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					                 PHOSPHAGENICS
                 Newsletter December 2009                                                  PHOSPHAGENICS LIMITED
                                                                                                ABN: 32 056 482 403




   Introducing...

Phosphagenics’ New ElixiA™ Range of Skincare Products




  elixir [ i líks r ]
  A magical cure: a miraculous substance once believed to prolong life indefinitely.

In Q1 2010, Phosphagenics will launch its new ElIxIa™ range of skincare products into the australian marketplace.
With the unique TPM (Targeted Penetration Matrix) technology as a key ingredient, this is an exciting step into the
lucrative beauty industry for Phosphagenics.



                                    Phosphagenics Newsletter | December 2009
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                                                                                                        TPM TAKES INTERNATIONAL BEAUTYaSTAGE d u c ts f
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                                                     Dear Shareholders,                                                                              o st o o wo ml AWARENESSi y
                                                                                                                                            in Australia in tBRAND b u to h
                                                                                                        The launch of ElIxIA™ CREATINGQ1 2010 adds y tthe se e v
                                                                                                                                                 m
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                                                                                                        excitement of the nationwide launch ine rs wi lastb l e
                                                                                                                                                                                     l                  to              rb
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                                                        TPM TAKES INTERNATIONAL BEAUTY STAGE of le Métier de Beauté’s two c u st
                                                     the successful launch of our                                                                                        wi l
                                                                                                                                                     new products,l which so
                                                     premier lineof Elixia in Q1 2010the to the Phosphagenics’ TPM patented technology.
                                                        The launch of cosmetics in adds                                                               a s l tsth e y th a t a re                                           th e
                                                                                                                                                                                                                              AUS

                                                                                                                                                                                                            ve   r i n tAi n
                                                                                                                                                        re su products have y d ri a f c re a for m
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                                                                                                                                                              The
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                                                        excitement of the nation-wide launch     the
                                                                                    The products have                                                                                                                               th
                                                                                                                                                                                        a                                       u
                                                     earlier in the year with Métier U national beauty                                                                      l b e e c ti ve y c o n s o
                                                                                                                                                        hit with America’s nationals
                                                                                    with
                                                        products using Phosphagenics’ TPM technology.                                                                                                                         days
                                                                                    magazines with editorial
                                                                                                                                                                     wi l                                    b                leas
                                                     Tribeca. Several magazine      mentions in November 2009                                               PR e y o b j
                                                                                                                                                        beauty magazines, receiving y e dunde     tri a l u t
                                                                                                                                                                                                                               it
                                                                                                                                                                       k                      g
                                                                                                                                                                                          nin theb e a                       bea
                                                                                    issues of fashion forward
                                                     publications have been Womens’ Wear Daily (WWD)                                                           th e u ra g i
                                                                                                                                                         editorial mentions st
                                                                                                                                                                                                                              mag
                                                                                                                                                                         o CREATINGoBRAND A
                                                                                                                                                                enc am on nd
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                                                                                                                                                          November 2009 issues of n
                                                                                    and leading women’s
                                                     published in the US and magazines
                                                                                                                                                                           z                      a
                                                                                                                                                                  b u z a zi n e s
                                                                                                                                                                                                                              Con
                                                     provided a great platform Bazaar.
                                                                                     for                                                                  fashion-forward Women’s                                                 a
                                                                                                                                                                                                                       e is e
                                                                                    InStyle, Elle and Harper’s                                                                                                                pres
                                                                                                                                                                                                                     t
                                                     us to make some inroads into
                                                                              TPM TAKES INTERNATIONAL BEAUTY STAGE                                                 m a g (WWD) and we b si uan d
                                                                                                                                                           Wear Daily                                                          l
                                                                                                                                                                                                                              mose
                                                                                                                                                                                                 ed                  ed
               the lucrative US cosmetic market.                              The launch of Elixia in Q1 2010 adds to the                                                              i c a t d . Sc o main
                                                                                                                                                             leading women’s magazinesh i n c i
                                                                                                                                                                                    d
                                                                                                                                                                       A d e a b a n w c as th
                                                                                                                                                                                                                              cust
                                                                                                                                                             including InStyle,rElle iand i l l
                                                                              excitement of the nation-wide launch in the USA
                     While our business strategy remains focused on                                          The products have been a hit
                                                                                                                                                                                    i                  t                     he
                                                                                                                                                                          El i x ye r, s TIVIT t resu
                                                                              last month of Le Metier de Beaute’s two new
                                                                                                             with U nationalSS                                                                                        h
               our pharmaceutical pipeline, our TPM platform lends using Phosphagenics’ ARENE editorial                                                        Harper’s Bazaar. a NCH ACwi t Y a n d
                                                                              products                           TPM technology.beauty
                                                                                                          AW magazines with
                                                                                                                                                                               e  xt G LAUe l ve e b r PR w
               itself to multiple applications across the cosmeceutical BRAND                                mentions in November 2009                                      nETIN sh
                                                                                                                                                                   M ARK ta i l                             c a revelohtheekped n
                                                                               TING                          issues of fashion forward                 ALIAN                  re m parigo n a leing2dr10aTeenco
                                                                                                                                                                                                   is b          0e.
                                                                                                                                                                                                                          t ea   s
               skincare industry.                                   CREA                                     Womens’ Wear Daily (WWD) T      AUS R                              c a p e s x Q1 c to o r p
                                                                                                                                                                                                n
                                                                                                                                                                                                     w l l n tmag
                                                                                                                                                                      e ti n g a c h o f Elit ia ia c c e ssg fa buzz
                     The use of our TPM technology into this market segment
                                                                                                             and leading women’s
                                                                                                                                                        c h ma
                                                                                                                                                                   rk                            I e
                                                                                                                                                                                      o wil. ev o o nedtoth e
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                                                                                                                                                                                                              o n li n A l u
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               does not require the same financial resources for development,                                InStyle, Elle and Harper’sfo r th                      ic a l                    pl
                                                                                                                                                        th e typ re n t so u rc e oyin g , fro m e hn d s reElixi
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                                                                                                                                                          0 d iffe f a t sh e is b ue nth e n d frie s i next
               and provides shareholder value without distracting us from                                                                          a st 1 i sts oh                         i ou t s
                                                                                                                                                                                        c
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                                                                                                                                                le                                     of m
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               our key TAGEof developing novel pharmaceutical products.
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                 a n d le e s
                                                                                                                     M a r SA.                                    s            t between inc o m un aawy re
                                                                                                                                                         re su lt m e n Phosphagenics is ala n c Pha  th e
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                   In Sty                                                                                                                                                        c ti ve s                 m e rs                 n
               provide molecules that work deeply into your skin.                                        and a corrective concealer, retailingike yUS$95, and y cavailablef le a d inregis
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                         a a r.                                                                                                      jo                                                              d itp patents.
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                                                                                                                                                                                  a o
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                                                                                                         Phosphagenics is a a u ty c fromin eh y sh e lvapproachdto create ti o n d e se
                                                                                                                                a                                             a be
               media campaign that has seen the company featured                                                                                                                          l ran
                                                                                                                                                               r g x il rretailsaindustries tha t
                                                                                                                                                                                 oly re m e
                                                                                                                                  b e n g th e retabuying copportunities for rm afoThe tin      b                           ylaun
               in The Age and Herald Sun newspapers, and the Sydney                                      many larger beauty companies take yip ego nnewthetia te a n inu c tthethrm a joie
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                                                                                                                                                                                  a
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                                                                                                         to patents and thenb d th e
                                                                                                                                                                                                                        betwee
                                                                                                                                      paying royalty nde xcle los,                                                       n   ,
               Morning Herald Business online, as well as business                                                                                                   o s              exciting                        aPhosph
                                                                                                                                                                                                                        h en
                                                                                                                                      a n onsists’sf a pgopncilebMétierthLdb g Phospsiagp a
                                                                                                         for Phosphagenics, n g e e spartnership c e
                                                                                                                                      as the .
                                                                                                                                                                                 c hin e era
                                                                                                                                                     It o ase ie n e ewsi tdhcproves
                                                                                                                                                                       with                                                 t
                                                                                                                                                                                                                        departu
               and biotechnology online media. As the launch of                                                                                                                     p ite in lu
                                                                                                                                                                                                        in
                                                                                                                                                     5 and h
                                                                                                                                             c                                                                          approac
                                                                                                                           USA ra fe S$ 1 2h,o sp bee rshn t s               va i across s a n                             m er
                                                                                                                                                                                                                        om.a u
               ElIxIA™ starts in earnest in Q1 2010, we’ll be starting                                                                            that can re le
                                                                                                         TPM is anTactive ingredient 5 a n d is rtn used M a lucrative xia .c beauty
                                                                                                                      he                 ,U
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               a media campaign.                                                                                                               new                   ve s n the a t e
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                                                                                                                        c on                 es h n
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                     We fully expect the Australian market to embrace the                                                                     M     ss          n  g re d ss l u clralso a tae and pform oti
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                                                                                                                      Go o   dm            s a c ro                                                                      ro
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               combination of our proven TPM delivery technology with                                                  M a rc u .
                                                                                                                           e USA
                                                                                                                                               a c ti se d a c rheasfos eo ec olesttahd a li nk e ec o
                                                                                                                                                                          T            r t -n
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                                                                               Phosphagenics Newsletter | December 2009 ti e r p
                                                                                                                      M   e                 ie n t th              ra n g e .
                                                                                                                                                                              a
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  The ELIxIA™ Range                                                                                         r & d update

MARKET SNAPSHOT                                                     TARGET CUSTOMER PROFILE
as one of australia’s biggest retail industries, the beauty and
                                                                     “Consumers’ main concerns are quality, formulation and
cosmetics market is a serious and competitive business.
                                                                     ingredients. People want products that are effective and
The consumers’ continual thirst and desire for new brands
                                                                     have results” – International Cosmetics News, July 2008
that really work creates opportunities for new brands like
Elixia™ to put themselves on the ‘must-have’ beauty map.
                                                                    The Elixia™ main target customers are females – Generation
                                                                    x and Baby Boomers looking for beauty products that reduce
       australian Cosmetics Market 2008: $2.4 billion               wrinkles and contain natural or pure ingredients. Elixia™ is
       2008 Skincare: valued at $1.023 billion (43.2%)              a skincare range for people seeking natural products whose
                                                                    claims match product performance.

                                                                    The ElIxIa™ customer:
   Skincare                                      Cosmetics
   43.2%                                            56.8%
                                                                       • is value conscious, but is also prepared to pay a little
                                                                         more for a prestige product that works, and has a
                                                                         quality feel
                                                                       • Expects a corresponding level of efficacy and quality in
                                                                         line with her desire for a more sophisticated product
                                                                       • is knowledgeable about beauty and skincare products
                                                                         and is aware of marketing claims – she reads labels
                                                                         carefully and is quick to pick up on contradictions or
                                                                         claims that can’t be met


                                                                    FAST FACTS
     according to Euromonitor international’s 2008 Report,
the australian skincare market is growing at 5% annually,
                                                                       • More than 80% of people have visited a pharmacy
                                                                           in the last three months
with a value of aUD$1.023 billion. Cosmeceutical skincare
continues to be one of the two most significant emerging
                                                                       • The cosmetics market has no dominant channel –
                                                                           pharmacies, supermarkets, department and discount
trends, along with men’s skincare, as consumers continue
                                                                           department stores all compete closely
their obsession with anti-aging and wellness. iBiSWorld 2009
                                                                           (roymorgan.com.au)
reports that the value of the cosmetics market in the USa
is set to fall by 1.2% in 2009, to a value of $60.37 billion, but
the cosmeceuticals category is expected to grow by 7.7%
                                                                          55% of women aged                  33% of women aged
to reach a value of $3.5 billion (CosmeticsDesign.com).             30-50 years buy facial skincare    18-29 years buy facial skincare
     This growth is being fuelled by the needs of Baby Boomers        for its anti-aging properties      for its anti-aging properties
searching for natural ingredients, technology-advanced
ingredients exploiting biotechnology, and anti-aging as well
as firming/anti-cellulite products. largely driven by women
                                                                          Restore                                       Prepare
with higher disposable incomes, who demand more of their               & Regenerate             ELIxIA’s               & Prevent
skincare products, this influential group of consumers                                     unique formulations
recognise the importance of a natural and scientific                                       cover both of these
                                                                                            consumer groups’
approach to skincare.
                                                                                                 needs
     Research also shows consumers are willing to pay the
higher price that these technologically advanced products
                                                                        Will switch brands to try
command because they perceive the ingredients to be                                                     Expect product efficacy with
                                                                    something new, but it must show
expensive, uniquely manufactured and intensively                                                         clinical/scientific backing
                                                                      results for continued loyalty
researched and developed.



                                             Phosphagenics Newsletter | December 2009
  The eLixia™ Range

The Launch Range
The innovative Elixia™ skincare line will include the following range of products, expected on counters early March 2010:



                               Multi action eye Serum                              a natural, daily treatment specifically
                               15ml                                                designed for the delicate eye area.

                                                   Soothing + Anti-Aging + Hydrating = Refreshed, Radiant Eyes




                               nourishing anti-oxidant Serum                       a natural treatment serum for the face, neck and
                               30ml                                                décolletage specifically formulated to promote
                                                                                   natural, radiant skin tone and appearance.

                                              Intensive Repair + Anti-Aging + Potent Anti-oxidant = Maximum Renewal




                               Multi V Moisturiser                                 a light, natural moisturiser to help fight the
                               50ml                                                visible signs of aging, while hydrating and
                                                                                   repairing dry or damaged skin.

                                             Deeply Hydrating + Anti-Aging + Soothing Repair = Younger, Radiant Skin



                              Tinted Multi V Moisturiser                          a natural facial moisturiser tinted with minerals
                              + Sun Protection                                    that nourishes skin while providing light, radiant
                              50ml                                                coverage. Natural broad spectrum sun protection
                                                                                  protects skin from harmful UVa and UVB rays.

                                      Deeply Hydrating + Anti-Aging UV Protection + Soothing Repair = Younger, Radiant Skin




                               cream cleanser                                      a soap-free cream cleanser naturally formulated
                               100ml                                               to gently remove skin impurities and make-up.

                                                      Gentle + Non-irritating + Soap-free = Fresh, Clean Skin



                               Multi V Body Lotion                                 a natural, multivitamin-enriched hydrating
                               100ml                                               body lotion that prevents moisture loss,
                                                                                   and repairs, soothes and softens skin.

                                                          Hydrating + Repair + Refreshing = Healthy Skin




                                          Phosphagenics newsletter | December 2009
  Creating Brand Awareness
THE ELIXIA™ SKINCARE INNOVATION                                         TPM CREATES UNIQUE MARKET POSITION
                              The Elixia™ range is a group of           Elixia™ will differentiate itself in the australian skincare
                              six skincare products developed           market through the use of the patented TPM technology,
                              from Phosphagenics’ topical               giving it a unique market position, and offering exciting
                              pharmaceutical delivery platform,         scientifically proven benefits, which include:
                              built around years of scientific and
                              clinical research, rather than being         • Deep skin hydration
                              developed by a cosmetics                     • Powerful antioxidant properties
                              company or makeup artist.                    • anti-aging formula
    The Elixia™ products are at the forefront of innovative                • Nourishing and repairing skin from the inside out
skincare, with high levels of all nine forms of vitamin E, and a           • Skin looks and feels more youthful, smoother
focus on quality products and naturally derived active                         and regenerated
ingredients that deliver real results.

                                                                                         Naturally Derived Ingredients
  TOCOPHERYL                                       TOCOPHERYL                       Anti-Aging and Firming Action for Skin
    ACETATE                                         PHOSPHATE                                Scientifically Proven
 Currently used                                   Phosphagenic’s
in many skincare                                  unique vitamin E                       Australian Made and Owned
    products                                      used in ELIXIA™

   91% on top of                                     49% on top of
 the skin surface                                    the skin surface
                                                                        RANGE FACTS
       6% inside                                     24% inside
   the epidermis                                     the epidermis
                                                                        Each product in the Elixia™ range contains
                                                4 x greater
                                                                        the following key ingredients:
                                                absorption than
                                                vitamin E acetate
                                                                           •   The unique patented TPM to ensure all the active
                                                                               ingredients in each product are delivered to the
       3% inside                                                               deeper layers of skin, where they can be of
      the dermis                                     27% inside
                                                     the dermis                maximum benefit
                                                9 x greater                •  Vitamins a, C, D and all nine forms of vitamin E.
                                                absorption than               This potent mixture hydrates and nourishes skin,
                                                vitamin E acetate             repairing cell damage and improving the visible
                                                                              signs of aging
                                                                           •  a light fresh fragrance of orange and sandalwood
                                                                              essential oils, and green tea extract
                       Simple Range Philosophy:
                    Potent Actives + Effective Delivery

                                                                           • There are six products in the Elixia™ range
                                                                           • Pack sizes range from 15ml – 100ml
THE SCIENCE BEHIND THE BRAND                                               • Retail prices are between $25 – $50
                                                                           • High-end ‘prestige’ packaging
TPM (Targeted Penetration Matrix)
Phosphagenics’ TPM technology, developed for the
pharmaceutical industry, is the main active ingredient in               FUTURE OPPORTUNITIES
the Elixia™ skincare range. This scientific, multi-functional,
multi-component mixture of tocopheryl phosphates delivers               in addition to the TPM delivery technology, its anti-inflammatory
vitamin E and other naturally derived ingredients, including            ‘healing’ properties mean that there are many opportunities
vitamins a, C, D and F, into the deeper layers of skin, where           to continue to develop the Elixia™ range into categories
they are needed most.                                                   including sun care, healing and baby.



                                                Phosphagenics Newsletter | December 2009
  The Australian Market Opportunity
AUSTRALIAN MARKETING                                                  PHOSPHAGENICS APPOINTS
LAUNCH ACTIVITY                                                       NEW MARKETING MANAGER,
A launch marketing campaign is being developed for the                PERSONAL CARE DIVISION
Australian launch of ElixiA™ in Q1 2010. These days, the                                            Phosphagenics has appointed
typical woman will have access to at least 10 different sources                                     Kristen Kyriakou to the role
of information to understand what she is buying – from online                                       of Marketing Manager –
to magazines, television, word of mouth and friends’ referrals .                                    Personal Care. As part of the
     The ElixiA™ marketing strategy is designed to represent                                        Nutraceuticals team, Kristen
a scientific face and communicate in an emotionally appealing                                       is responsible for the launch
way to women. like most other skincare brands, ElixiA™ will                                         of the ElixiA™ range into the
appeal mainly to women, although we hope our customers                                              Australian market.
will buy the products for their partners, as they will be able                                           Kristen has extensive
to see visible skin-smoothing results that are sought after                                         experience in the cosmetics
by both males and females.                                                                          industry, with particular
     PR will be a key driver in the launch strategy, tapping into     expertise in launching new products into this highly
national media sources, with the key objectives of creating           competitive environment in Australia and key overseas
brand awareness, encouraging trial by consumers and                   markets, including the USA, the United Kingdom and
generating a buzz amongst the beauty editors of leading               New Zealand.
national magazines and online beauty sites.                               With over14 years in consumer retail marketing,
     A dedicated website is also being designed for the ElixiA™       Kristen has spent the last five years as Marketing Manager
brand. Scheduled for a live date early next year, it will coincide    of an Australian cosmetics company, and is experienced
with the launch onto retail shelves, with the aim of positioning      and passionate about the retail beauty industry. As well
ElixiA™ as a skincare brand that does what it says it does.           as strategic development and execution, branding,
it will create an information destination for people looking          promotions, visual merchandising and communication,
for product information, the science behind the brand,                Kristen’s understanding of the retail space and
FAQs and links to relevant sites including Phosphagenics.             relationships with key retailers is essential in driving
                                                                      business for the ElixiA™ brand and launching the
                      www.elixia.com.au
                                                                      new range to Australian consumers.
                                                                          Kristen is looking forward to working with the ElixiA™
                                                                      skincare range, and says, “ElixiA™ has a definite point of
                                                                      difference and a unique position that is sure to create
                                                                      excitement in the marketplace”.
    The site will also feature a membership sign-up area                  “ElixiA™ will enable Phosphagenics to expand into a
for e-newsletters, promotional email communications, and              new market opportunity with a very strong offer – both with
an e-commerce facility. A sampling campaign is planned                people looking for the best in credible beauty products,
during the launch period to encourage site traffic and                and retailers who are always looking for the next big
membership registrations.                                             competitive advantage.”
    Retail training programs are being created, with the aim              COO, Dr Esra Ogru, said that Kristen brings to
of providing store sales people with the information they need        Phosphagenics a valuable knowledge of the Australian,
to communicate the benefits of TPM and sell the ElixiA™               US, European and Asian cosmetic markets.
range to their customers. in-store point of sale and visual               “We are pleased to have Kristen on board as we plan
merchandising material are essential elements in making the           and implement the launch of ElixiA™ in Australia,” she said.
new range as visible as possible to customers at launch.



                                 Phosphagenics Limited | 11 Duerdin Street, Clayton VIC 3168 Australia
                                          Ph: +61 3 9565 1119 | Fax: + 61 3 9565 1151
                                           Security Codes: ASX (POH) ; OTCQX (PPGNY)
                                     www.phosphagenics.com | email: info@phosphagenics.com

				
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