Title of Invention


Abstract N/A
Full Text m^vv
FORM - 2
(39 of 1970)
The Patents Rules, 2003
(See Section 10 and Rule 13)
HINDUSTAN LEVER LIMITED, a company incorporated under the Indian Companies Act, 1913 and having its registered office at Hindustan Lever House, 165/166, Backbay Reclamation, Mumbai -400 020, Maharashtra, India
The following specification particularly describes the invention and the manner in which it is to be performed.

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The invention concerns an article and method whereby p consumers can self-evaluate the most suitable personal care products for their body.
"Mirror mirror on the wall, who's the fairest of them all?". So inquired the wicked witch of the Snow White story. Were the witch to have had benefit of a personalized skin io analysis, perhaps the recommended cosmetic treatment could have elevated her to be the fairest. Alas, she blindly selected her cosmetics without an understanding of those most suitable to her skin type.
Clinique® has for some years provided a slide rule type
15 diagnosis system for in-store advice-. Based on answers to certain questions, a customer is directed to the appropriate cosmetic product(s) .
In-store product recommendation charts based on customer input have not been .very successful. Some of the systems are 20 complicated to operate and interpret. Other systems fail to attract attention. Better systems are necessary than heretofore known for providing an easy to operate, easy to understand and attention grabbing mechanism which can recommend personalized product(s).
25 In a first aspect of the invention, a diagnostic article is provided which includes-.

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(i) a mirror;
(ii) a plurality of attribute selection sites arranged
along or associated with the mirror, the sites
each having a plurality of choice selectors; and £ (iii) an output for recommending at least one personal
care product based upon input from the choice
Attribute selection sites for skin products may be those hosting questions related to a customer's age, skin
id coloration, dryness, sunburn susceptibility, pimple breakout affinity, wrinkle formation, pore size and combinations thereof. Advantageously, there can be from two to twenty but preferably from three to six choice selectors within each of a plurality of attribute selection sites. The sites may
15 range in number from three to thirty, preferably from four to eight.
Activation of one of the selectors in a site will in preferred embodiments preclude concurrent activation of any other selector at that same site. Each of the choice 2D selectors within a site may differ from another by
representing a different degree of the attribute describing the site.
Selectors may be activated by finger pressure against an area designated by a writing as a selector site. Activation 25 of a selector can initiate an electronic transmission signal to an electronic computer. Alternatively activation of a selector can initiate a mechanical transmission not connected to an electrical output. A low cost form of the

output according to the present invention involves use of charts. This may be constructed of either paperboard or plastic. The chart may be a wheel identifying a plurality of personal care products at different locations on the J> wheel. Alternatively it may be a flip-chart of multiple pages or screens held together by a binder such as a loose-leaf ring.
A most important part of the present invention is that of a mirror which in several of the embodiments may be a two-way
if) mirror. A plurality of personal care products, each
identified by an icon (e.g. a pictorial or word mark) may be supported on a screen behind the mirror. A backlight behind the mirror is so arranged to selectively highlight one or more icons. The area of highlighting will relate to the
15 product recommended through a questionnaire.
A still further alternative embodiment is where a membrane keypad is held behind the mirror. Entry of answers to the questionnaire are then indicated by pressing appropriate keys on the membrane keypad.
^0 Further features and advantages of the present invention will become more apparent by consideration of the following drawings in which:
Fig. 1 is a mechanically operated first embodiment
of the diagnostic article according to the present
E5 invention;

WO-2OG4/O60M5- Fig. 2 is a product finder reference chart utilized in combination with the first embodiment;
Fig. 3 is a perspective view of the first embodiment shown arranged on a store shelf;
Fig. 4 is an electronically operated second embodiment of a diagnostic article according to the present invention;
Fig. 5 is a schematic cross-sectional view of the internal mechanism taken along line 5-5 of the second embodiment shown in Fig. 4;
Fig. 6 is an electronically operated third embodiment of a diagnostic article according to the present invention; and
Fig. 7 is the third embodiment according to Fig. 6 which has been activated by customer input to reveal those personal care products most suitable for this particular customer.
Now there has been found a diagnostic article and method which overcomes many of the disadvantages found with previously known ones. No longer is the diagnostic article lacking features of natural human attraction or forbiddingly uninviting. A mirror forms the central focus of the present invention. Humans are invariably attracted to a mirror. For some reason a person's own image is irresistible to view. Once the customer has been attracted to the display, the diagnostic array of questions comes to the customer's

WOTZUOT705DT0S- -KeT7EF2003/004707.
attention and is less daunting than a stand alone questionnaire/recommendation device.
Additionally, the mirror assists a customer in answering certain questions concerning their personal attributes. For instance, a question requesting identification of a person's skin tone becomes easier to answer. A series of different tones may be depicted on or directly adjacent to the mirror. The closest tone is much more easily identified through correlating the color of the face appearing in the mirror with one of the tones of the color array. Other attributes may also interact with feedback from a mirror image. Whether skin is oily or dry can be answered by viewing the mirror reflection.
/>— Fig. 1 illustrates a first embodiment of the present 15 invention. A diagnostic article includes a mirror 2
attached to a support member 4. Elements of the support member include an arm 6 which at one end has an attachment member 8 in the form of a screwable bracket intended to be anchored onto a store shelf 10. Alternative support member ^0 embodiments would include a free-standing support base resting upon the shelf, a spring loaded clamp and an adhesive bond.
A connector member 12 is positioned at an opposite end of the arm distant from the attachment member,and jutting %S outward beyond the shelf.
Fig.. 3 best illustrates the diagnostic article in the context of a store shelf adjacent a variety of cosmetic containers.

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The connector member may be movable or stationary and functioning to join the mirror to the support member. Moveability can be achieved by a ball-in-socket, spring clamp, ratchet, hinge or similar mechanism within the & connector member.
The embodiment shown in Fig. 1 depicts five attribute selection sites along a selector track 14. These attribute selection sites include ones for age 16, color or tone 18, oiliness 20, sunburn susceptibility 22, and pimple breakout J 0 frequency 24.
A moveable lever 2 6 abuts each of the attribute selection sites. This lever can manually be manipulated to be placed adjacent one of the several choice selector positions. For instance, with respect to the sunburn susceptibility is attribute selection site 22, there can be a choice between the "often" 2 8 and "never" 30 choice selector positions.
Another of the attribute selection sites relates to age. There are choice selector positions, along this site for the age groups "16-24", "25-36" and "37-80" seen in Figure 1 as 30 elements 32, 34 and 36.
Directly below is an attribute selection site for skin color or tone. A series of five shades of color or tone are presented at different choice selector positions 38, 40, 42, 44 and 46. An identical color or tone set 48 is arrayed in 35 much larger form across a central face of the mirror. This enlarged set of color or tone on a. prominent face of the mirror helps a customer match their skin as reflected in the


mirror to one of the choice selector colors or tones. Guesswork is eliminated.
A fourth of the attribute selection sites is that for pimple breakout frequency. Along this question printed adjacent E the mirror are two choice selector positions. These are for the answer "often" 50 or "never" 52. In some embodiments, there may be additional intermediate choice selector positions or a continuum of such positions.
The fifth of the attribute selection sites is that of l|o oiliness 20. Here there may be choice selector positions of "oily" 54 and Mry" 56. There also may be several intermediate positions or a continuum of positions.


Upon-a customer having arranged each of the movable levers to a choice selector position along the track, a mechanically operated pre-printed program board becomes oriented into a product selection window 58. In the embodiment of Fig. 1, the window is found at a lower section of the mirror. A key 60 appears within a window. The drawing illustrates the key as the number +2 which has been printed on the program board.

2)0 In its most particular form, the first embodiment involves an approximately 20.32cm (8 inch) mirror. Each movable lever 26 is interconnected along an 1 x 2.5 linkages which ultimately drive a wheel with the program board.
The next step for a customer is to consult a product finder 2/5 set of cards 62 held within a ring binder 64. Fig. 2
illustrates one embodiment of a typical card attached to the

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ring binder. Either in word reference or through a pictorial icon, the product finder card correlates the key identified from the mirror into particular personal care product (s) personalized to the customer. The ring binder 6 with cards can be hung from the same shelf and even supported on the same attachment member as the mirror.
A second embodiment of the present invention is best illustrated in Fig. 4. A housing 66 consolidates the diagnostic article within a single easily portable device, to The housing has a flat bottom wall 68 capable of freestanding on a shelf 70. A front face of the housing is a mirror 72.
A window 74 and a series of choice selectors in the form of buttons 76 are formed on the front mirror face of the }5 housing. A LCD screen 78 is displayed within window 74. Supported inside the housing is a program on a computer board 8 0.

A series of questions are stored in the program. These questions relate to personal questions such as age, skin
0 coloration, dryness, sunburn susceptibility, pimple breakout affinity, wrinkles and pore sizes. When these appear within the window on the LCD screen, each question is considered an attribute selection site within the context of this invention. The customer is requested to answer each
5 attribute question by pressing one of the four buttons 76. For instance, the screen may request the customer's age and list four choices such as "16+", "24+", "35+" and "50+", each positioned over one of the four buttons. Color or skin tone

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may be depicted on the LCD screen as a color icon or in words such as mocha, olive, light honey and ivory. The mirror helps the customer decide by viewing their own face and thereupon providing input to the questions.
$ Once a customer has answered all attribute questions, the program then calculates which is the best personal care product or set of products personalized to the customer.
Alternatively or in addition to the LCD screen printout of best product set, a paper printout 88 can be provided
lot describing the best product(s). Fig. 5 illustrates the printing mechanism. A paper roll 82 is supported within housing 66. Paper is fed from the roll to a printer 84. Power is generated by a battery unit 86. Printout 88 exits the housing through a slot 90. The customer can then tear
|L5 off the printout from the paper roll and retain as a reminder or personal record.
Advantageously the diagnostic article according to the present invention may further include a camera 67 aligned with the mirror 72 for taking an image of the same customer
20 face as mirror reflected. A still further optional aspect of the present invention is that of a wireless phone 69. This phone should be capable of transmitting to a distant central computer such as a central headquarters information provided by the customer. The phone connection will allow
2|5 retransmission from the central location back to the diagnostic article and provide greater informational capability than would be available merely from the store diagnostic equipment.

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Pig. 6 illustrates a third embodiment of the present invention. As with all other embodiments, a mirror 92 is the focus of attention. A series of six attribute selection sites 94-104 are arrayed in a column down a border of the mirror. These sites correspond to questions regarding dryness, pimple breakout affinity, sunburn susceptibility, pore size, wrinkles and skin coloration (and tone), respectively. The question posed for each attribute selection site has from three to six possible answers in the form of choice selector buttons. For instance, the skin dryness attribute site 94 has four possible choice selectors 106-112. These answers may range from oily skin, dry skin, combination skin and sensitive skin, respectively.
The skin coloration or tone attribute site 104 depicts the selection as six colored circles corresponding to a skin tone. Each of these choice selector colors represent an activatable button.
Once all of the questions have been answered by a customer applying finger pressure on an appropriate choice selector, the analyze button 114 is pressed. A pre-programmed computer then provides a recommendation to several personalized products that can be used in a skin care regime. This regime is tailored to the type of skin which the customer has described in their answer response.
Mirror 92 is a two-way mirror which underneath the buttons has a digital keypad for transmitting information to a miniaturized computer network. Anywhere from six to twenty-four regimes can be recommended. Within each regime are

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anywhere from one to six different types of products such as a toner, cleanser, moisturizer and/or conditioner. Color cosmetics may also be recommended and can include facial foundation, lipstick, mascara, blush, eyeliner and nail 6 polish.
Icons depicting the recommended products are placed on transparencies 115 beneath the two-way mirror. The personalized set of products is presented as icons selectively backlighted so that their images shine through ]|o the 'two-way mirror.
Fig. 7 illustrates a backlighting sequence. One of each of the chosen choice selectors of the attribute selection sites is backlighted as well as the analyze button 114. This refreshes the customer's memory and confirms the selected
i.5 answers to the questions along the attribute selection sites. Secondly, backlighting highlights three products suitable for the person pursuant to the questionnaire analysis. Backlighted depictions are presented of bottles for a facial cleanser 116, a body shower gel 118 and a
20 conditioning lotion 120.
Variations of the third embodiment can also be practiced according to the present invention. For instance, the two-way mirror embodiment of Fig. 6-7 can be provided with a membrane keypad underneath the mirror. Questions and a list 45 of potential responses are viewable by scrolling up and down the mirror. The selector choices can be highlighted by an LCD light. Based upon the individual choice selector response, a set of personal care products are then

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recommended. The recommendation is accomplished by triggering a color LCD image behind the two-way mirror. The image of a product bottle can then shine through the mirror. Those icons representing other (non-appropriate) products remain dark and therefore, non-visible to the customer.

Diagnostic articles according to the present invention are particularly suitable for skin but are not limited thereto. For instance, the device of this invention may be applicable to hair, underarm and oral products. Among questions necessary to probe for an appropriate personalized regime for hair treatment include those related to oiliness, color, dandruff susceptibility, age, curliness and thickness. Hair products can be recommended from categories including personalized conditioner, shampoo, styling aid, colorants and hair sprays.
Dental products can also be personalized with the diagnostic article of this invention. Questions that may be placed to a customer include teeth whiteness, number of cavities, breath freshness, taste, packaging type and combinations thereof. Use of the mirror is particularly effective to help customers match their teeth color in response to a question(s) regarding coloration. The mirrors also are useful to have a customer identify the number of cavities which may have been previously filled.
2t The term "comprising" is meant not to be limiting to any subsequently stated elements but rather to encompass non-specified elements of major or minor functional importance. In other words the listed steps, elements or options need '

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not be exhaustive. Whenever the words "including" or "having" are used, these terms are meant to be equivalent to "comprising" as defined above.

1. A diagnostic article comprising :
(i) a two-way mirror;
(ii) a plurality of attribute selection sites arranged along or associated with the mirror, the sites each having a plurality of choice selectors; and
(iii) an output for recommending at least one personal care product based upon input from the choice selectors, and wherein the at least one personal care product is identified by icon, pictorial or trademark on a support behind the two-way mirror.
2. The article as claimed in claim 1 wherein the attribute selection sites are areas hosting questions related to those selected from age, skin coloration, dryness, sunburn susceptibility, pimple breakout affinity, wrinkles, pore sizes and combinations thereof.
3. The article as claimed in claim 1 or claim 2 wherein a plurality of the sites have at least three choice selectors.
4. The article as claimed in any of the preceding claims wherein activation of one of the choice selectors in a site precludes concurrent activation of any other selector at that time site.
5. The article as claimed in any of the preceding claims wherein each of the choice selectors within a site differ from one another by representing a different degree of an attribute describing the site.
6. The article as claimed in any of the preceding claims wherein a choice selector is activated by finger pressure against an area designated as a selector site.
7. The article as claimed in any of the preceding claims wherein activation of a choice selector initiates an electronic transmission signal to a computer program.

8. The article as claimed in any of the preceding claims wherein activation of a choice selector initiates a mechanical transmission not connected to an electronic computer.
9. The article as claimed in any of the preceding claims wherein the output is detailed on one or more charts which recommend one or more personal care products most suitable to a customer.
10. The article as claimed in any of the preceding claims further comprising a backlight behind the mirror arranged to a selectively highlight the icon, pictorial or trademark.
11. The article as claimed in any of the preceding claims further comprising a membrane keypad behind the mirror.
12. The article as claimed in any of the preceding claims wherein the attributes selection sites are areas hosting hair related questions selected from the group consisting of oiliness, color, dandruff susceptibility, age, curliness, thickness and combinations thereof.
13. The article as claimed in any of the preceding claims wherein the attribute selections sites are areas hosting dental questions related to those selected from the group consisting of teeth whiteness, number of cavities, breath freshness, taste, packaging and combinations thereof.
14. The article as claimed in any of the preceding claims further comprising a camera aligned with the mirror focusing on a customer whose image is reflected in the mirror.
15. The article as claimed in any of the preceding claims further comprising a wireless phone transmitting information processed from input from the choice selectors and the information being transmitted to a distant computer.

16. The article as claimed in any of the preceding claims further comprising an array of similarly sized areas each with a different color shade arranged on the mirror for helping to find a color match with that of a facial image reflected in the mirror.

Dated this 6th day of July 2005


732-MUMNP-2005 ABSTRACT(10-02-2010).pdf

732-MUMNP-2005 CLAIMS(AMANDED)-(10-02-2010).pdf

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732-MUMNP-2005-EXAMINATION REPORT REPLY(10-02-2010).pdf

732-MUMNP-2005-FORM 1(10-02-2010).pdf

732-mumnp-2005-form 1(6-7-2005).pdf

732-mumnp-2005-form 13(4-10-2007).pdf

732-mumnp-2005-form 2(complete)-(6-7-2005).pdf

732-mumnp-2005-form 2(granted)-(6-5-2010).pdf

732-MUMNP-2005-FORM 2(TITAL PAGE-10-02-2010).pdf

732-mumnp-2005-form 2(title page)-(complete)-(6-7-2005).pdf

732-mumnp-2005-form 2(title page)-(granted)-(6-5-2010).pdf

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732-mumnp-2005-general power of attorney(5-2-2007).pdf

732-mumnp-2005-pct-search report.pdf



732-mumnp-2005-wo international publication report(6-7-2005).pdf


Patent Number 240377
Indian Patent Application Number 732/MUMNP/2005
PG Journal Number 20/2010
Publication Date 14-May-2010
Grant Date 06-May-2010
Date of Filing 06-Jul-2005
Applicant Address Hindustan Lever House, 165-166, Backbay Reclamation, Mumbai 400 020.
# Inventor's Name Inventor's Address
1 ORTIZ-VALERO CARLOS 654 Bay Avenue, HamptonBays, New York 11946.
2 DEPIANO JR. JHON 15 Blackhorse Lane, Burlington Massachusetts 01803.
3 DZIERSK MARK DIETER 680 Elder Lane, Winnetka,] lllinois 600093.
4 EDDOWERS MILES HUGH Unilever R&D Port Sunlight, Quarry Road,East, Bebington, Wirral Merseyside. CH63 3JW
5 GIBFORD GAIL EILEEN Unilever Home & Personal Care USA 33 Benedict Place, Greenwich Connection 06830.
6 KENNEDY CHRISTINE ELIZABETH Unilever Home & Personal Care USA, 40 Merritt Boulevard, Trumbull Connecticut 06611.
7 PANNOZZO ANTHONY 5 Holden Street, Brookline, Massachusetts 02445.
PCT International Classification Number A45D44/00
PCT International Application Number PCT/EP03/04707
PCT International Filing date 2003-05-01
PCT Conventions:
# PCT Application Number Date of Convention Priority Country
1 10/337466 2003-01-07 U.S.A.