation.
EFA EFA proceed as follows:
s Deep Hydration and Green Tea Infusion Masks: 1. Instruct the patient to cleanse skin with the Fraxel foaming cleanser and water.
Specially designed to complement Fraxel laser treatment,
these full-face masks are made of medical grade open cell 2. Apply the 2 mL unidose of Antioxidant Infusion Serum to the patient’s face.
SORBITOL ASCORBIC
HA ACID foam coupled with a polyurethane hydrogel. They provide 3. Position the Deep Hydration Mask on the patient’s face after peeling off the
evaporative cooling and deep hydration post-treatment protective plastic. Place the moist side against the face. The mask should remain
as well as deliver antioxidants to the skin for maintenance in place for 15 minutes. An ice pack can be applied over the mask for
between treatments. additional cooling.
FLAVONOIDS
EFA EFA 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 Foaming Cleanse
This HFA Complex
in-office sales to the patient. (See next page.)
soap free cleanse
6. Advise patient to follow package insert instructions. should be used a
necessary.

Reliant Technologies:
Pioneering Fractional Resurfacing
Fraxel re:store LASER ™
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:

s #REATEAHIGHLYEFFECTIVESAFEANDPREDICTABLESKINRESURFACINGTREATMENT
with minimal downtime.

s %LIMINATECRUDESTAMPINGANDGUESSWORKBYDELIVERINGPRECISEMICROSCOPIC
lesions through intelligent scanning and dosage control.

Their effort culminated in the release of the Fraxel laser in 2004, which defined a
new standard for aesthetic laser treatment.

s /VERPHYSICIANSWORLDWIDEAPPRECIATETHECONSISTENT Fraxel approved abstract images

reproducible clinical results for multiple indications.
s %XCELLENTPATIENTSATISFACTIONFROMOVERPROCEDURES can be used as highlights, or as
s -ORETHANPEERREVIEWEDPAPERSATTESTTOEFlCACY
in this case, to define “negative”
cover space.
Reliant Technologies at a Glance
s (EADQUARTEREDIN-OUNTAIN6IEW#!
s /NSITEBIOMEDICALENGINEERINGTEAM
ANDONSITE&RAXEL#LINICWITHCONSULTING
physicians and on-staff RNs
s !MONGTHELARGEST2$TEAMSIN
the industry
s 0RODUCTSMANUFACTUREDINTHE5NITED
States with worldwide distribution
s %XCLUSIVELICENSEFORFRACTIONAL
resurfacing treatments
s -ORETHAN53PATENTSINCLUDING
TWOTHATDESCRIBELASERSKINTREATMENT
WITHWAVELENGTHSFROMNM
THROUGHNM
s 4HE&RAXEL® laser brand is a registered
2ELIANTTRADEMARKAROUNDTHEWORLD

The Fraxel re:store™ Laser – Nothing Compares

two

5.6.1
SECTION 5 – DESIGN SYSTEM
5.7 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.

Bickham Script Pro 31/32pt U/L case

Fraxel approved abstract image

Frutiger 57 Cond
11/16pt U/L case

Frutiger 65 Bold
20/24pt all caps

Fraxel Brand Logo

Bickham Script Pro 26pt U/L case

5.7
SECTION 5 – DESIGN SYSTEM This second example of an invitation also uses a company other than Fraxel, arrange it on
5.8 Collateral and Advertising the approved invitation script font (see previous the page far enough from away from the
page) and introduces the use of a partner Fraxel logo as to not be confused as a Fraxel
Invitation 2 Brand Logo (usually the host location for the product. No more than one partner logo will be
event). When placing a logo representing permitted per application.

Bickham Script Pro 31/32pt U/L case

(see previous page for usage)

THE ART OF LIVING WELL.

THE SCIENCE OF AGING BEAUTIFULLY.
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.
SK sanctuary
6919 La Jolla Boulevard Postage Thursday, June 12, 2008
La Jolla, CA 92037 Stamp Here
6:00 pm – 8:00 pm
SK Sanctuary
6919 La Jolla Boulevard
La Jolla, CA 92037
RSVP to Roxann Rich: 858.459.2400 or rrich@sk-sanctuary.com
PLEASE JOIN US All attendees will receive special discounts on all featured procedures and products.
FOR AN EXCLUSIVE You will have the chance to learn more about the Science of Fraxel,
EVENING OF BEAUTY ask questions and meet others just like you who are interested in
this safe, non-invasive treatment.
Please join us. space is limited, so call today.
858.459.2400
PN 15-04495-LS01 Rev 1 © 2008 ReliantTechnologies, 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)

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 SYSTEM
5.9 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