Hi everyone and welcome to PHPR 5800 module 1 topic 3 classification of finished goods. So some key takeaway points here is that we can classify our finished products in multiple categories and that impacts marketing, advertising and product positioning in the market. It also lends us to understand how to formulate products and evaluate them as we bring them to market. The first category focuses on target group. So that impacts who your consumer is. So who is your target? Who is meant to buy or purchase the product? And then further than that, our target group also is reflected in our price. the retailers or e-commerce place that it's available at and then marketing materials. So, we can work forwards and backwards with target group. So, we can formulate based on a specific target group with a specific price and understanding a specific retailer that it may be available in. With many retailers having their own certifications or claims around clean beauty, that also impacts how we formulate. Additionally, it will affect if our product is going to be a global product. So through e-commerce that we are allowing global shipping or if it's going to stay within the US because that's going to also affect not only our ingredients but our labeling. And then in terms of marketing materials, how are we going to market our product? Is it going to be marketed more online? Is it going to be marketed um on YouTube or on commercials or in magazines, where is it being marketed? And that's going to also affect who we're targeting. So, we can work that way and think as a formulator and as a brand, you can think about these things. But we can also evaluate products on the market and kind of work our way back. So if we find a product that is already available on the market, then we can identify based on the product packaging where it's located at in terms of retailer or e-commerce. We can also look at the marketing materials and the price and kind of backtrack and understand who this product is meant to be targeting. And we can target more than one group at a time. Most Longstanding brands or what we call heritage brands have very simplistic packaging that is available in places like grocery stores but also available online, available at um more specialty stores as well. And those brands have very simplistic packaging, very simplistic um marketing in terms of people recognize who they are. They have heard of Dove before. They've heard of Nivea. They've heard of Vaseline. And so it's a lot easier for those brands to continue to market the same products, but it also allows people to recognize them easily in stores. And so we have these heritage brands, but then we also have on the back end more indie brands that are new, that are emerging brands that are trying to figure out who their target group is and who they're trying to market to. And so heritage brands have the advantage of being in a lot of retail stores having a typically a lower price point or like a mid to lower price point and they have the longevity within their brand where it spans across generations. And so your mom probably used Clinique because your grandma used Clinique and then you use Clinique. So, it's definitely this like wordof mouth kind of silent marketing where indie brands they are able to kind of figure out who their target group is and spend that time creating marketing materials and selecting their retailers or how they're going to do e e-commerce in order to, you know, promote online and word of mouth. now versus a heritage brand's word of mouth. Word of mouth now is watching videos and hearing other people's reviews. So, the landscapes are totally different, but I just want you to be aware of target groups and kind of how that all impacts a product and where it's positioned in the market. Legal definitions. So, we've talked a lot about what is a drug versus what a cosmetic cosmetic is. Um, but I'm also introducing here this hybrid kind of product that is an over-the-counter drug, but also a cosmetic. And what I mean by that is that it is it does contain an active pharmaceutical ingredient, but it also may have other ingredients that promote um more cosmetic claims. So we can see this in acne products. We can see this in um products that are skin protectants. And we can also see this in products that are for dandruff. So our product could be a anti-dandruff shampoo, but it also helps with shine. It helps with repairing bonds in the hair or it helps with comability of hair and detangling which are more cosmetic claims but it has that drug aspect of being an anti-dandruff shampoo. So, I just kind of wanted you to be aware that products like this, they will have the drug factax labeling because it is a drug, but they will also contain some cosmetic claims in addition to their drug claims. So, I just wanted you to kind of be aware of that hybrid type of pro uh type of product. So, some key some more key takeaways. Um, let's talk about application service surface. So the application surface is really important. Um we that helps us build out our product labeling. So where is it going to be applied to the skin? But also we can think about it in terms of product safety. So when we need to evaluate safety, we need to understand where the product is being applied to or what we consider the route of exposure. So where is the product being applied to? And then we can also think about where a product may be incidentally applied to. So when you're using a hairspray, yes, it's meant for the hair, but you it might also accidentally get into the eyes or be applied to the skin a little bit. We can also think about this in terms of baby shampoos. So baby shampoos, yes, they're meant to cleanse the hair, but they may also um accidentally get in the eyes. If you've heard of like the no tear shampoos, those are taking into account not just the application surface of the hair, but also incidental exposure to the eye area. So, just kind of want that, wanted to touch a little bit on that and kind of show that it's not just directions of use, but it also can be to evaluate our product safety and also to do some testing. um if it's going to be applied to the skin, are we going to have irritation? Um is if it's accidentally um you know, if it accidentally gets into the eyes, like what is it going to cause some redness and irritation in the eyes? It's something that we kind of need to look at and evaluate and test. And I go through more of this safety testing and routes of exposure in the regulations course. So I just want to introduce it briefly here. Next is dosage form or product form. So when we talk about drugs, we are talking about dosage forms because they contain a drug that is in a dose that's being administered where a cosmetic we consider a product form. So understanding the product forms or dosage forms that are available allows us to better understand how to formulate these products because we understand what it takes to make an emulsion or make a lotion or cream. We know once you know in a later module we'll actually go through all of the product forms and then you can un like kind of see how just knowing what product form that we want to have our product in we can better select our ingredients we can also create a procedure for how we're going to put those ingredients together to make our product form. So it affects how we formulate but also it'll affect our evaluation and testing. So depending on the product form it'll we'll be able to understand what testing we need to do, what stability measures that we are concerned about. Um and then possibly also you know susceptibility to microorganisms. So doing like microbial testing. So to understand product forms and dosage forms, we can better select ingredients properly formulate, create a procedure for how we're going to formulate and then understand what testing in terms of quality control and quality assurance that we need to do in order to make sure that our product is safe and effective and stable before it is brought to market. And then lastly is just product forms um or product category categories. So this allows us to understand what the overarching categories are and then kind of where our products are slotted into. So typically we'll see in the industry where there will be this overarching category of color cosmetics of hair hair care skin care hygiene all of these different sectors. So, it's just to kind of show you that within those categories, what are some common ingredient or some common products um within those categories. So, if you take a look at the PDF, you'll be able to see what all of those examples are. And then if you have questions, feel free to reach out or you can post in the discussion board if you have questions. Thanks so much for listening.