PERSONAL WASH BRAZIL

Transcrição

1 PERSONAL WASH BRAZIL November 2013

2 MARKET EVOLUTION - BRAZIL MARKET = M (+5.7%) Bi R$ VALUE 000 EUR % chg. p.a. % value chg % +9.2% 7% % +30% 94% +5.4% 93% LIQUID BAR VOLUME 000 Lt % chg. p.a. % volume chg 3% +18% 4% % +1.0% 97% -2.6% 96% LIQUID BAR Source: Kantar Panel

3 SOAP BAR x LIQUID BAR LIQUID % -2.6% % % +9.0% +8.2% 10,11 11,02 11, % -7.3% 20,70 22,57 20, VOLUME ('000 Kg) AVG PRICE VOLUME ('000 Kg) AVG PRICE % chg. PA 4 Source: Kantar Panel

4 BAR SOAP PLAYERS % VALUE 26,0 24,1 23,7 23, ,5 13,1 7,6 5,0 6,1 4,9 5,1 5,0 2,9 3,5 3,0 2,9 2,1 2,9 2,1 2,2 COLGATE PALMOLIVE UNILEVER FLORA JOHNSON & JOHNSON RAIMUNDO FONTE NATURA QUIMICA AMPARO MEMPHIS BDF NIVEA SARA LEE % VOLUME 23,6 25,0 24,9 23,4 19,8 16, ,2 6,7 4,0 5,2 3,6 4,4 1,9 2,8 2,6 2,5 3,5 2,3 1,8 1,8 COLGATE PALMOLIVE UNILEVER FLORA RAIMUNDO FONTE JOHNSON & JOHNSON QUIMICA AMPARO BDF NIVEA MEMPHIS NATURA FONTANA Source: Kantar Panel

5 BAR SOAP BRANDS % VALUE 16,1 15,1 13,6 12,4 11,7 10,9 10,8 8, ,5 6,2 6,0 4,9 4,1 4,3 4,0 4,0 2,7 4,9 3,2 2,9 2,9 2,1 1,7 2,3 2,1 2,2 1,6 1,3 1,2 1,1 LUX PALMOLIVE PROTEX FRANCIS DOVE JOHNSON & JOHNSON EVEN ALBANY FLOR DE YPE TODO DIA NIVEA LIFEBUOY PHEBO EKOS SENADOR % VOLUME 19,6 17,9 15,3 16,3 13,2 10,4 7,9 8, ,3 5,8 5,7 5,7 5,2 4,0 3,7 3,8 2,8 3,6 1,9 2,8 2,5 1,3 1,7 1,5 1,1 1,2 1,1 0,9 0,9 0,8 LUX PALMOLIVE FRANCIS PROTEX EVEN ALBANY JOHNSON & JOHNSON DOVE FLOR DE YPE NIVEA LIFEBUOY TODO DIA PHEBO IARA SENADOR Source: Kantar Panel

6 LIQUID SOAP PLAYERS % VALUE 21,9 26,2 21,5 21, ,2 13,0 10,8 8,6 5,7 3,4 3,7 3,3 2,3 1,1 1,4 2,3 1,9 1,6 0,8 1,2 UNILEVER NATURA COLGATE PALMOLIVE AVON GRANADO PHARMACIA JOHNSON & JOHNSON HIDRAMAIS BDF NIVEA O BOTICARIO RECKITT BENCKISER % VOLUME 27,5 22, ,3 13,1 11,7 10,5 7,1 5,7 2,3 3,5 3,4 3,3 1,7 2,8 2,3 2,7 1,9 2,6 2,5 2,1 UNILEVER COLGATE PALMOLIVE NATURA AVON GRANADO PHARMACIA HIDRAMAIS TRICOFACIL VIDAL LIFE BDF NIVEA JOHNSON & JOHNSON Source: Kantar Panel

7 LIQUID SOAP BRANDS % VALUE 9,6 13,3 14,2 12,0 11,5 10,5 10,0 10,0 10,8 8,6 8, ,3 5,7 3,1 4,8 3,9 3,3 3,7 3,2 3,1 2,7 2,9 2,3 2,3 1,1 1,4 1,6 1,5 0,8 1,2 (vazio) LUX TODO DIA PROTEX AVON LIFEBUOY GRANADO INFANTIL EKOS DOVE PALMOLIVE JOHNSONS BABY HIDRAMAIS NIVEA BATH CARE NATURA ERVA DOCE DETTOL % VOLUME 19, ,7 9,7 8,7 7,3 6,2 7,1 5,7 4,4 5,4 3,7 3,5 3,4 3,5 1,7 2,2 3,1 3,0 3,3 2,8 2,3 2,7 3,0 1,9 2,6 1,8 1,6 1,8 0,8 1,5 LUX PROTEX TODO DIA AVON LIFEBUOY DOVE HIDRAMAIS GRANADO INFANTIL PALMOLIVE TRICOFACIL VIDAL LIFE NIVEA BATH CARE EKOS JOHNSONS BABY PREMISSE Source: Kantar Panel

8 SEGMENTATION FAMILY PREMIUM LUXURY PROTECTION ANTIBAC MOISTURIZING

9 SEGMENTATION Care for all family Essential Classical and popular ingredients Luxury Indulgence Elegance / Sophistication Rare and exotic ingredients Protection Health Technology Natural/Medicinal ingredients Moisturization Care Tender Hypoallergenic Soothing effect

10 BAR SOAP SEGMENTATION VALUE SHARE VOLUME SHARE 16,5 7,8 11,9 5,1 12,8 17,7 58,0 70,2 FAMILY PROTECTION ANTIBAC PREMIUM LUXURY MOISTURIZING

11 LIQUID SOAP SEGMENTATION VALUE SHARE VOLUME SHARE 5,1 5,4 30,5 29,6 45,8 44,8 19,6 19,2 FAMILY PROTECTION ANTIBAC PREMIUM LUXURY MOISTURIZING

12 SEGMENTATION FAMILY PREMIUM LUXURY PROTECTION ANTIBAC MOISTURIZING

13 BAR SOAP FAMILY PLATFORM SHARE VOLUME 2012 LUX PALMOLIVE FRANCIS EVEN ALBANY JOHNSON & JOHNSON FLOR DE YPE NIVEA IARA LA FLORE SENSUS 4 ESTAÇÕES POM POM KIMBERLY- CLARK DAVENE VINOLIA FOFO 2,7 1,5 1,3 1,1 0,7 0,6 0,3 0,2 0,1 0,1 9,7 8,5 8,1 7,1 5,4 27,4 25,4

14 LIQUID SOAP FAMILY PLATFORM SHARE VOLUME 2012 LUX HIDRAMAIS TRICOFACIL VIDAL LIFE NIVEA BATH CARE PALMOLIVE JOHNSONS BABY PREMISSE FOLHA NATIVA KELMA RUMOVERDE TURMA DA MÔNICA DAVENE ALBANY JOHNSONS SOFT 9,5 8,0 7,8 7,3 6,9 5,1 4,3 3,2 2,9 2,2 1,3 1,2 0,6 0,5 38,8

15 FAMILY PLATFORM Wide range to cover different bath expectations. From classical notes to gourmand notes. LUX UL Macadamia Delight Pear Temptation Blackberry Desire Strawberry Surprise Dream Bouquet Petals Softness Wine Touch Irresistible Freshness Guarana Energy First Kiss Lavender Breeze Mint Enchanting Breeze Glow Cherry Touch Apricot Touch

16 FAMILY PLATFORM More dynamic in bar soaps focusing on ingredients cosmetic attributes. Very classical profiles. PALMOLIVE CP Intensive Hydration Karite Moisturizes Health Nourishes & Nourishes & Intense Delicious & Perfumes Hydration Moisturizes Perfumes Renewal Nourishment Milk and Rose Petals Aloe and Olive Almond Oil and Lanolin Fruit Extract Pomegranate Yogurt and Royal Jelly Radiant Hydration Yogurt and Fruits Delicious Hydration Yogurt and Almond Oil Soft Exfoliation Coconut and Cotton Luminous Feeling Argan Oil & Oil-Complex Renewing Softness Coconut and Cotton Relax Lavender and Ylang Ylang

17 FAMILY PLATFORM Strong presence in bars, covering different bath expectations. All of them influenced by the brand perfume heritage. FRANCIS FLORA White Flowers Extract Yogurt with Peach Sandalwood & Wild Honey Olive & Macadamia Oils Lavender & Exotic Fruits Milk with Red Fruits Cereals, Oats & Wheat Green Tea & Fennel

18 FAMILY PLATFORM Family positioning Ingredient driven Men and woman variants ALBANY FLORA Daily Hydration Soft Hydration Exfoliating Hydration Control Mentol

19 FAMILY PLATFORM Totally independent lines cross formats Ingredient driven Bar: baby smell heart JOHNSON S J&J Herbal Essential Oils Rose & Jasmine Essential Oils Lavender & Rosemary Essential Oils Almond Oil Fennel Tea & Chamomile Honey & Orange Blossom Vanilla Cream & Oat Escape Apricot & Caramel Revive Water Lily & Eucalyptus Imagine Roses & Sandalwood Awake Green Leaves & Bergamot

20 FAMILY PLATFORM Perfumistic approach even being in the family segment. Simple concepts, with glycerin FLOR DE YPÊ Q.AMPARO Nature Mysteries Radiant Temptation Flower Secrets Sweet Freshness Perfumed Beauty Floral Romance

21 FAMILY PLATFORM Totally independent lines cross formats: Showers with more sensorial attributes Bars related to ingredients Intimate conveys comfort NIVEA BDF Milk Bamboo & Orange Blossom Pomegranate & Milk Proteins Lemon Herb & Oils Chamomile & Cotton Flowers Oat Flowers & Aloe Vera Fennel & Oils Coconut & Almond Oil Creme Soft Cashmere Moments Happy Time Pearl & Beauty Fennel Therapy Sunny Melon & Oil Water Lilly & Oil Natural Oil For Men Sport For Men Active 3 Intimate Double Effect Intimate Soft Intimate Natural

22 FAMILY PLATFORM LA FLORE DAVENE Cherry Blossom Vanilla Blossom Lavender Blossom Fennel Blossom Passion Flower

23 FAMILY PLATFORM LA FRUTA DAVENE Blueberry Macadamia Strawberry Tangerine

24 FAMILY PLATFORM DAVENE DAVENE Fennel Lavender Red Fruits Oats Sicilian Lime

25 FAMILY PLATFORM Positioned as family platform, classical and slightly functional profiles Very well accepted by northeast consumers. Best seller: Fennel variant EVEN RAYMUNDO DA FONTE Seaweed Extract & Lavender Aloe Vera & Mint Fennel & Rosemary Flowers Extract & Buriti Peach Blossom & Passion Fruit Pitanga & Acerola

26 FAMILY PLATFORM Even being positioned as family platform, its approach is very perfumistic: Classical fragrances, inspired by international fine fragrances PARIGGI RAYMUNDO DA FONTE Attraction Emotion Passion Seduction

27 COLGATE PALMOLIVE UL FLORA J&J FOUGERE GREEN BAR SOAP Family Platform AROMATIC SPICY AMBERY GREEN AROMATIC GRAPE FRUIT GREEN AROMATIC GREEN APPLE/PEAR REDFRUIT / BERRY PEACH / APRICOT WATER FRUIT EDIBLE AQUEOUS GREEN AROMATIC Source: Kantar Panel 2013 Data 2012 Last Update: Date 12/03/2013 ALDEHYDIC SPICY ROSE WHITE FLOWER WOODY EDIBLE MUSKY FLORIENTAL WHITE FLOWER WOODY POWDERY AMBERY SPICY ORIENTAL = New Launch 2012/2013 WOODY AMBERY EDIBLE EDIBLE CHOCOLATE GREEN WOODY AROMATIC SPICY CHYPRE GREEN WOODY FRANCIS FRANCIS FRANCIS FRANCIS 12Sandalo e Mel Sivestre Leite com Flores Vermelhas 12 Lavanda e Frutas Exóticas Extrato de Flores Brancas Floral Powdery Chypre FRANCIS FRANCIS FRANCIS Chá Verde e Erva Doce Iogurte com Pêssego 12Óleos de Oliva e Macadâmia Musk Musk FRANCIS ALBANY Cereais Aveia e Trigo Hidratação Diária ALBANY ALBANY ALBANY ALBANY 12HOMEM 12 HOMEM Hidratação Suavizante Hidratação Esfoliante Controle Mentol Amber LUX Frescor Irresistível Citrus LUX Energia do Guaraná Peach LUX Primeiro Beijo Green Apple LUX Surpresa de Morango Red Fruit LUX Buquê dos Sonhos Powdery LUX Brisa de Lavanda LUX Desejo de Amora Red Fruit LUX Suavidade das Pétalas LUX Toque de Vinho LUX Delícia de Macadâmia Edible LUX Tentação de Pera Pear PALMOLIVE NATURALS Romã PALMOLIVE NATURALS Extratos de Frutas Citrus PALMOLIVE NATURALS Iogurte & Frutas Green PALMOLIVE NATURALS Karité Musk PALMOLIVE NATURALS Iogurte & Geléia Real PALMOLIVE 13 NATURALS Argan & Oil complex Powdery 12 PALMOLIVE NATURALS Coco & Algodão Musk PALMOLIVE NATURALS Óleo de Amêndoas & Lanolina Citrus PALMOLIVE NATURALS Aloe & Oliva PALMOLIVE NATURALS Leite & Pétalas de Rosa Musk PALMOLIVE NATURALS Iogurte & Óleo de Amendoas Musk J&J Óleos Essenciais de Lavanda e Alecrim Powdery J&J Chá de Erva Doce e Camomila Herbaceous J&J Óleos Essenciais de Rosa e Jasmim Powdery J&J Óleo de Amêndoas Spice J&J Óleos Essenciais Herbais Powdery J&J Creme de Baunilha e Aveia J&J Mel e Flor de Laranjeira Honey

28 Aldehydic Fruity Green Rose Aromatic White Flowers Edible Oriental Citrus Floral Floral Citrus Edible Aromatic Lavender Green Fruity Green Floral Ambery Edible Aromatic Amber Fruity Aldehydic SUB FAMILIES 2012 FAMILIES BAR SOAP FAMILY PLATFORM OLFACTIVE PROFILE ,3% 66,8% 11,5% 10,7% 4,6%4,1% % VOLUME Floral Fruity Fougere Citrus Oriental Floriental FOUGERE ORIENTAL FLORIENTAL Olfactive Profile: Cosmeticidade, Cuidado, Clássicos, Aromáticos, Refrescância Source: KANTAR Top variants - Volume

29 SEGMENTATION FAMILY PREMIUM LUXURY PROTECTION ANTIBAC MOISTURIZING

30 BAR SOAP PREMIUM / LUXURY PLATFORM SHARE VOLUME 2012 FRANCIS TODO DIA PHEBO SENADOR FLOR DE YPE LUX ALMA DE FLORES EKOS EVEN GRANADO CUIDE-SE BEM NATURA CRIANÇA AVON NATIVA SPA SENSUS AMOR EM MOVIMENTO BIOGRAFIA LILY ESSENCE SR. N CAPRICHO THATY 14,0 11,4 7,8 6,7 4,7 4,5 4,0 2,6 1,1 0,7 0,7 0,7 0,5 0,5 0,2 0,1 0,1 0,0 0,0 0,0 39,1

31 LIQUID SOAP PREMIUM / LUXURY PLATFORM SHARE VOLUME 2012 TODO DIA AVON GRANADO INFANTIL EKOS FIORUCCI NATURA ERVA DOCE NATIVA SPA MAMÃE E BEBE GRANADO TRAD JEQUITI NATURA AGUAS BOTI RACCO ALMA DE FLORES CAPRICHO EUDORA 2,9 2,8 2,2 1,8 0,7 0,5 0,4 0,3 0,2 0,2 0,1 6,3 8,0 13,7 24,8 27,3

32 PREMIUM / LUXURY PLATFORM Very premium variants High perfumation Better base quality Inspired by international fine fragrances LUX UL Magic Spell Black Orchid & Juniper Oil Secret Bliss Egyptian Violet & Elemi Oil Dream Delight Arabian Jasmine & Orange Oils

33 PREMIUM / LUXURY PLATFORM Market reference on luxury in soap Perfume approach Limited edition in palm base with premium ingredients claim FRANCIS FLORA Grasse Lavender Sintra Fig Tree Versailles Roses Luxembourg Roses Giverny Roses Provence Roses Marseille Flowers Orleans Iris Genève Flowers Nice Gardens

34 PREMIUM / LUXURY PLATFORM Low price positioning Based on traditional ingredients. Concepts & fragrances mix mass & niche inspirations (Lux+Natura) EVEN LUXO RAYMUNDO DA FONTE Irresistible Softness Almond Oil & Cocoa Invigorating Energy Guarana & Pomegranate Refreshing Hydration Lemon & Açai Radiant Renewal Macadamia & Cinnamon Sensual Touch Roses Moisturizer & Vanilla

35 PREMIUM / LUXURY PLATFORM Perfumistic approach: Classical fragrances, inspired by international fine fragrances PARIGGI LUXO RAYMUNDO DA FONTE Attraction Emotion Passion Seduction

36 PREMIUM / LUXURY PLATFORM FLOR DE YPÊ Q.AMPARO Vitality Seduction Enchantment Freshness Beauty

37 PREMIUM / LUXURY PLATFORM Recognized by its natural approach and experiential fragrances. Positioned as premium and aspirational image. TODODIA NATURA Macadamia Red Fruits Rosemary & Sage Cotton Mulberry & Almond Orchid Jasmine Fresh Bergamot

38 PREMIUM / LUXURY PLATFORM Recognized by its natural approach and fragrances Ingredient driven EKOS NATURA Green Mate Passion Fruit Pitanga Cocoa Brazilian Nut Andiroba Buriti Açai Exfoliating Açai Creamy Passion Fruit Pitanga Kits: 1- Cacau / Cupuaçu / Brazilian Nut / Andiroba 2- Black Pitanga / Yellow Pitanga / Pitanga / Exfoliating Pitanga 3- Pitanga / Andiroba / Buriti / Passion Fruit

39 PREMIUM / LUXURY PLATFORM Imprinting smell ERVA DOCE NATURA Fennel

40 shower foam shower mousse PREMIUM / LUXURY PLATFORM Wide range to cover different bath expectations Experiential profiles Spa concept. NATIVA SPA O BOTICÁRIO Verbena + Aloe Vera Lemon Balm + Rosemary Seaweed Violet Pitanga Guarana Passion Fruit Mulberry Açai Plum Pomegranate Monoï & Argan Argilotherapy Lime & + Caja + Sandalwood Patchouli

41 PREMIUM / LUXURY PLATFORM Experiential fragrances Ingredient driven CUIDE-SE BEM O BOTICÁRIO Milk & Honey Chamomile & Mallow Strawberry & Milk Almond & Vanilla Fennel Rose & Licorice Red Fruits & Hazelnut Pear & Orchid Intimate Soft Intimate Floral

42 PREMIUM / LUXURY PLATFORM Traditional & masculine notes Inspired by fine fragrances SENADOR MEMPHIS Classic Seduction Platinum Sport Explorer

43 PREMIUM / LUXURY PLATFORM ALMA DE FLORES MEMPHIS Classic Champagne Jasmine Vanilla

44 PREMIUM / LUXURY PLATFORM Outdoor & natural appeal Glycerin base PHEBO GRANADO Roses Scent Naturelle Amazonian Lavender Touch Morning Freshness Tropical Breeze Spring Flowers Orient Root

45 PREMIUM / LUXURY PLATFORM PHEBO MEDITERRÂNEO GRANADO Provence Lavender Turkey Fig Egypt Tuberose Sicilian Lemon

46 PREMIUM / LUXURY PLATFORM PHEBO PERFUMARIA FINA GRANADO Carnival Lychee & Pepper Imperial Rose Amber Bracken Guamá Muaná

47 PREMIUM / LUXURY PLATFORM ÁGUAS DE PHEBO GRANADO Roses Neroli Lavender Iris Citrus

48 PREMIUM / LUXURY PLATFORM GRANADO GLICERINA GRANADO Traditional Sea Weed Honey Almond Fennel

49 PREMIUM / LUXURY PLATFORM GRANADO TERRAPEUTICS GRANADO Calendula Hamamelis Benjoin Brazilian Nut Ylang Ylang Açai

50 PREMIUM / LUXURY PLATFORM GRANADO BEBÊ GRANADO Traditional Fennel Lavender

51 PREMIUM / LUXURY PLATFORM GRANADO ANTISSÉPTICO GRANADO Traditional Fresh Sport

52 PREMIUM / LUXURY PLATFORM GRANADO TRATAMENTO GRANADO Lanoline Sulfur Coconut Sulfur 10%

53 PREMIUM / LUXURY PLATFORM GRANADO VINTAGE GRANADO Alfazol Benjoim Salomé Super Fine A Dream

54 PREMIUM / LUXURY PLATFORM GRANADO GRANADO Flora Mirabilis Folia Mirabilis Terra Mirabilis

55 PREMIUM / LUXURY PLATFORM L Occitane apresenta L Occitane au Brésil Duas primeiras linhas da nova marca exploram jenipapo e mandacaru L OCCITANE AU BRÉSIL L OCCITANE O Brasil motivou a L Occitane a criar uma marca exclusivamente inspirada em biomas nacionais, a L Occitane au Brésil. E fora a natureza do País o que animou a companhia francesa, claro, foi também o fato de o País ser o terceiro maior mercado do mundo para cosméticos, atrás de Estados Unidos e Japão. As duas primeiras linhas que estarão nas lojas, num total de 18 produtos, são feitas a partir de jenipapo (bioma cerrado) e mandacaru (da caatinga). E o planejamento da marca é ter mais de 100 itens até A linha jenipapo terá, inicialmente, colônia, loção hidratante, sabonete líquido em óleo, sabonete em barra, xampu, condicionador, leave-in e máscara para os cabelos; já a de mandacaru terá colônia, esfoliante corporal, sabonete líquido em creme, creme corporal, creme de mãos e sabonetes em barra (normal e esfoliante). A divulgação dos produtos inicialmente será restrita aos pontos de venda e, depois, em mídia impressa (com peças que devem ser criadas pela Lew Lara). O lançamento da L Occitane au Brésil para a imprensa contou com a presença do CEO global da L Occitane, Reinold Geiger, e do fundador e atual diretor criativo global, Olivier Baussan. Já Benjamin Beaufils, diretor geral do grupo L Occitane no Brasil, destacou que o País tem uma energia única. O Brasil atende o fator aspiracional e tem tradição em cuidados de beleza, ressaltou. Os produtos estarão nas 89 lojas da L Occitane a partir de 15 de maio e devem custar entre 30 e 40% menos que os da própria L Occitane en Provence, pois serão produzidos localmente. Inicialmente, as novas linhas serão vendidas dentro das lojas L Occitane en Provence, depois em quiosques nos shoppings até finalmente serem comercializados em lojas próprias. A identidade institucional da marca foi desenvolvida pela B+G e ilustrada por Marilda Castanha, as embalagens por sua vez contaram com colaboração de artistas como o pernambucano Manassés Borges e Andrés Sandoval. Já o mobiliário para a marca nas lojas foi desenvolvido por Marcelo Rosenbaum, que também vai arquitetar as futuras lojas L Occitane au Brésil. A partir de 2014, a nova marca estará em todos os demais países onde a L Occitane atua.

56 GRANADO UL FLORA MEMPHIS NATURA BOTICARIO FOUGERE GREEN BAR SOAP Premium/Luxury Platform AROMATIC SPICY AMBERY GREEN AROMATIC GRAPE FRUIT GREEN AROMATIC GREEN APPLE/PEAR REDFRUIT / BERRY PEACH / APRICOT WATER FRUIT EDIBLE AQUEOUS GREEN AROMATIC ALDEHYDIC SPICY ROSE WHITE FLOWER WOODY EDIBLE MUSKY FLORIENTAL WHITE FLOWER WOODY POWDERY AMBERY SPICY ORIENTAL WOODY AMBERY EDIBLE EDIBLE CHOCOLATE GREEN WOODY AROMATIC SPICY CHYPRE GREEN WOODY FRANCIS EDIÇÃO LIMITADA Lavandas de Grasse Powdery FRANCIS EDIÇÃO LIMITADA Figueiras de Sintra Musk FRANCIS Iris de Orleans Musk FRANCIS Rosas de Luxemburgo Green FRANCIS Rosas de Versailles Chypre FRANCIS Rosas de Provance Chypre FRANCIS Rosas de Giverny Musk FRANCIS Flores de Marseille LUX FRAGRANCIAS FINAS Magical Spell Oriental LUX FRAGRANCIAS FINAS Secret Bliss Fruity LUX FRAGRANCIAS FINAS Dream Delight Citrus PHEBO Naturelle PHEBO Brisa Tropical Mint PHEBO Odor de Rosas woody PHEBO Toque de Lavanda PHEBO Raiz do Oriente Spice PHEBO Frescor da Manhã PHEBO Amazonian Powdery PHEBO Flores da Primavera woody SENADOR Classic SENADOR Sport SENADOR Platinum SENADOR Explorer Powdery SENADOR Seduction Aromatic ALMA DE FLORES Baunilha Vanilla ALMA DE FLORES Clássico Musk ALMA DE FLORES Jasmim Aldehydic ALMA DE FLORES Champagne Aldehydic NATIVA SPA Algas Aqueous TODODIA Alecrim e Sálvia Green NATIVA SPA Melissa e Alecrim EKOS Maracujá Floral 13 TODODIA Macadamia TODODIA Bergamota Edible NATIVA SPA Argiloterapia - EKOS Mate Verde Herbaceous NATIVA SPA Romã TODODIA Frutas Vermelhas Green EKOS Açai Musk NATIVA SPA Guarana Guarana NATIVA SPA Maracuja e Caja Edible TODODIA Amora e Amendoas Musk EKOS Buriti Fruity ERVA DOCE Herbaceous NATIVA SPA Verbena e Aloe Herbaceous NATIVA SPA Pitanga Fruity TODODIA Jasmim TODODIA Orquidea Powdery EKOS Pitanga Green EKOS Andiroba Citrus NATIVA SPA Violeta Green NATIVA SPA Amora e Sandalo TODODIA Algodão Aldehydic NATIVA SPA Monoi e Argan Powdery NATIVA SPA Ameixa EKOS Castanha Citrus = New Launch 2012/2013 NATIVA SPA Açai Musk Source: Kantar Panel 2013 Data 2012 Last Update: Date 12/03/2013

57 Spice Citrus Ambery Floral Aromatic Aqueous Green Herbaceous Fruity Green Aromatic Citrus Aldehydic Floral Edible Floral Tropical Fruit Fruity Aldehydic Fruity Citrus Citrus Floral SUB FAMILIES 2012 FAMILIES BAR SOAP PREMIUM / LUXURY PLATFORM OLFACTIVE PROFILE ,4% 36,3% 25,0% 20,6% 10,6% 3,3% % VOLUME Fougere Citrus Floral Fruity Floriental Oriental Green FOUGERE FLORIENTAL ORIENTAL GREEN Olfactive Profile: Luxo, Glamour, Beleza, Conforto Source: Nielsen Top 40 variants - Volume

58 SEGMENTATION FAMILY PREMIUM LUXURY PROTECTION ANTIBAC MOISTURIZING

59 BAR SOAP MOISTURIZING PLATFORM SHARE VOLUME 2012 DOVE 81,5 BIOCREMA 13,2 PALMOLIVE 3,7 HIDRATTA 1,6

60 LIQUID SOAP MOISTURIZING PLATFORM SHARE VOLUME 2012 DOVE 84,5 PALMOLIVE 14,9 BIOCREMA 0,6

61 MOISTURIZING PLATFORM Strong positioned as skin care and reinforced by latest launches Independent moves in shower gel from bars DOVE UL Beauty Cream Bar Firming Daily Exfoliation Go Fresh Hydration Go Fresh Energizing Go Fresh Rebalance Baby Creamy Comfort Karité & Vanilla Men Care Extra Fresh Men Care Clean Comfort Summer Care Deep Nourishment Sensitive Skin Soft Exfoliation Cherry Tree & Almonds Jasmine & Honey Roses Perfume & Cocoa Intimate Neutral Intimate FreshCare Beauty Cream Wash

62 MOISTURIZING PLATFORM BIOCREMA MEMPHIS Moisturizing Action Milk Proteins Oats & Milk Balanced Hydration Fennel Renewal Exfoliating For Men Speed Care For Men Smart Care Protect Orange Blossoms Protect Honey & Propolis Intimate

63 MOISTURIZING PLATFORM Moisturizing approach Very comfortable and nice note inspired by Flower by Kenzo type. PALMOLIVE NUTRIMILK CP Moisturizing Exfoliating Double Hydration

64 MOISTURIZING PLATFORM HYDRATTA FLORA Intensive Hydration with Milk Proteins Daily Hydration with Oats Extract Refreshing Hydration with Aloe Vera Extract Renewing Hydration with Exfoliating Particles Soft Care Delicate Care Perfumed Care

65 MOISTURIZING PLATFORM EVEN HIDRACREME RAYMUNDO DA FONTE Creamy Soap Firming Exfoliating Fennel

66 COLGATE PALMOLIVE UL FLORA FOUGERE GREEN AROMATIC SPICY AMBERY GREEN AROMATIC GRAPE FRUIT GREEN AROMATIC GREEN APPLE/PEAR REDFRUIT / BERRY PEACH / APRICOT WATER FRUIT EDIBLE AQUEOUS GREEN AROMATIC Source: Kantar Panel 2013 Data 2012 Last Update: Date 12/03/2013 ALDEHYDIC SPICY ROSE WHITE FLOWER WOODY EDIBLE MUSKY FLORIENTAL WHITE FLOWER WOODY POWDERY AMBERY SPICY ORIENTAL = New Launch 2012/2013 WOODY AMBERY EDIBLE EDIBLE CHOCOLATE GREEN WOODY AROMATIC SPICY CHYPRE GREEN WOODY BAR SOAP Moisturizing Platform DOVE MEN CARE Extra Fresh DOVE GO FRESH Hidratação Fresca DOVE Original Musk DOVE CREAMY COMFORT Karite & Vanilla Musk DOVE MEN CARE Clean Comfort DOVE GO FRESH Energizante Citrus DOVE Firming Green DOVE Esfoliação Musk DOVE Baby Powdery PALMOLIVE NUTRIMILK Hidratante Powdery PALMOLIVE NUTRIMILK Esfoliante Powdery PALMOLIVE NUTRIMILK Dupla Hidratação Powdery HYDRATTA Hidratação Refrescante Aldehydic HYDRATTA Hidratação Intensiva Powdery HYDRATTA Hidratação Renovadora Musk HYDRATTA Hidratação Diária Powdery HYDRATTA BABY Cuidado Perfumado Powdery HYDRATTA BABY Cuidado Delicado Powdery HYDRATTA BABY Cuidado Suave powdery

67 Aldehydic Floral Fruity Floral Ambery Green SUB FAMILIES 2012 FAMILIES BAR SOAP MOISTURIZING PLATFORM OLFACTIVE PROFILE ,8% 7,2% 2,0% % VOLUME Floral Oriental Citrus ORIENTAL Olfactive Profile: Cosmeticidade, Cuidado, Clássicos, Aromáticos, Refrescância Source: Nielsen Top 40 variants - Volume

68 SEGMENTATION FAMILY PREMIUM LUXURY PROTECTION ANTIBAC MOISTURIZING

69 BAR SOAPS PROTECTION / ANTIBAC PLATFORM SHARE VOLUME 2012 PROTEX 73,2 LIFEBUOY 14,7 DETTOL 7,0 4,3 PROTEGE 0,8

70 LIQUID SOAPS PROTECTION / ANTIBAC PLATFORM SHARE VOLUME 2012 PROTEX 58,7 LIFEBUOY 36,7 DETTOL 4,5

71 PROTECTION / ANTIBAC PLATFORM Wide range in bar, shower gel and liquid hand soap. Natural approach Ingredient driven PROTEX CP Fennel Oat Propolis Aloe Mild Balance Ultra Fresh Cream Vitamin E Deep Sports Energy Power Cleaning

72 PROTECTION / ANTIBAC PLATFORM More functional and Bath character Best Seller: Total variant same as in Asia LIFEBUOY UL Total Cream Nature Fresh Fennel Vitaprotect Oat

73 NO TOUCH PROTECTION / ANTIBAC PLATFORM DETTOL R&B Original Skincare Fresh ActiveDeo Mild Cool Green Tea & Ginger Grapefruit Cucumber

74 PROTECTION / ANTIBAC PLATFORM RAYMUNDO DA FONTE Active Ultra Alfazema Fresh Roses Fennel

75 PROTECTION / ANTIBAC PLATFORM PROTEGE FLORA Minerals Refreshing Creamy Honey & Almond

76 PROTECTION / ANTIBAC PLATFORM YPÊ ACTION Q.AMPARO Original Care Fresh

77 PROTECTION / ANTIBAC PLATFORM NIVEA BDF Suave Fresh

78 RECKITT BENKISER UL COLGATE PALMOLIVE FLORA FOUGERE GREEN AROMATIC SPICY AMBERY GREEN AROMATIC GRAPE FRUIT GREEN AROMATIC GREEN APPLE/PEAR REDFRUIT / BERRY PEACH / APRICOT WATER FRUIT EDIBLE AQUEOUS GREEN AROMATIC Source: Kantar Panel 2013 Data 2012 Last Update: Date 12/03/2013 ALDEHYDIC SPICY ROSE WHITE FLOWER WOODY EDIBLE MUSKY FLORIENTAL WHITE FLOWER WOODY POWDERY AMBERY SPICY ORIENTAL = New Launch 2012/2013 WOODY AMBERY EDIBLE EDIBLE CHOCOLATE GREEN WOODY AROMATIC SPICY CHYPRE GREEN WOODY BAR SOAP Protection/Antibac Platform PROTEX Suave PROTEX Ultra PROTEX Vitamina E PROTEX Aloe Aqueous PROTEX Balance PROTEX Propolis PROTEX Aveia Floral PROTEX Fresh Aldehydic PROTEX Erva Doce Herbaceous PROTEX Limpeza Profunda Fruity PROTEX Cream 12 PROTEX MEN Energy Aqueous 12 PROTEX MEN Sport Mint LIFEBUOY Vitaprotect LIFEBUOY Fresh Green LIFEBUOY Aveia Aldehydic LIFEBUOY Cream Aldehydic LIFEBUOY Nature Floral LIFEBUOY Total Lavender DETTOL Fresh Floral DETTOL Cool Mint DETTOL Original Mint DETTOL Active Deo Fruity DETTOL Skincare Powdery 12 DETTOL Suave Powdery PROTEGE Minerais PROTEGE Refrescante Mint PROTEGE Mel e Amêndoas Fruity PROTEGE Cremoso

79 Spice Ambery Aromatic Fruity Aldehydic Green Powdery Aromatic Citrus Floral Fruity Floral SUB FAMILIES 2012 FAMILIES BAR SOAPS PROTECTION / ANTIBAC PLATFORM OLFACTIVE PROFILE ,4% 43,8% 7,8% % VOLUME Fougere Floral Citrus FOUGERE Olfactive Profile: Verde Natural, Frescor Cítrico, Saúde, Limpeza, Antibacterial Source: Nielsen Top 40 variants - Volume

80 OLFACTIVE CONCLUSIONS

81 BAR SOAP OLFACTIVE PROFILE Best Smeller Evaluation Expertise Best Seller Kantar 2012 Imprinting Smell Traditional childhood / past memory New Routes Innovative olfactive routes on latest launches Trickle down Fine fragrance inspirations Best Performer Evaluation expertise

82 BAR SOAP OLFACTIVE PROFILE Best Smeller Best Seller Imprinting Smell New Routes Best Performer Trickle Down

83 TOP 30 OTHERS FOUGERE GREEN BAR SOAP Top 30 Source: Kantar Panel 2013 Data 2012 AROMATIC SPICY AMBERY GREEN AROMATIC GRAPE FRUIT GREEN AROMATIC GREEN APPLE/PEAR REDFRUIT / BERRY PEACH / APRICOT WATER FRUIT EDIBLE AQUEOUS GREEN AROMATIC ALDEHYDIC SPICY ROSE WHITE FLOWER WOODY EDIBLE MUSKY FLORIENTAL WHITE FLOWER WOODY POWDERY AMBERY SPICY ORIENTAL WOODY AMBERY EDIBLE EDIBLE CHOCOLATE GREEN WOODY AROMATIC SPICY CHYPRE GREEN WOODY EVEN SUAVE Algas Marinhas Herbaceous BR #18 PROTEX Aveia Floral BR #21 LUX Energia do Guaraná Peach BR #15 LUX Surpresa de Morango Red Fruit BR #5 LUX Buquê dos Sonhos Powdery BR #1 PROTEX Erva Doce Herbaceous BR #17 PALMOLIVE NATURALS Karité Musk BR #2 PALMOLIVE NATURALS Aloe & Oliva BR #3 PALMOLIVE NATURALS Leite & Pétalas de Rosa Musk BR #6 LUX Delícia de Macadâmia Edible BR #12 LUX Frescor Irresistível Citrus BR #7 PROTEX Propolis BR #26 PROTEX Balance BR #27 EVEN SUAVE Aloe Vera e Maça Verde Green BR #19 EVEN SUAVE Erva Doce Herbaceous BR #11 LUX Primeiro Beijo Green Apple BR #8 PALMOLIVE NATURALS Óleo de Amêndoas & Lanolina Citrus BR #9 DOVE Original Musk BR #4 FRANCIS Iogurte com Pêssego Musk BR #10 J&J Óleo de Amêndoas Spice BR #23 LUX Tentação de Pera Pear BR #20 FRANCIS Óleos de Oliva e Macadâmia BR #22 J&J Chá de Erva Doce e Camomila Herbaceous BR #29 LUX Desejo de Amora Red Fruit BR #13 LUX Toque de Vinho BR #14 PROTEX Cream BR #30 PALMOLIVE NATURALS Extratos de Frutas Citrus BR #24 PROTEX Limpeza Profunda Fruity BR #16 FRANCIS Extrato de Flores Brancas Chypre BR #28 J&J Óleos Essenciais Herbais Powdery BR #25

84 Aldehydic Fruity Green Aromatic Rose Floral White Flowers Powdery Citrus Edible Oriental Aromatic Spice Ambery Fruity Lavender Citrus Green Floral Citrus Edible Tropical Fruit Fruity Floral Green Aromatic Aqueous Herbaceous Ambery Edible Floral Aromatic Fruity Citrus Amber Fruity Aldehydic Citrus Floral SUB FAMILIES 2012 FAMILIES BAR SOAP OLFACTIVE ROUTE OF MAJOR VARIANTS ,8% 62,6% 17,4% 8,8% 5,7% 3,5% % VOLUME Floral Fougere Fruity Citrus Oriental Floriental Green FOUGERE ORIENTAL FLORIENTAL GREEN Source: Kantar Panel BASE: 70% of market volume

85 LIQUID SOAP OLFACTIVE PROFILE Best Smeller Best Seller Imprinting Smell New Routes Best Trickle down Performer Best Trickle Down Performer

86 OTHERS TOP 30 FOUGERE GREEN FLORIENTAL ORIENTAL EDIBLE WOODY CHYPRE GREEN AROMATIC SPICY AMBERY GREEN AROMATIC GRAPE FRUIT AROMATIC GREEN APPLE/PEAR REDFRUIT / BERRY PEACH / APRICOT WATER FRUIT EDIBLE AQUEOUS GREEN AROMATIC ALDEHYDIC SPICY ROSE WHITE FLOWER WOODY EDIBLE MUSKY WHITE FLOWER WOODY POWDERY AMBERY SPICY WOODY AMBERY EDIBLE CHOCOLATE GREEN AROMATIC SPICY GREEN WOODY LIQUID SOAP Top 30 NATURA MAMÃE BEBÊ Powdery BR #28 NIVEA Erva Doce Floral BR #18 LUX Desejo de Amora Musk BR #1 AVON Erva Doce Herbaceous BR #12 PROTEX Cream BR #2 PROTEX Aveia Aromatic BR #7 LUX Delícia de Macadâmia Edible BR #16 LUX Brilhe Fruity BR #26 PROTEX Balance BR #6 PROTEX Propolis BR #13 PROTEX Fresh BR #20 TODODIA Frutas Vermelhas Green BR #14 EKOS Maracujá Floral BR #27 LUX Tentação de Pera Musk BR #10 LIFEBUOY Nature Floral BR #15 PROTEX Erva Doce Herbaceous BR #17 LUX Surpresa de Morango BR #3 LIFEBUOY Total Lavender BR #4 LUX Toque de Vinho BR #5 LIFEBUOY Cream Aldehydic BR #8 TODODIA INVERNO Cereja & Avelã Edible BR #23 FLORIENTAL EDIBLE DOVE CREAM OIL Flor de Cerejeira & Amendoas Honey BR #29 LIFEBUOY Fresh Green BR #19 DOVE Original Powdery BR #9 LUX Recarregue-se Citrus BR #21 LUX Frescor Irresistível BR #11 NATURA ERVA DOCE Herbaceous BR #25 DOVE CREAM OIL Flor de Cerejeira & Amendoas Aldedhydic BR #22 DOVE Nutrium Moisture Fruity BR #24 LUX Energize-se Musk BR #30 PHEBO Odor de Rosas TODODIA Fresh Bergamot Edible LUX FRAGRANCIAS FINAS Magical Spell Oriental PALMOLIVE Nutrimilk Powdery ORIENTAL LUX FRAGRANCIAS FINAS Secret Bliss EDIBLE PALMOLIVE NATURALS Coconut & Cotton Floral EDIBLE = New Launch 2012/2013 Source: Kantar Panel 2013 Data 2012 Last Update: Date 12/03/2013

87 Fruity Aldehydic Oriental Green Aromatic Citrus Floral Edible Herbal Floral Citrus Tropical Fruity Spicy Citrus Slipy Green Fruity Fruity Edible Citrus Floral Floral SUB FAMILIES 2012 FAMILIES LIQUID SOAP OLFACTIVE ROUTE OF MAJOR VARIANTS TOP ,1% 63,9% 16,1% 5,8% 3,3%3,2% 3% % VOLUME Floral Fruity Fougere Citrus Floriental Green Aromatic FOUGERE FLORIENTAL GREEN ORIENTAL 88 Source: Kantar Panel

88 THANK YOU!