Skin Care AV.

Technology Specialist

www.a&v.com
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Table Of Content
01 AV. Technology

05 Skin problems

06 Common Causes of the skin problems

08 Skin health

11 Amino-Acids & Vitamins

13 Skin problems / pathophysiology

18 A&V® skincare line

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AV. Technology
The technology used in formulating the skincare products, that depend on 2
essential nutrients of skin (Amino-Acids / VITAMINS)as an active ingredients.

• this new skin care brand (A&V®) is a sub-brand of the mother company
(KenaRoots®)for natural topical therapeutics .

• (KenaRoots®) is an one of the leading players in natural topical

therapeutics in MENA region , its provide a strong presence in 22 countries
(MENA,AFRICA,CIS),through a strong and well- established partner .

• (KenaRoots®) have 6 manufacturing sites in

(SPAIN,PORTUGAL,AUSTRALIA,ALGERIA,TUNISIA,JORDAN)

• All of the manufacturing site certified as (GMP,ISO,CEmark,EUROPE GMP)

• (KenaRoots®) have 37 SKU , all are natural (herbal formula)

Herbals , medical device , food supplements ,cosmeceuticals , cosmetics

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When we decided to enter the skincare market, we focused on making the new sub-brand not separate, but in
line with the soul of the mother company (KenaRoots®) , and its specialization . and based on this reference; we
launched anew line in the field of skincare cosmetics that is in line-with the mother company’s philosophy; which
is based on standard.

Quality, like:- scientific-based/-innovation ideas/-natural formula / - efficacy and safety/-superior/unique formula

• after studying and analyzing the skincare market in the different aspects of it, like: (most common women skin problems/
the varieties of brands and products in this field / trusted-factors / Trends / competitors / focusing / marketing strategies/
behaviors and ideas of the target customers (women)., we will designed a line of skincare products with an innovation idea.
• our RND team has conducted many scientific studies and clinical trials to summarize the most important problems that
women suffer from ,(what are their causes? /what are the best methods of prevention , protection and treatment)?
• our new idea is an introduction of a skincare products line for the sub-brand (A&V®)
• we provide in (A&V®) skincare line, 10 products (cream) that divided into 2 groups:
1. A-GROUP: depend on Amino-Acids as an active ingredients
2. V-GROUP: depend on VITAMINS as an active ingredients
• each of 2 groups contains a 5 different cream
• this new skincare line cover the most common 5 requirements of the woman’s needs in field of care ,protection and prevention
of skin problems.
• each product(cream) in group-A offset another product (cream) in group-V, for the same uses; but the different between the 2
products are in(active ingredients ,mechanism of action ,timing of use)
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Skin (structures/function)
• in the first, we need to understand the skin and its functions to identify and manage skin problems.
• the skin and its appendages (nails, hair and certain glands), form the largest organ in the human body.
• skin consist of 3 layers: (Epidermis/Dermis/Hypodermis–subcutaneous)
• skins 3 main functions: (protection/thermoregulation/sensation)
• other functions of skin (elasticity / absorption / reduce water moisture- loss)
• the primary function of skin: act as Barrier
• the building block of skin: (proteins/collagen/keratin )
• the building block of proteins: Amino-Acids
• the building block of collagen: proteins
• the building block of keratin: proteins
• The keratin is produced by cell in our skin called Keratinocytes

skin contain: 35 billion cells

each cell contain: 42 million protein
each protein contain: over 200 amino acids

The skin color will be determined according to the number and size of the
cells called (Melanocytes): that produced melanin.
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Skin 3 layers and their function:

1) Epidermis (4-5layers)
• outer most layer of the skin
• provide water-proof barrier
• creates our skin tone Epidermis
• physical and biological barrier
• consist of: 5%melanocytes/95% keratinocytes
• main function: protect the internal organs from injury
Dermis
2) Dermis (2layers)
• much thicker than epidermis
• contain tough connective tissue
• contain hair follicles
Hypodermis
• contain sweet glands
• Made up of : 70%collagen / elastin
• main function : sustain and support the epidermis Muscle

3) Hypodermis
• the deeper subcutaneous tissue
• made of: [fats/connective tissue/adipose tissue/well-vascularized/loose)
• Main function: (fat – storage/provide insulation/cushioning for the integument)
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Skin problems
43%
of the patient who go to the doctors are because “skin disorders”
• the biggest % of the all body problems
• most of the skin disorders are minor
• there are more than 3000 skin diseases
• 20-33% of the population in any country at any time suffering from skin disorder
• 50-70% from women (45-70) years old suffering from aging-signs
• 1billion women suffering from skin disorders / problems (usually minor)

Because of this, and the increasing in the awareness of the women

in this problems and causes, and how to protect her-self from a skin
problems, and how manage the signs and symptoms of the minor and
common skin problems that the major of women will be suffering from
it in any time of their age, they be head to field of skincare, to care,
protect and prevent their common skin problems; by the skincare
products.
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5 most common skin problems

Skin dryness Skin irritation Aging-signs Skin Wrinkles

pigmentation
Dehydration Redness Yellowing
Dark spots
Fine line

(any age) (any age) (27 -70) (22-70) (35-70)

The critical causes of the skin problems occurs in women:

Genetic Environmental Hormonal

causes changing
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Common Causes of skin problems
Skin dryness/Dehydration
-Weather (dry/hot-cold) - Low moisture in the air. - Less of drinking water
- Overdosing sugar / sodium - Diabetes

Skin irritation/Redness
- Allergic effect from weather /food/drugs/detergent/chemicals.
- Dry skin -Contact dermatitis - Inflammation - Make-up

Aging-signs/Yellowing/Fine line
- UV radiation - Free radicals - Lower of collagen level - Break down of collagen
- Dryness - Inflammation - Stress / coffee / smoking /alcohol

Skin pigmentation/Dark spots

- Sun damage (UV radiation) - Free-radicals - Irritation - Inflammation
Hormonal changes (period problems/pregnant/hormonal drugs)

Wrinkles
- Free - radicals - Sun damage (UV) - Break down of collagen - Break down of
elastin - Break down of elastin fibers - Age/stress/diet/smoking/coffee
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Skin health
most of the skin problems in women are minor, that mean they are not need to
dealt within a treatment protocol ( drugs / surgery /etc.) ; because of this point,
the best way to dealing with this problems is to have an a daily routine of (caring,
protecting and preventing) strategy by using:
• Skincare cosmetics.
• Get-red of the bad habits leads to skin problems
• Integrated diet : rich in essential nutrients important to the skin health.
• Sleep/water
One of the most important points that play an important role in
confronting skin problems is the strategy of “prior prevention”
,of most skin problems threaten women in any age (at all times of
their life). “prior prevention strategy“ is by: rich diet/.get-red of
bad habits/.using daily skincare products like (moisturizing/anti-
aging/sunscreen)

As we mentioned previously , the building blocks of the skin are :

• Proteins/building block Amino-Acids
• Collagen/building block protein(Amino-Acids/vitamins/zinc/copper)
• Keratin/building block protein(Amino-Acids/vitamins/fatty acids/zinc)
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The most important nutrients of the skin :

Amino
VITAMINS Fatty Acids Zinc Copper Water
Acids

Best sources of the essential nutrients of the skin:

• ORALLY: food (vege., fruit, fish, nuts, meat ..etc.) / food supplements .
• TOPICALLY: skincare products (creams/serums/lotions), AV. Technology skincare products .

The essential nutrients for healthy glowing skin:

• Vitamins (B complex “ 3,5,6,9”)
• Vitamins (C, E, A, K, D), vitamin D and K are naturally produced by skin.
• Amino-Acids (Arginine, Histidine, lysine, Methionine, Proline, Leucine, Glycine)
• Fatty acids (OMEGA “3,6,9”)
• Zinc, copper
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Quick tips
The most of the essential nutrients for skin that founds in the daily diet (food) , but the critical
obstacle is the concentration needed to intake every day (the daily service); to have a healthy
skin , there is not enough to taken by the foods .

Quick tips

There is an common disfunction occurs in women is called “ Nutrients – Deficiency”.

Nutrients – Deficiency:
• is the common disorder that a large number of women suffering from it; that’s mean the body have a disfunction
in “ Absorption, Distribution and producing“ in some essential nutrients for the skin.
most common Nutrient – Deficiency , deficiency of vitamins ( B complex , D , C , E )
• Deficiency of iron
• Deficiency of Amino-Acids
the common causes “ in women” : - Genetic
• hormonal changes , drugs , poor diet , pregnant
• immunological diseases
because of this common disfunction in women ; she must compensate the essential nutrients from another sources
either food , like : - food supplements
• skincare products that contain the essential nutrients for skin like AV. Technology skincare products .
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Amino-Acids & Vitamins

Amino-Acids:

• the building block of the proteins.

• play a critical role in building of ( COLLAGEN , ELASTIN , KERATIN ).
• there is 2 types of Amino-Acids:
1. essential Amino-Acids (Not produced naturally in the body/skin), the
number of it 9 example: “HIS. , METH. , LYS. “
2. Non – essential Amino-Acids (produced naturally in the body/skin),
example : “ARG. , PROLINE”

The best Amino – Acids for skin :

• Topically preferred : “ARG., HIS., LYS., METH., PROLINE

• Orally preferred : “GLYCINE, LEUCINE, HYPOOXYPROLINE“
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VITAMINS:

• one of the most important nutrients for skin.

• play an important role in COLLAGEN building“ COLLAGEN cant
built without vitamins .
• play an important role in amino-acids effecting

There is 2 type of vitamins:

1. Fat – soluble, (topically preferred), like: vitamin E
2. Water – soluble, (orally preferred), like: vitamin C

the best Vitamins for skin:

• Vitamins (B complex “ 3, 5 ,9” topically, B “6,7,12” orally)
• Vitamins (E, A) topically
• Vitamin C: topically + orally/not enough by food + deficiency;
topically preferred
• Vitamin D, K “ naturally produce in body.

Skin problems / pathophysiology
1) skin dryness/dehydration: what happens ?!
• an evident reduction of water (moisture) content.
• lipids are depleted.
• NOT enough water in the SC (Stratum Corneum), OUTER layer of Epidermis.
treatment (topically):
• Increase the endogenous intra keratinocyte
• Stimulating regeneration in the skin
Amino-Acids • Increase healthy blood circulation to the skin
• Promote the production of collagen
L-ARGININE • Increase the skin visible hydration levels
By acting as Humectant
• Humectant : acts by pulling water into the skin from
the environmental and trapping it in the skin
• Keep skin well moisturized
• Antioxidants effect / UV and Photo protection.
• Inhibit the production of PEG2 and nitric-
VITAMINS oxide(prevent of sunburn cell formation)
Vitamin (E) After topical application of vitamin E:
• Accumulates in cell membrane + extracellular lipid
matrix of the stratum corneum (SC).
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topical L-Arginine shows in studies :
• reduce water loss from the surface layer of skin
• (reduce trans epidermal water loss) , lead to increase Urea
content and improve the skin hydration.
ARG. Involved in the synthesis of components of the skins natural
moisturizing factor (NMF).
• NMF: naturally occurring lipids in the skin , NMF component work
to keep the skin surface (intact , supple and hydrated).
• Anti- inflammatory effect (after UV)
• improve skin water binding capacity (2-4 weeks)
• improve the skin barrier function lead to reducing (TEWL), that result
of reduced water loss and increase the hydration of the skin.
TEWL: (Trans Epidermal Water Loss) ,, the amount of water that passively
evaporates through the skin to external environment ; because of the
difference of the pressure in both side of the skin barrier .
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2) skin irritation/redness: what happens ?! ,,” DRY-skin / AD / CD”

• deficient skin barrier function

• increase TEWL
• decreasing SC hydration
• inflammation
• allergic – effect from (Chemicals / Sulfate / Paraben / SLS ..etc.)

treatment (topically):

• Skin moisturizer / soothing

Amino-Acids • Anti-inflammatory
L-HISTIDINE • Anti-oxidants , calm the skin
• Balance the acidic PH of (SC)
• Reducing TEWL , and increasing the skin moisture .

• Skin barrier restoration potential • Keratinocyte – proliferation:

• Skin moisturizing • Vitamin (B5) regulate epidermal barrier function through the
• Accelerated skin barrier repair, and enhance proliferation and differentiation of keratinocytes .
VITAMINS (SC) hydration (5-7 days) • play role in synthesis of fatty acids and sphingo-lipids which are very
• Reducing TEWL important of (SC) .
Vitamin (B5) • Stimulate skin regeneration
Anti-inflammatory :
• Activated of fibroblast proliferation (facilities of
wound healing) 1. reducing the redness from allergic effect
• Help the skin to absorped moisture by the air 2. reduce skin roughness / reducing bacterial growth
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3) skin pigmentation / dark-spots : what happens?! “sunspots, melasma, post-inflammatory “

• increase MELANIN production

• cells-damage by sun radiation
• inflammation
• skin cells (oxidation); by Free- Radicals

treatment (topically):

• Anti-oxidants (oxidation resistance) • repair mechanism to melanocyte , by reductase in the cytosol as

Amino-Acids • Anti-inflammatory: well as in the nucleus of epidermal which are especially sesetative
Methionine 1. balance the PH to ROS .
2. eliminating damaging substances • activated liferative / functional activities of leukocytes .

Anti-oxidants • reducing agent in the various oxidation stage of melanin formation

(anti-melanogenesis)
• anti-inflammatory :
Vitamin C interact with copper ions at tyrosinase-active sites:
1. inhibit NFKB
VITAMINS • inhibit the action of the enzyme tyrosinase; which mean that vitamin C
2. NFKB :responsible for the activation of a number inhibit the conversion of tyrosine into melanin.
Vitamin (C) of pro-inflammatory cytokines
• Vitamin C play critical role in collagen building .
• effect of the function + quantity of melanocyte
1. Vitamin C reduce UVB – induced erythema (40-60%)
• reducing the synthesis of melanocyte
1. Vitamin C apoptotic sunburn cell formation (52%)
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4) skin aging-signs / fine line / yellowing : what happen ?!

• oxidation in cell; by the free radicals

• changing in skin connective tissue reducing skin strength+elasticity (Elastosis)
• break down of collagen
• thins of sebaceous fat layer/less insulation padding

treatment (topically):

• Helps collagen- building in skin Anti-inflammatory :

• Helps in transports fats across skin cells, • of M2 microglia / by suppressing PTEN .
Amino-Acids storage energy in the Sebaceous layer.
Anti-oxidants:
L-LYSINE Binding agent helps in:
• inhibiting the release of cytokine
1. encourage skin cell renewal
2. increasing the number of new cells helps in firm skin surface

• Increasing collagen gene expression
VITAMINS • Increasing pro-collagen levels
Vitamin (B9) • Improving collagen fiber density
• Help to facilitate the development of skin cells
• Promote the growth of fibroblasts
• Demonstrate a positive influence on keratinocytes (cell proliferation )
• Repair DNA / by stimulating of skin cells like fibroblasts
Anti-oxidants :
1. reduce levels of oxidative stress in the skin
2. fight free-radicals
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5) wrinkles: what happens ?!

• Break down of collagen

• Break down of elastin
• Irregularity in keratinocyte cells
• loss of elastics fibers (decrease of elastics fibers density)
• cells damages of the skin/by free radicals

treatment (topically):

Anti-oxidants :
• Producer of collagen (increasing 36% in 4days) 1. its role as ROS scavenger
Amino-Acids
• Recovers the elastics properties of the (SC)/by 2. singlet oxygen quencher
PROLINE producing elastics fiber • strengthen the skin barrier
• Proline periodicity modulates the self-assembly • transdermal permeation enhancer
properties of elastin
• impact on keratinocyte proliferation

• Stimulate new collagen synthesis • Inhibit transfer of melanosomes from • Strength lipid barrier
• Positives impact on the dermal compartments melanocytes to keratinocytes • Balance skin tone
(connective tissue + get matrix components) • Anti-inflammatory • Boosting mitochondrial function
VITAMINS • Up-regulates epidermal Ceramide • Anti histamine effect • Improve barrier function
Vitamin (B3) • Improving (SC) barrier function • Electron scavenger • Prevent photo immunosuppression/
• Increasing of intra cellular acetyl – COA (the • Anti-oxidants photocarcinogenisis
precursor common to epidermal lipid synthesis)
• Modulating the activity of various • Increasing cell number (20%)/
• Up-regulates biosynthesis of markers of transcription factors protein secreted(41%)
keratinocytes differentiation .
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A&V® skincare line


A&V® skincare line
Skincare products designed by
AV.Technology, the line consist of 10
products divided into 2 groups :
1. A-Group: use an Amino-Acids as an
active ingredients.
2. V-Group: use a Vitamins as an active
ingredients.
Each 5 products categories into one of
these2 groups. (table.1)
• Each product in A-Group is matched
by an integrated partner product in
V-Group ; to faced the same skin
problem (table.2)
• A&V® products line in different 2
groups (with all products included in
each one of these 2 groups), are faced
a 5 most common skin problems in
women from age 18 to 70 years old.
• Each problem is faced (treated) by
2 products: one products under
A-Group, another one under V-Group .
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P.0.D.: what are we distinguished?!
• integrated products line as a whole.
• insertion a new concept (NOT
accustomed) to the skincare field
(Amino-Acids).
• more specialized products:
1. separation between skin problems.
2. more specifically in the mechanism of
action of ingredients.
3. the differentiation in the uses of the
active ingredients (as what is familiar
in the market)
4. NOT inclusive claim “MORE
specialized”.
5. use (Vitamin B9), as Anti-Aging.
6. VC: in anti-aging/anti-wrinkles.
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