Rodan Fields Redefine Regimen
This article is here to provide you with everything you need to know about the Latest Anti-ageing skincare Rodan and Fields Regimen Revolution and key stats on the REDEFINE opportunity. In addition, it includes the exciting and latest essential product education, including what makes the new Rodan Fields REDEFINE Regimen Skincare program unique and different.
Technology – Ingredients and Innovation – This unique skincare brand is known for its core recipe, its Regimens/Programs. The skincare world is quickly transforming, especially in anti-ageing skincare routines.
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.
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 want to continue to deliver on our promise, and that is to provide everyone with the best skin of their lives.
BETTER, FASTER, MORE. RESULTS & MORE BENEFITS
U.S. CUSTOMIZATION REDEFINE OPPORTUNITY
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 identical fantastic results.
Peptide Technology + Botanical Extracts: reduce the appearance of fine lines and deep wrinkles while also helping to firm the skin significantly during the day.
Exclusive Peptide Technology + Retinoid Science: helps to sculpt, define, and lifting facial features as you sleep.
Rodan and Fields research indicated that Customers desire more formula choices to suit their skin needs.
With Anti-ageing skincare being the largest category in the skincare market + Rodan Fields REDEFINE is 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.
Rodan Fields Redefine Regimen Revolution
CANADA + AUSTRALIA + USA + JAPAN
The 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.
THE LATEST NEWS IN R+F REDEFINE anti-ageing Skin Care PACKAGING – MORE SUSTAINABLE
More sustainable. More future-focused. Our new packaging features a sleek, modern look and a more sophisticated colour palette to complement the advanced technologies and formulas. In addition, 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 are now made from approximately 25% post-consumer recycled content.
Jars + toner bottles are now made from generally recognized curbside recyclable materials (PETG & PP). In addition, Weʼve removed our Regimen boxes to reduce paper packaging (cartons and tissue) by 24%.
Our paperboard cartons and shippers are now made from certified sustainable forests (SFI/SFC).
PRODUCT EDUCATION – RODAN FIELDS REGIMEN REVOLUTION ANTI-AGEING SKINCARE.
Now 3 x better, 2 x faster on visible wrinkles, + more benefits.
The 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 FIELDS Redefine Regimen anti-ageing Skin Care POTENT INGREDIENTS
Now addresses your skinʼs needs with a choice of cleanser + AM/PM moisturizers. But, of course, 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 + visibly lift, sculpt +restore youthful-looking contours.
Rodan and Fields 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. In addition, natural Amino Acid (Ectoin) + Sugar Derivatives(Glyceryl Glucoside) helps reduce the look of lines +wrinkles and boost visible firmness.
WHY DO YOU NEED THE DAILY CLAY CLEANSER
It can be used as a mask by leaving it on for 2minutes before removing it. With a longer contact time on the skin, Kaolin Clay draws out even more impurities—from natural oils to makeup—trapped deep in the pores. As a result, 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 a more even-looking skin tone + texture during the day. In addition, natural Amino Acid (Ectoin) + Sugar Derivatives(Glyceryl Glucoside) helps reduce the look of lines +wrinkles and boost visible firmness.
WHY DO 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.
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 a more even-looking skin tone + texture during the day. In addition, natural Amino Acid (Ectoin) + Sugar Derivatives(Glyceryl Glucoside) helps reduce the look of lines +wrinkles and boost visible firmness.
WHY DO 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.
Methods for Reducing Pores
Here are some of our favourite pore minimizer tips and recommendations.
Pore Minimizing Toner – Rethink Pore Minimizing Toner
The skincare you use can help reduce pore size. Use pore-minimizing toners or products containing charcoal and clay to draw out impurities in your regular skincare routine. Other pore-minimizing items to look for include serums and facial masks that reduce the appearance of your pores.
RODAN FIELDS REDEFINE REGIMEN 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 is 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
This daily face moisturizing cream with SPF allows you to benefit from 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 the face + neck.
Option 2 – TRIPLE DEFENSE LOTION BROAD SPECTRUM SPF 30(SPF 15 AU)
Our lightweight moisturizing lotion is formulated with Peptide Technology + Botanical Extracts. It revitalizes skin, visibly improves firmness, fine lines, + deep wrinkles, plus UV protection.
Suitable for all skin types, best for combination to oily skin
HOW THE TRIPLE DEFENSE LOTION BROAD SPECTRUM SPF+++ WORKS
WHY DO YOU NEED THE TRIPLE DEFENSE LOTION BROAD SPECTRUM
This daily face moisturizing lotion with SPF allows you to benefit from 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
WHY DO YOU NEED THE R+F TO 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 the 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, it 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
WHY DO YOU NEED THE R+F OVERNIGHT REPARATIVE LOTION.
This anti-ageing Retinal is 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 your face + neck.
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, it visibly lifts + sculpts from every angle to define your natural contours.
Botanical Grape Extract: visibly reduces lines + wrinkles.
WHY DO 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 ageing signs 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.
My Client + Customers can take the quiz and, based on their answers, get personalized skincare recommendations based on input compiled by the dermatologist.
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. For example, 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: 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. In addition, 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.
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 can potentially 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 raised the bar with better results, faster results and more results than the 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.
