Rodan and Fields Regimen Revolution is here 2020

Updated: Oct 19

This article is here to provide you with everything you need to know about the Latest Rodan and Fields Regimen Revolution and key stats on the REDEFINE opportunity. It includes the exciting and latest essential product education, including what makes new Rodan and Fields REDEFINE Skincare program unique and different.

Rodan and Fields Redefine Regimen

Technology. Ingredients. Innovation. Regimens are the core of our Rodan and Fields heritage. The skincare world is transforming. Technology is advancing. And consumers are rapidly evolving.


That’s why after10+ years of success and business transformation, it’s time to reinvent ourselves to maintain our leadership in dermatology-inspired skincare so we can continue to deliver on our promise: we give everyone the best skin of their lives.


Why is the Rodan and Fields Regimen Revolution important?


REGIMEN REVOLUTION is HERE!...and it’s better, faster, more.

Next-level Multi-Med Therapy: Improved efficacy + faster results via advanced, new technologies [Multi-Step Science in AU].


Better, Faster, More: Broader appeal, addressing known pain points + more choices to meet diverse skin needs and reach more customers.


New Textures + Packaging: Modernized + sophisticated aesthetics for an enhanced, more premium experience.


Rodan and Fields Redefine Regimen Revolution

Why is the Rodan and Fields Regimen Revolution important?


Technology. Ingredients and Innovation - This unique skincare brand is known for its core recipe, which is its Regimens/Programs. The skincare world is quickly transforming.


With Technology advancing, the skincare world is transforming. Consumers are rapidly evolving.


So now, after ten years of fantastic success and business transformation, it is time to reinvent ourselves to maintain our leadership in the dermatology-inspired skincare category.


Rodan and Fields want to continue to deliver on our promise, and that is to provide everyone with the best skin of their lives.


WHAT’S INSIDE - PRODUCT EDUCATION BETTER, FASTER, MORE. RESULTS & MORE BENEFITS


U.S. CUSTOMIZATION REDEFINE OPPORTUNITY

Rodan and Fields Redefine Regimen Revolution

More choices. More satisfaction. More Customers. REDEFINE can now be customized into eight unique regimen combinations.


Any combination of these skincare products will provide you with the identical fantastic results.


Rodan and Fields research indicated that Customers desire more formula choices to suit their skin needs.


With Anti-ageing is the largest category in the skincare market + REDEFINE our #1 PC enrollment driver.


So at Rodan and Fields developed our new and unique options to address the diverse base seeking anti-ageing solutions. The new cleanser + moisturizer choices will now appeal to a more vast audience and keep us competitive with the “Current Customization Trends” in beauty, allowing consumers to build a Regimen for their preference.

CANADA + AUSTRALIA

Regimen set includes the new + improved Daily Clay Cleanser, Pore RefiningToner, Triple Defense Cream Broad Spectrum SPF 30 (SPF 15 in AU) and Overnight Restorative Cream.


***The Alternative Cleanser + Moisturizers sold individually.

LATEST NEWS IN R+F REDEFINE PACKAGING - MORE SUSTAINABLE


More sustainable. More future-focused. Our new packaging features a sleek, modern look and more sophisticated colour palette to complement the advanced technologies and formulas. The new design components offer an easy-to-use, premium experience.


Plus, weʼve advanced our companyʼs ESG efforts as part of our guiding principle: Tubes now made from approximately 25% post-consumer recycled content.


Jars + toner bottles now made from generally recognized curbside recyclable materials (PETG & PP). Weʼve removed our Regimen boxes to reduce paper packaging (cartons and tissue) by 24%.


Our paperboard cartons and shippers now made from certified sustainable forests (SFI/SFC).


PRODUCT EDUCATION - RODAN AND FIELDS REGIMEN REVOLUTION


Now 3 x better, 2 x faster on visible wrinkles + more benefits.


New and improved Rodan and Fields REDEFINE Regimen now targets all visible signs of ageing 24/7 for better results, faster results and more results than ever before.


Powered up with fresh, potent ingredients, it works 3x better, 2xfaster on visible wrinkles plus now visibly lifts, sculpts + firms to help restore + define your natural facial contours. It also addresses the appearance of fine lines, deep wrinkles, pores, uneven texture + loss of firmness.


RODAN AND FIELDS POTENT INGREDIENTS


Now addresses your skinʼs needs with a choice of cleanser +AM/PM moisturizers. You get the same great results with any combination!


AM | Peptide Technology + Botanical Extracts Minimize the look of fine lines, deep wrinkles + help visibly firm.


PM | Exclusive Peptide Technology + Retinoid Science Improve the look of lines + wrinkles plus visibly lift, sculpt +restore youthful-looking contours.


MULTI - MED THERAPY (MULTI-STEP SCIENCE AU)


This next-level system uses the precise ingredients, working together in the correct formulas, layered on the skin in the proper order +now customized to your skinʼs needs to perform at the optimal time of day for better than ever results.


FOR A BETTER, FASTER, MORE radiant-looking skin.

RODAN AND FIELDS REDEFINE PRODUCT SPOTLIGHT


1. STEP ONE REFINE | Cleanser Options


DAILY CLAY CLEANSER*



Our 2-in-1 cleanser + mask with Kaolin Clay reaches deep down into pores to remove excess dirt, oil and makeup while physical exfoliators help soften and smooth texture. Suitable for all skin types, best for combination to oily skin


HOW THE DAILY CLAY CLEANSER WORKS


Kaolin Clay gently exfoliates + purifies for a softer, more even-looking skin texture. Natural Amino Acid (Ectoin) + Sugar Derivatives(Glyceryl Glucoside) help reduces the look of lines +wrinkles and boosts visible firmness.


WHY YOU NEED THE DAILY CLAY CLEANSER


It can be used as a mask by leaving it on for 2minutes before removing. With longer contact time on the skin, Kaolin Clay draws out even more impurities—from natural oils to makeup—trapped deep in the pores. Cleaner pores look smaller and less noticeable.

HOW TO USE THE DAILY CLAY CLEANSER


Twice daily in the AM + PM, avoiding eye area.


As a cleanser: Wet skin, gently massage evenly over face. Rinse well and pat dry.

As a mask: Apply to dry skin. Allow the product to dry for 2 minutes. Rinse well and pat dry.


Option 2 - R+F DAILY FOAMING CLEANSER


Our creamy, foaming cleanser leaves skin feeling soft + supple as it removes daily impurities, dirt, oil and makeup. AHAs gently exfoliate for a smoother, more even appearance of your skin tone + texture. Suitable for all skin types, best for normal to dry skin.


HOW THE R+F DAILY FOAMING CLEANSER WORKS


Alpha Hydroxy Acids gently exfoliate skinʼs surface for more even-looking skin tone + texture during the day. Natural Amino Acid (Ectoin) + Sugar Derivatives(Glyceryl Glucoside) help reduces the look of lines +wrinkles and boosts visible firmness.

WHY YOU NEED THE R+F DAILY FOAMING CLEANSER


If you prefer an excellent lather as you remove daily impurities—from workout sweat to tinted moisturizer. Twice daily in the AM + PM, avoiding the eye area.


HOW TO USE THE R+F DAILY FOAMING CLEANSER


Twice daily in the AM + PM, avoiding eye area.

Wet skin, gently massages over the face evenly. Rinse well and pat dry.


2. STEP TWO MINIMIZE - R+F REDEFINE PORE REFINING TONER


Our skin-softening toner exfoliates and invigorates. Fruit Acids + Vitamin B3 enhance natural cell turnover for a more even-looking skin tone while natural minerals help visibly minimize + tighten pores.


This Pore Refining Toner is suitable for all skin types.


HOW THE R+F REDEFINE PORE REFINING TONER WORKS


Fruit Acids help enhance natural cell turnover for smoother skin texture.


Niacinamide evens the appearance of skin tone for a youthful glow. Deep-


Sea Water, found in Noirmoutier Island(off the Atlantic coast of France), is rich in natural minerals and helps visibly minimize the look of pores.


WHY YOU NEED THIS PORE REFINING TONER


This excellent pore toner contains fruit extracts that contain AHAs (optimal levels to be effective without being harsh). AHAs help enhance natural cell turnover, unclog pores +exfoliate for smoother-looking skin + visibly improved texture.


HOW TO USE THIS PORE REFINING TONER


You are using this toner in your daily skincare routine twice daily in the AM + PM, avoiding eye area.

After cleansing, use a gauze pad to apply over face + neck. Do not rinse. Allow the product to dry.


RODAN AND FIELDS REDEFINE PRODUCT SPOTLIGHT


3. STEP THREE PROTECT | Daytime moisturizer options


Option 1 - TRIPLE DEFENSE CREAM BROAD SPECTRUM SPF 30(SPF 15 AU)*


Our medium-weight daily moisturizer formulated with Peptide Technology + BotanicalExtracts. It visibly improves firmness, fine lines +deep wrinkles plus offers UV protection. Suitable for all skin types, best for normal to dry skin.


HOW THE R+F REDEFINE TRIPLE DEFENSE CREAM WORKS


  • Peptide Technology: visibly reduces fine lines, deep wrinkles + helps firm.

  • Grape Extract: helps minimize the appearance of fine lines, deep wrinkles.

  • Beet Extract: provides instant + overtime moisturization to plump skin and visibly smooth fine lines + wrinkle.


WHY YOU NEED THE R+F REDEFINED TRIPLE DEFENSE CREAM


This daily face moisturizing cream with SPF allows you to get the benefits of both in a single anti-ageing product. It improves the appearance of fine lines + deep wrinkles and protects against harmful UVA and UVB rays. Youʼll love this if you prefer a creamier and decadent cream to provide more significant moisture, especially if you live in a dry climate.


HOW TO USE THE TRIPLE DEFENSE CREAM


Once-daily in the AM, avoiding eye area.

Apply liberally and evenly over face + neck.


Option 2 - TRIPLE DEFENSE LOTION BROAD SPECTRUM SPF 30(SPF 15 AU)


Our lightweight moisturizing lotion formulated with Peptide Technology + Botanical Extracts. It revitalizes skin, visibly improves firmness, fine lines + deep wrinkles plus offers UV protection.


Suitable for all skin types, best for combination to oily skin


HOW THE TRIPLE DEFENSE LOTION BROAD SPECTRUM SPF+++ WORKS


  • Peptide Technology: visibly reduces fine lines, deep wrinkles + helps firm. Grape Extract: helps minimize the appearance of fine lines, deep wrinkles

  • Beet Extract: provides instant + overtime moisturization to plump skin and visibly smooth fine lines + wrinkles


WHY YOU NEED THE TRIPLE DEFENSE LOTION BROAD SPECTRUM


This daily face moisturizing lotion with SPF allows you to get the benefits of both in a single anti-ageing product. It improves the appearance of fine lines + deep wrinkles and protects against harmful UVA and UVB rays. Youʼll love it if you prefer a lightweight lotion, especially if you live in a humid climate.


HOW TO USE THE TRIPLE DEFENSE LOTION BROAD SPECTRUM


Once-daily in the AM, avoiding eye area.

Apply liberally and evenly over face + neck


4. STEP THREE MOISTURIZE | Nighttime moisturizer options.


Option 1 - R+F REDEFINE OVERNIGHT RESTORATIVE CREAM


Our rich cream with Exclusive PeptideTechnology + Retinoid Science featuringBakuchiol reduces the look of fine lines +deep wrinkles. Plus, visibly lifts, sculpts +firms to define your natural facial contours for younger-looking skin.


Suitable for all skin types, best for normal to dry skin.


HOW THE R+F REDEFINE OVERNIGHT RESTORATIVE CREAM WORKS


  • Retinoid Science: Bakuchiol (a natural alternative to Retinol) + Glycolic Acid addresses the look of fine lines, deep wrinkles, sculpts, defines +smooths skin.

  • Exclusive Peptide Technology: helps sculpt + lift to reduce fine lines + deep wrinkles visibly.

  • Niacinamide (Vitamin B3): evens the appearance of skin tone for a youthful glow


WHY YOU NEED THE R+F REDEFINE OVERNIGHT RESTORATIVE CREAM


This anti-ageing, moisturizing cream replenishes skin with vital nutrients, so you wake to younger-looking skin with less visible fine lines +wrinkles in the morning. You’ll love this if you prefer a richer cream to provide more significant moisture, especially if you live in a dry climate.


HOW TO USE THE R+F REDEFINE OVERNIGHT RESTORATIVE CREAM


Once-daily in the PM, avoiding eye area.

Apply liberally and evenly over face + neck.


Option 2 - THE R+F OVERNIGHT REPARATIVE LOTION


Our potent nighttime lotion balances moisture levels with Exclusive Peptide Technology +Retinoid Science featuring Retinal MD to improve the appearance of fine lines + deep wrinkles. Plus, visibly lifts, sculpts + firms to define your natural facial contours for younger-looking skin.


Suitable for all skin types, best for combination to oily skin.


HOW THE R+F OVERNIGHT REPARATIVE LOTION WORKS

  • Retinoid Science: Retinal MD addresses the look of fine lines, deep wrinkles, sculpts, defines +smooths skin.

  • Exclusive Peptide Technology: helps sculpt + lift to reduce fine lines + deep wrinkles visibly.

  • Niacinamide (Vitamin B3): evens the appearance of skin tone for a youthful glow.


WHY YOU NEED THE R+F OVERNIGHT REPARATIVE LOTION.


This anti-ageing Retinal encapsulated in calcium microspheres, which slowly release over time after application to be less irritating to the skin + more potent than Retinol, so you wake to younger-looking skin with less visible fine lines + wrinkles in the morning.


You’ll love this if you prefer a lightweight lotion to revitalize the skinʼs surface, especially if you live in a humid climate.


HOW TO USE THE R+F OVERNIGHT REPARATIVE LOTION.


Once-daily in the PM, avoiding eye area.

Apply liberally and evenly over face + neck.


RODAN AND FIELDS REDEFINE PRODUCT SPOTLIGHT


5. R+F MULTI-FUNCTION EYE CREAM


Our moisturizing eye cream with Vitamin C + F, Grape + Daisy Botanical Extracts, and Antioxidantsreduces the appearance of fine lines, wrinkles, crow’s feet + sagging on your under-eye + upper eyelid. Plus, visibly lifts + sculpts from every angle to define your natural contours.


HOW R+F MULTI-FUNCTION EYE CREAM WORKS



WHY YOU NEED THE R+F MULTI-FUNCTION EYE CREAM


As you age, skin becomes thinner + more delicate under the eye resulting in under-eye bags. Our Eye Cream truly lives up to its name with benefits for all significant signs of ageing around your eyes.


HOW TO USE THE R+F MULTI-FUNCTION EYE CREAM


Twice daily in the AM + PM.

Pat onto the entire eye area including brow bone, avoiding eyelids + lashes.

Allow drying before applying makeup.


MORE RESULTS! MORE CHOICES


What this means for you:

Anti-ageing is the largest skincare category with the broadest appeal.


Everyone ages! From fine lines + wrinkles to lifting, sculpting, firming and deep wrinkles over a broad age group of Customers. No, one is immune to sun damage. All skin needs to be protected from environmental aggressors, pollution, smoke and stress.


Better, Faster, More now sets you up for success. In a world brimming with diversity and unique skin needs, meeting these needs requires uniquely designed products with formulations and aesthetics that suit the individual.


RODAN AND FIELDS SOLUTION TOOL CHANGES + TOOLS UPDATES


The R+F Solution Tool recommends the most beneficial products to address your customers’ specific needs.


Customers can take the quiz and based on their answers, get personalized skincare recommendations based on input compiled by the doctors.


The Solution Tool is often a new Customer’s first glimpse into the R+Fbrand. It provides a similar experience to an office visit with Dr Katie Rodan or Dr Kathy Fields in terms of advice + recommendations. With newly customizable options for REDEFINE, even more, consumers will be able to enjoy a Regimen that is uniquely suited to their skin’s needs.


What’s changing with the Solution Tool? For the U.S.


New Texture Question to address form choice in the quiz


To Deliver recommendations that include customization + link to e-commerce basket. In the U.S. users will be recommended the new and improved REDEFINE Regimen with form choices based on their preference and skin type.


In Australia and Canada, users will be recommended the new and improved REDEFINE Regimen that includes: the Daily Clay Cleanser, Pore Refining Toner, Triple Defense Broad Spectrum SPF Cream, and Overnight Restorative Cream.


Why should Customers use the Solution Tool?


The Solution Tool provides Customers with a customized R+F skincare routine based on their skin needs or concerns.


Our clinical studies and real testimonials show the visible improvement Customers could expect to see within 60 days.


What does the Solution Tool tell customers?


It informs Customers about the best Regimen and products they should use to address their skin concerns. It explains why they were chosen and includes specific tips + instructions to increase Customer satisfaction.


What makes the Solution Tool unique to R+F?


By just answering a few basic questions, Customers get a personalized recommendation similar to what the Doctors would tell them if they were to make a recommendation in their offices.


SUMMARY -


BRAND COMPETITIVE - REDEFINE REGIMEN is the largest Preferred customer enrollment driver in the Rodan + Fields skincare line along with the Multi-Function Eye cream as the number 1 add on. Together they have accelerated growth and transformed the business for over ten years.


Now I have excellent news for that with this Regimen Revolution a much Better, Faster and More REDEFINE Skincare range that has the potential to disrupt the anti-ageing skincare category once again, leaving them positioned for success.


COMPETITIVE POSITION IN OVERALL


Rodan + Fields is the #1 Premium Skincare Brand in the U.S. in 2016–2019, four consecutive years

*Rodan + Fields was the #1 Skincare Regimen brand in Australia in 2019

**Rodan + Fields is the #1 Skincare Regimenbrand in Canada in 2019

Rodan and Fields Redefine Regimen Revolution

MARKET OPPORTUNITY OVERALL


**Global Premium skincare category is 39% and growing faster than mass

**E-commerce was the most extensive channel in 2019 and the fastest-growing channel in the past 3-5 years.


COMPETITIVE POSITIONING ANTI-AGEING SKINCARE


Rodin + Fields is the #1 Premium Anti-Aging Brand in North America in 2019†


The #1 Premium Anti-Aging brand just raised the bar with better results, faster results and more results than previous REDEFINE Regimen.


MARKET OPPORTUNITY ANTI-AGEING SKINCARE


Anti-Ageing on a whole new level! The anti-ageing category is the biggest skincare category in the U.S. and Canada:


U.S.: USD 4.4B+ and growing fast.R+F held 8.1% of this market share in 2019

CAN: CAD 676.6M+ and fastest-growing. R+F had 3.0% of this market share in 2019AUS:

AUD 570M+ and growing fast.R+F held 3.6% of this market share in 2019


US ANTI-AGEING SKINCARE CATEGORY

‡Data source: *Euromonitor International Limited; Beauty and Personal Care 2020 Edition, retail value RSP terms; all channels, PremiumSkincare. **Euromonitor International Limited; Beauty and Personal Care 2020 Edition; all channels; Skincare Regimen includes Sets and Kits; retail value RSP terms.


†Euromonitor International Limited; Beauty and Personal Care 2020 Edition, retail value RSP terms; all channels, Premium Anti-Aging including premium Anti-Aging products sold as part of Sets and Kits. ‡Source: Euromonitor R+F Addressable Market 2019.

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Audrey Anderson

Author

Audrey is an SNS, Marketing, Branding & Positioning Expert Consultant, founding father of the community for creative, ambitious, and accomplished entrepreneurs. As an SNS Marketing Consultant, she features a proven diary in delivering sales revenues, growth, and developing different businesses in Asia.