personal wash brazil - lutece.com.br · lux protex todo dia avon lifebuoy dove hidramais granado...

PERSONAL

WASH

November

2013

BRAZIL

942.919

1.224.834

1.294.133

2010

2011

2012

244.786

247.334

242.496

2010

2011

2012

PERSONAL WASHMARKET EVOLUTION - BRAZIL

• PERSONAL WASH MARKET = 1.294 M€ (+5.7%) | 2.976 Bi R$

Source: Kantar Panel

VALUE ‘000 EUR

VOLUME ‘000 Lt

+30%

% chg. p.a.

+1.0%

% chg. p.a.

+5.7%

-2.0%

% value chg

% volume chg

94% 93%

6% 7%

2011 2012

LIQUID

BAR

97% 96%

3% 4%

2011 2012

LIQUID

BAR

+9.2%

+5.4%

+18%

-2.6%

4

SOAPBAR x LIQUID

BAR LIQUID


238.048 239.362 233.110

10,11 11,02 11,93

2010 2011 2012

VOLUME ('000 Kg) AVG PRICE

6.739

7.973

9.386

20,70 22,57 20,93

2010 2011 2012

VOLUME ('000 Kg) AVG PRICE

% chg. PA

+0.6%

+9.0%

-2.6%

+8.2%

+18%

+9.0%

+17.7%

-7.3%

BAR SOAPPLAYERS

% VALUE

% VOLUME


24,1 23,7

15,5

5,0 4,97,6

2,9 3,0 2,1 2,1

26,023,7

13,1

6,1 5,1 5,03,5 2,9 2,9 2,2

COLGATEPALMOLIVE

UNILEVER FLORA JOHNSON &JOHNSON

RAIMUNDOFONTE

NATURA QUIMICAAMPARO

MEMPHIS BDF NIVEA SARA LEE

2011 2012

23,6 24,9

19,8

6,24,0 3,6

1,9 2,6 3,51,8

25,023,4

16,8

6,75,2 4,4

2,8 2,5 2,3 1,8

COLGATEPALMOLIVE

UNILEVER FLORA RAIMUNDOFONTE

JOHNSON &JOHNSON

QUIMICAAMPARO

BDF NIVEA MEMPHIS NATURA FONTANA

2011 2012

BAR SOAPBRANDS

% VALUE

% VOLUME


16,1

12,410,9 10,8

5,5 4,94,1 4,0

2,7

4,9

2,1 1,7 2,1 1,6 1,2

15,113,6

11,7

8,6

6,2 6,04,3 4,0

3,2 2,9 2,9 2,3 2,21,3 1,1

LUX PALMOLIVE PROTEX FRANCIS DOVE JOHNSON &JOHNSON

EVEN ALBANY FLOR DE YPE TODO DIA NIVEA LIFEBUOY PHEBO EKOS SENADOR

2011 2012

19,6

15,313,2

7,95,3 5,7

4,0 3,7 2,8 1,9 1,32,5

1,1 1,1 0,9

17,916,3

10,48,4

5,8 5,7 5,23,8 3,6 2,8 1,7 1,5 1,2 0,9 0,8

LUX PALMOLIVE FRANCIS PROTEX EVEN ALBANY JOHNSON &JOHNSON

DOVE FLOR DE YPE NIVEA LIFEBUOY TODO DIA PHEBO IARA SENADOR

2011 2012

LIQUID SOAPPLAYERS

% VALUE

% VOLUME


21,9

26,2

13,210,8

3,4 3,71,1 1,4 1,9 0,8

21,5 21,1

13,0

8,65,7

3,3 2,3 2,3 1,6 1,2

UNILEVER NATURA COLGATEPALMOLIVE

AVON GRANADOPHARMACIA

JOHNSON &JOHNSON

HIDRAMAIS BDF NIVEA O BOTICARIO RECKITTBENCKISER

2011 2012

27,5

13,3 13,1

7,1

2,3 1,73,3 2,3 1,9 2,5

22,7

11,7 10,5

5,73,5 3,4 2,8 2,7 2,6 2,1

UNILEVER COLGATEPALMOLIVE

NATURA AVON GRANADOPHARMACIA

HIDRAMAIS TRICOFACIL VIDAL LIFE BDF NIVEA JOHNSON &JOHNSON

2011 2012

LIQUID SOAPBRANDS

% VALUE

% VOLUME


9,6

14,2

11,510,0

10,8

4,33,1

8,7

3,3 3,2 2,7

1,1 1,4 1,60,8

13,312,0

10,5 10,08,6

5,74,8

3,9 3,7 3,1 2,9 2,3 2,31,5 1,2

(vazio) LUX TODO DIA PROTEX AVON LIFEBUOY GRANADOINFANTIL

EKOS DOVE PALMOLIVE JOHNSONSBABY

HIDRAMAIS NIVEA BATHCARE

NATURAERVA DOCE

DETTOL

2011 2012

19,4

9,77,3 7,1

4,4 3,71,7 2,2

3,5 3,3 2,3 1,93,0

1,6 0,8

13,7

8,76,2 5,7 5,4

3,5 3,4 3,1 3,0 2,8 2,7 2,6 1,8 1,8 1,5

LUX PROTEX TODO DIA AVON LIFEBUOY DOVE HIDRAMAIS GRANADOINFANTIL

PALMOLIVE TRICOFACIL VIDAL LIFE NIVEA BATHCARE

EKOS JOHNSONSBABY

PREMISSE

2011 2012

FAMILYPREMIUM

LUXURY

PROTECTION ANTIBAC

MOISTURIZING

PERSONAL WASHSEGMENTATION

Care for all familyEssentialClassical and popular ingredients

LuxuryIndulgenceElegance / SophisticationRare and exotic ingredients

ProtectionHealth Technology Natural/Medicinal ingredients

Moisturization CareTender Hypoallergenic Soothing effect

PERSONAL WASH SEGMENTATION

FAMILYPREMIUMLUXURY

MOISTURIZINGPROTECTION

ANTIBAC

BAR SOAPSEGMENTATION

58,017,7

16,5

7,8

70,2

12,8

11,9

5,1

VALUE SHARE VOLUME SHARE

FAMILYPREMIUMLUXURY

MOISTURIZINGPROTECTION

ANTIBAC

LIQUID SOAPSEGMENTATION

30,5

19,6

44,8

5,1

45,8

19,2

29,6

5,4

VALUE SHARE VOLUME SHARE

FAMILY

PROTECTION ANTIBAC

MOISTURIZING

PERSONAL WASH SEGMENTATION

PREMIUMLUXURY

BAR SOAPFAMILY PLATFORM

SHARE VOLUME 2012

27,4

25,4

9,7

8,5

8,1

7,1

5,4

2,7

1,5

1,3

1,1

0,7

0,6

0,3

0,2

0,1

0,1

LUX

PALMOLIVE

FRANCIS

EVEN

ALBANY

JOHNSON & JOHNSON

FLOR DE YPE

NIVEA

IARA

LA FLORE

SENSUS

4 ESTAÇÕES

POM POM

KIMBERLY- CLARK

DAVENE

VINOLIA

FOFO

LIQUID SOAPFAMILY PLATFORM

SHARE VOLUME 2012

38,8

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

LUX

HIDRAMAIS

TRICOFACIL

VIDAL LIFE

NIVEA BATH CARE

PALMOLIVE

JOHNSONS BABY

PREMISSE

FOLHA NATIVA

KELMA

RUMOVERDE

TURMA DA MÔNICA

DAVENE

ALBANY

JOHNSONS SOFT

PERSONAL WASH FAMILY PLATFORM

ApricotTouch

MintBreeze

EnchantingGlow

MacadamiaDelight

Pear Temptation

BlackberryDesire

StrawberrySurprise

DreamBouquet

PetalsSoftness

WineTouch

IrresistibleFreshness

GuaranaEnergy

LavenderBreeze

FirstKiss

CherryTouch

LUXUL

HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

• Wide range to cover different bath expectations.

• From classical notes to gourmand notes.

PALMOLIVECP

DeliciousHydration

Yogurt and Almond Oil

RadiantHydration

Yogurt and Fruits

Moisturizes& Perfumes

Milk andRose Petals

Nourishes & Perfumes

Fruit Extract

IntensiveHydration

Karite

Nourishes &MoisturizesAlmond Oiland Lanolin

HealthHydration

Aloe and Olive

IntenseRenewal

Pomegranate

DeliciousNourishmentYogurt andRoyal Jelly

SoftExfoliationCoconut

and Cotton

RelaxLavender and

Ylang Ylang

RenewingSoftnessCoconut

and Cotton


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

LuminousFeeling

Argan Oil &Oil-Complex

• More dynamic in bar soaps focusing on ingredients cosmetic attributes.

•Very classical profiles.

Green Tea& Fennel

White FlowersExtract

Yogurt with Peach

Sandalwood & Wild Honey

Olive &Macadamia Oils

Lavender &Exotic Fruits

Milk withRed Fruits

Cereals,Oats & Wheat

FRANCISFLORA


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

• Strong presence in bars, covering different bath expectations.

• All of them influenced by the brand perfume heritage.

Daily Hydration Soft Hydration Exfoliating Hydration Control Mentol

ALBANYFLORA


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

• Family positioning

• Ingredient driven

• Men and woman variants

Lavender &Rosemary

Essential Oils

Almond OilRose & JasmineEssential Oils

Vanilla Cream& Oat

Herbal Essential Oils

Fennel Tea &Chamomile

Honey &Orange Blossom

JOHNSON’SJ&J

ReviveWater Lily

& Eucalyptus

ImagineRoses &

Sandalwood

AwakeGreen Leaves& Bergamot

EscapeApricot &Caramel

PERSONAL WASHFAMILY PLATFORM

HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

•Totally independent lines cross formats

•Ingredient driven

•Bar: baby smell heart

Nature Mysteries Radiant Temptation Flower Secrets Sweet Freshness Perfumed Beauty Floral Romance

FLOR DE YPÊQ.AMPARO


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

• Perfumistic approach even being in the family segment.

• Simple concepts, with glycerin

Milk Bamboo &Orange Blossom

Pomegranate &Milk Proteins

Lemon Herb& Oils

Coconut & Almond Oil

Fennel& Oils

Flowers & Aloe Vera

OatChamomile & Cotton Flowers

NIVEABDF

CashmereMoments

CremeSoft

HappyTime

Pearl& Beauty

FennelTherapy

Sunny Melon& Oil

Water Lilly

& Oil

NaturalOil

For MenSport

For MenActive 3

IntimateNatural

IntimateSoft

IntimateDouble Effect


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

• Totally independent lines cross formats:

•Showers with more sensorial attributes

•Bars related to ingredients

•Intimate conveys comfort

LA FLOREDAVENE


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Cherry Blossom Vanilla Blossom Lavender Blossom Fennel Blossom Passion Flower

LA FRUTADAVENE


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Blueberry Macadamia Strawberry Tangerine

DAVENEDAVENE


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Fennel Lavender Red Fruits Oats Sicilian Lime

EVENRAYMUNDO DA FONTE

Flowers Extract& Buriti

Fennel& Rosemary

Aloe Vera& Mint

Seaweed Extract& Lavender

Peach Blossom& Passion Fruit

Pitanga& Acerola


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

• Positioned as family platform, classical and slightly functional profiles

• Very well accepted by northeast consumers.

• Best seller: Fennel variant

PARIGGIRAYMUNDO DA FONTE


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Attraction Emotion Passion Seduction

• Even being positioned as family platform, its approach is very perfumistic:

• Classical fragrances, inspired by international fine fragrances

CO

LG

AT

E P

AL

MO

LIV

EU

LF

LO

RA

Source: Kantar Panel 2013 – Data 2012 Last Update: Date 12/03/2013

FLO

RIE

NT

AL

CH

YP

RE

OR

IE

NT

AL

FLO

RA

L

FR

UIT

Y

WO

OD

Y

GR

EE

N

ED

IB

LE

BAR SOAPFamily Platform

CIT

RU

S

FO

UG

ER

E

12 13 = New Launch 2012/2013

FR

UIT

Y

FL

OR

AL

FL

OR

AL

ED

IB

LE

RE

DF

RU

IT

/ B

ER

RY

GR

EE

N

CIT

RU

S

WA

TE

R F

RU

IT

PE

AC

H / A

PR

IC

OT

FLO

RA

L

AP

PL

E/P

EA

R

RO

SE

CIT

RU

S

AQ

UE

OU

S

GR

EE

N

FR

UIT

Y

AL

DE

HY

DIC

ED

IB

LE

WO

OD

Y

FL

OR

AL

SP

IC

Y

MU

SK

Y

WH

IT

E FLO

WE

R

FR

UIT

Y

AM

BE

RY

PO

WD

ER

Y

WO

OD

Y

ED

IB

LE

FL

OR

AL

AM

BE

RY

WO

OD

Y

FR

UIT

Y

FL

OR

AL

FR

UIT

Y

SP

IC

Y

WO

OD

Y

CIT

RU

S

FR

UIT

Y

FL

OR

AL

SP

IC

Y

AR

OM

AT

IC

AR

OM

AT

IC

AR

OM

AT

IC

CH

OC

OL

AT

E

WH

IT

E FLO

WE

R

GR

EE

N

GR

EE

N

AR

OM

AT

IC

CIT

RU

S

FR

UIT

Y

CIT

RU

S

CIT

RU

S

GR

EE

N

GR

AP

E F

RU

IT

CIT

RU

S

GR

EE

N

FR

UIT

Y

AR

OM

AT

IC

SP

IC

Y

FL

OR

AL

AM

BE

RY

J&

J

FRANCISLavanda e Frutas Exóticas

Powdery

FRANCISChá Verde e Erva Doce

Musk

FRANCISIogurte com PêssegoMusk

FRANCISLeite com Flores Vermelhas

Floral

FRANCISExtrato de Flores BrancasChypre

FRANCISCereais Aveia e Trigo

Woody

FRANCIS Óleos de Oliva e MacadâmiaWoody

FRANCISSandalo e Mel SivestreWoody

ALBANY HOMEMControleWoody

ALBANY HOMEMMentolWoody

ALBANYHidratação Suavizante

Woody

ALBANYHidratação EsfolianteAmber

ALBANYHidratação DiáriaWoody

LUX Frescor IrresistívelCitrus

LUXPrimeiro BeijoGreen Apple

LUXBuquê dos Sonhos

Powdery

LUXEnergia do Guaraná

Peach

LUXDesejo de AmoraRed Fruit

LUXDelícia de Macadâmia

Edible

LUXSuavidade das PétalasWoody

LUXToque de VinhoWoody

LUXBrisa de Lavanda

Woody

LUXSurpresa de Morango

Red Fruit

LUXTentação de PeraPear

PALMOLIVENATURALSKaritéMusk

PALMOLIVENATURALS

Extratos de FrutasCitrus

PALMOLIVENATURALS

Óleo de Amêndoas & Lanolina Citrus

PALMOLIVENATURALS

RomãWoody

PALMOLIVENATURALSIogurte & Geléia RealWoody

PALMOLIVENATURALS

Iogurte & FrutasGreen

PALMOLIVENATURALSIogurte & Óleo de AmendoasMusk

PALMOLIVENATURALSLeite & Pétalas de RosaMusk

PALMOLIVENATURALSAloe & OlivaWoody

PALMOLIVENATURALSCoco & AlgodãoMusk

J&JÓleos Essenciais de Rosa e JasmimPowdery

J&JCreme de Baunilha e AveiaWoody

J&JChá de Erva Doce e Camomila

Herbaceous

J&JÓleo de AmêndoasSpice

J&JÓleos Essenciais de Lavanda e AlecrimPowdery

J&JÓleos Essenciais HerbaisPowdery

J&JMel e Flor de LaranjeiraHoney

12

12 12 12 12

12

12 12

12

12

12

1212

12

PALMOLIVENATURALSArgan & Oil complexPowdery

13

OLFACTIVE PROFILE

Olfactive Profile: Cosmeticidade, Cuidado, Clássicos, Aromáticos, Refrescância Source: KANTAR – Top variants - Volume

BAR SOAPFAMILY PLATFORM

66,8% 11,5% 10,7% 4,6%4,1%2,3%

2012

Floral Fruity Fougere Citrus Oriental Floriental

SUB

FA

MIL

IES

20

12

FAM

ILIE

S

% VOLUME

Ald

ehyd

ic

Fru

ity

Gre

en

Ro

se

Aro

mat

ic

Wh

ite

Flo

wer

s

Edib

le

Ori

enta

l

Cit

rus

Flo

ral

Flo

ral

Cit

rus

Edib

le

Aro

mat

ic

Lave

nd

er

Wo

od

y

Gre

en

Fru

ity

Gre

en

Flo

ral

Am

ber

y

Edib

le

Aro

mat

ic

Am

ber

Fru

ity

Ald

ehyd

ic

FOUGEREFRUITY ORIENTALCITRUS

FLOR

IEN

TA

L

FLORAL

FAMILY

PROTECTION ANTIBAC

MOISTURIZING


PREMIUMLUXURY

39,1

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

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

BAR SOAPPREMIUM / LUXURY PLATFORM

SHARE VOLUME 2012

27,3

24,8

13,7

8,0

6,3

2,9

2,8

2,2

1,8

0,7

0,5

0,4

0,3

0,2

0,2

0,1

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

LIQUID SOAPPREMIUM / LUXURY PLATFORM

SHARE VOLUME 2012

Magic SpellBlack Orchid &Juniper Oil

Secret BlissEgyptian Violet &Elemi Oil

Dream DelightArabian Jasmine &Orange Oils

LUXUL

PERSONAL WASHPREMIUM / LUXURY PLATFORM

HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

•Very premium variants

•High perfumation

•Better base quality

•Inspired by international fine fragrances

FRANCISFLORA


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

VersaillesRoses

OrleansIris

LuxembourgRoses

GivernyRoses

ProvenceRoses

MarseilleFlowers

Grasse Lavender

SintraFig Tree

GenèveFlowers

NiceGardens

• Market reference on luxury in soap

• Perfume approach

• Limited edition in palm base with premium ingredients claim

Irresistible SoftnessAlmond Oil & Cocoa

Invigorating EnergyGuarana & Pomegranate

Refreshing HydrationLemon & Açai

Radiant RenewalMacadamia& Cinnamon

Sensual TouchRoses Moisturizer

& Vanilla

EVEN LUXORAYMUNDO DA FONTE


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

• Low price positioning

•Based on traditional ingredients….

•Concepts & fragrances mix mass & niche inspirations (Lux+Natura)

PARIGGI LUXORAYMUNDO DA FONTE


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Attraction Emotion Passion Seduction

• Perfumistic approach:

• Classical fragrances, inspired by international fine fragrances

Vitality Seduction Enchantment Freshness Beauty

FLOR DE YPÊQ.AMPARO


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

CottonRosemary & SageMacadamia Red Fruits

TODODIANATURA

Mulberry & Almond Orchid


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Jasmine Fresh Bergamot

• Recognized by its natural approach and experiential fragrances.

• Positioned as premium and aspirational image.

CocoaPitangaGreen Mate Passion Fruit

EKOSNATURA

Brazilian Nut Andiroba Buriti


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

AçaiExfoliating

AçaiCreamy

Passion FruitPitanga

Kits:1- Cacau / Cupuaçu / Brazilian Nut / Andiroba

2- Black Pitanga / Yellow Pitanga / Pitanga / Exfoliating Pitanga3- Pitanga / Andiroba / Buriti / Passion Fruit

• Recognized by its natural approach and fragrances


ERVA DOCENATURA


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Fennel

• Imprinting smell

NATIVA SPAO BOTICÁRIO


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

sho

wer

fo

am

sho

wer

mo

uss

e

• Wide range to cover different bath expectations

• Experiential profiles

• Spa concept.

Passion Fruit+ Caja

GuaranaViolet Pitanga PlumSeaweedVerbena+ Aloe Vera

Lemon Balm+ Rosemary

Mulberry+ Sandalwood

PomegranateAçai Monoï & Argan Argilotherapy Lime &Patchouli

CUIDE-SE BEMO BOTICÁRIO


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Milk &Honey

Chamomile& Mallow

Strawberry& Milk

Fennel Rose &Licorice

Red Fruits& Hazelnut

Almond &Vanilla

Pear &Orchid

IntimateSoft

IntimateFloral

• Experiential fragrances


SENADORMEMPHIS

Classic Seduction Platinum Sport Explorer


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

• Traditional & masculine notes

• Inspired by fine fragrances

ALMA DE FLORESMEMPHIS

Classic Champagne Jasmine Vanilla


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

PHEBOGRANADO

Roses Scent Naturelle Amazonian Lavender Touch Morning Freshness Tropical Breeze Spring Flowers Orient Root


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

• Outdoor & natural appeal

• Glycerin base

PHEBO MEDITERRÂNEOGRANADO

Provence Lavender Turkey Fig Egypt Tuberose Sicilian Lemon


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

PHEBO PERFUMARIA FINAGRANADO

Amber Bracken Guamá MuanáCarnival Lychee & Pepper Imperial Rose


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

ÁGUAS DE PHEBOGRANADO

Roses Neroli Lavender CitrusIris


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

GRANADO GLICERINAGRANADO


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Traditional Sea Weed Honey FennelAlmond

GRANADO TERRAPEUTICSGRANADO


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Calendula Hamamelis Benjoin AçaiBrazilian Nut Ylang Ylang

GRANADO BEBÊGRANADO


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Fennel LavenderTraditional

GRANADO ANTISSÉPTICOGRANADO


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Traditional SportFresh

GRANADO TRATAMENTOGRANADO


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Lanoline Sulfur Coconut Sulfur 10%

GRANADO VINTAGEGRANADO


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Alfazol Benjoim Salomé A DreamSuper Fine

GRANADOGRANADO


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Flora Mirabilis Folia Mirabilis Terra Mirabilis

L’OCCITANE AU BRÉSILL’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 2014.

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.

L’Occitane apresenta L’Occitane au BrésilDuas primeiras linhas da nova marca exploram jenipapo e mandacaru

http://www.meioemensagem.com.br/home/marketing/noticias/2013/03/05/LOccitane-apresenta-LOccitane-au-Bresil.html

GR

AN

AD

OU

LF

LO

RA F

LO

RIE

NT

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CH

YP

RE

OR

IE

NT

AL

FLO

RA

L

FR

UIT

Y

WO

OD

Y

GR

EE

N

ED

IB

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BAR SOAPPremium/Luxury Platform

CIT

RU

S

FO

UG

ER

E

12 13 = New Launch 2012/2013

FR

UIT

Y

FL

OR

AL

FL

OR

AL

ED

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DF

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EA

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IC

AR

OM

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OM

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OC

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AT

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WH

IT

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R

GR

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N

GR

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N

AR

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CIT

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UIT

Y

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S

CIT

RU

S

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N

GR

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CIT

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S

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EE

N

FR

UIT

Y

AR

OM

AT

IC

SP

IC

Y

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OR

AL

AM

BE

RY

ME

MP

HIS

FRANCIS EDIÇÃO LIMITADA

Lavandas de GrassePowdery

FRANCISEDIÇÃO LIMITADA

Figueiras de SintraMusk

FRANCISRosas de Versailles

Chypre

FRANCISFlores de Marseille

Woody

FRANCISRosas de Provance

Chypre

FRANCISIris de Orleans

Musk

FRANCISRosas de Luxemburgo

Green

FRANCISRosas de Giverny

Musk

LUXFRAGRANCIAS FINAS

Magical Spell Oriental


Dream DelightCitrus


Secret Bliss Fruity

PHEBONaturelle

Woody

PHEBOBrisa Tropical

Mint

PHEBOToque de Lavanda

Woody

PHEBORaiz do Oriente

Spice

PHEBOFrescor da Manhã

Woody

PHEBOAmazonian

Powdery

PHEBOFlores da Primavera

woody

PHEBOOdor de Rosas

woody

SENADOR Sport

Woody

SENADOR Platinum

Woody

SENADOR Classic

Woody

SENADOR Seduction

Aromatic

SENADOR Explorer

Powdery

ALMA DE FLORESClássico

Musk

ALMA DE FLORESJasmim

Aldehydic

ALMA DE FLORESBaunilha

Vanilla

ALMA DE FLORESChampagne

Aldehydic

NA

TU

RA

BO

TIC

AR

IO

TODODIAAlecrim e Sálvia

Green

TODODIAFrutas Vermelhas

Green

TODODIAMacadamia

Woody

TODODIAAlgodão

Aldehydic

TODODIAAmora e Amendoas

Musk

TODODIAOrquidea

Powdery

TODODIAJasmim

Woody

TODODIABergamota

Edible

EKOSMate Verde

Herbaceous

EKOSMaracujá

Floral

EKOSPitanga

Green

EKOSAndiroba

Citrus

EKOSBuriti

Fruity

EKOSAçai

Musk

EKOSCastanha

Citrus

NATIVA SPAVerbena e Aloe

Herbaceous

NATIVA SPAMelissa e Alecrim

Woody

NATIVA SPAAlgas

Aqueous

NATIVA SPAVioleta

Green

NATIVA SPAPitanga

Fruity

NATIVA SPAAmora e Sandalo

Woody

NATIVA SPAAmeixa

Woody

NATIVA SPAMonoi e Argan

Powdery

NATIVA SPAAçai

Musk

NATIVA SPAGuarana

Guarana

NATIVA SPAMaracuja e Caja

Edible

NATIVA SPARomã

Woody

NATIVA SPAArgiloterapia

-


ERVA DOCEHerbaceous

13

OLFACTIVE PROFILE

Olfactive Profile: Luxo, Glamour, Beleza, Conforto Source: Nielsen – Top 40 variants - Volume

BAR SOAPPREMIUM / LUXURY PLATFORM

36,3% 25,0% 20,6% 10,6% 3,3%2,4%

2012

Fougere Citrus Floral Fruity Floriental Oriental Green

SUB

FA

MIL

IES

20

12

FAM

ILIE

S

% VOLUME

Spic

e

Cit

rus

Am

be

ry

Flo

ral

Aro

mat

ic

Aq

ueo

us

Gre

en

Her

bac

eou

s

Fru

ity

Gre

en

Aro

mat

ic

Cit

rus

Ald

ehyd

ic

Flo

ral

Edib

le

Flo

ral

Tro

pic

al F

ruit

Fru

ity

Ald

ehyd

ic

Fru

ity

Cit

rus

Cit

rus

Flo

ral

FLORALFOUGERE FRUITY

GR

EE

N

ORIENTALCITRUS

FLOR

IEN

TA

L

FAMILY

PROTECTION ANTIBAC

MOISTURIZING


PREMIUMLUXURY

81,5

13,2

3,7

1,6

DOVE

BIOCREMA

PALMOLIVE

HIDRATTA

BAR SOAPMOISTURIZING PLATFORM

SHARE VOLUME 2012

84,5

14,9

0,6

DOVE

PALMOLIVE

BIOCREMA

LIQUID SOAPMOISTURIZING PLATFORM

SHARE VOLUME 2012

DOVEUL

PERSONAL WASHMOISTURIZING PLATFORM

DeepNourishment

SensitiveSkin

SoftExfoliation

Cherry Tree& Almonds

Jasmine& Honey

Roses Perfume& Cocoa

IntimateNeutral

IntimateFreshCare

HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Beauty Cream Wash

• Strong positioned as skin care and reinforced by latest launches

• Independent moves in shower gel from bars

Firming Daily Exfoliation Go FreshHydration

Go FreshEnergizing

Creamy ComfortKarité & Vanilla

Men CareExtra Fresh

Men CareClean Comfort

BabyBeauty Cream Bar Go FreshRebalance

Summer Care

BIOCREMAMEMPHIS


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Milk ProteinsOats & Milk

Balanced HydrationFennel

MoisturizingAction

RenewalExfoliating

For MenSpeed Care

ProtectOrange Blossoms

For MenSmart Care

ProtectHoney & Propolis

Intimate

Exfoliating

PALMOLIVE NUTRIMILKCP

Moisturizing


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

• Moisturizing approach

• Very comfortable and nice note inspired by Flower by Kenzo type.

Floral

Aldehydic

Powdery

Double Hydration

HYDRATTAFLORA

DailyHydrationwith Oats

Extract

RefreshingHydration

with Aloe VeraExtract

IntensiveHydrationwith MilkProteins

RenewingHydration

with ExfoliatingParticles

Soft Care Delicate Care Perfumed Care


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

FennelCreamy Soap ExfoliatingFirming

EVEN HIDRACREMERAYMUNDO DA FONTE


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

CO

LG

AT

E P

AL

MO

LIV

EU

L


FLO

RIE

NT

AL

CH

YP

RE

OR

IE

NT

AL

FLO

RA

L

FR

UIT

Y

WO

OD

Y

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N

ED

IB

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BAR SOAPMoisturizing Platform

CIT

RU

S

FO

UG

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E

12 13 = New Launch 2012/2013

FR

UIT

Y

FL

OR

AL

FL

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ED

IB

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/ B

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AC

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WO

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FR

UIT

Y

FL

OR

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FR

UIT

Y

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IC

Y

WO

OD

Y

CIT

RU

S

FR

UIT

Y

FL

OR

AL

SP

IC

Y

AR

OM

AT

IC

AR

OM

AT

IC

AR

OM

AT

IC

CH

OC

OL

AT

E

WH

IT

E FLO

WE

R

GR

EE

N

GR

EE

N

AR

OM

AT

IC

CIT

RU

S

FR

UIT

Y

CIT

RU

S

CIT

RU

S

GR

EE

N

GR

AP

E F

RU

IT

CIT

RU

S

GR

EE

N

FR

UIT

Y

AR

OM

AT

IC

SP

IC

Y

FL

OR

AL

AM

BE

RY

FL

OR

A

DOVE Original

Musk

DOVEEsfoliação

Musk

DOVEFirming

Green

DOVEGO FRESH

Hidratação FrescaWoody

DOVEGO FRESH

EnergizanteCitrus

DOVE MEN CARE

Extra FreshWoody

DOVE MEN CARE

Clean ComfortWoody

DOVECREAMY COMFORT

Karite & VanillaMusk

DOVEBaby

Powdery

PALMOLIVENUTRIMILK

EsfoliantePowdery

PALMOLIVE NUTRIMILK

HidratantePowdery

HYDRATTAHidratação Intensiva

Powdery

HYDRATTAHidratação Renovadora

Musk

HYDRATTAHidratação Diária

Powdery

HYDRATTAHidratação Refrescante

Aldehydic

HYDRATTA BABY

Cuidado Suavepowdery

HYDRATTABABY

Cuidado PerfumadoPowdery

HYDRATTA BABY

Cuidado DelicadoPowdery

PALMOLIVENUTRIMILK

Dupla HidrataçãoPowdery

OLFACTIVE PROFILE

Olfactive Profile: Cosmeticidade, Cuidado, Clássicos, Aromáticos, Refrescância Source: Nielsen – Top 40 variants - Volume

BAR SOAPMOISTURIZING PLATFORM

90,8% 7,2% 2,0%2012

Floral Oriental Citrus

SUB

FA

MIL

IES

20

12

FAM

ILIE

S

% VOLUME

Ald

ehyd

ic

Flo

ral

Fru

ity

Flo

ral

Am

ber

y

Gre

en

FLORAL ORIENTAL CITRUS

FAMILY

PROTECTION ANTIBAC

MOISTURIZING


PREMIUMLUXURY

73,2

14,7

7,0

4,3

0,8

PROTEX

LIFEBUOY

DETTOL

FLORAL

PROTEGE

BAR SOAPSPROTECTION / ANTIBAC PLATFORM

SHARE VOLUME 2012

58,7

36,7

4,5

PROTEX

LIFEBUOY

DETTOL

LIQUID SOAPSPROTECTION / ANTIBAC PLATFORM

SHARE VOLUME 2012

PROTEXCP

PERSONAL WASHPROTECTION / ANTIBAC PLATFORM

HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

• Wide range in bar, shower gel and liquid hand soap.

• Natural approach


Oat FreshMildFennel Propolis Aloe Cream Vitamin E DeepCleaning

Balance Ultra Sports Energy Power

LIFEBUOYUL

Vitaprotect OatFreshTotal Cream Nature


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

• More functional and Bath character

• Best Seller: Total variant same as in Asia

Fennel

DETTOLR&B

Green Tea & Ginger Grapefruit Cucumber

NO

TO

UC

H

Original Skincare Fresh ActiveDeo Mild Cool


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

FLORALRAYMUNDO DA FONTE


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Active Ultra Alfazema Fresh Roses Fennel

Minerals Refreshing Creamy Honey & Almond

PROTEGEFLORA


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Original Care Fresh

YPÊ ACTIONQ.AMPARO


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

http://www.ype.ind.br/produtos/ype-action/

http://www.ype.ind.br/produtos/ype-action/

NIVEABDF


HA

ND

WA

SHB

OD

Y W

ASH

TOIL

ET B

AR

Suave Fresh

RE

CK

ITT

BE

NK

ISE

RU

LC

OL

GA

TE

PA

LM

OL

IVE


FLO

RIE

NT

AL

CH

YP

RE

OR

IE

NT

AL

FLO

RA

L

FR

UIT

Y

WO

OD

Y

GR

EE

N

ED

IB

LE

BAR SOAPProtection/Antibac Platform

CIT

RU

S

FO

UG

ER

E

12 13 = New Launch 2012/2013

FR

UIT

Y

FL

OR

AL

FL

OR

AL

ED

IB

LE

RE

DF

RU

IT

/ B

ER

RY

GR

EE

N

CIT

RU

S

WA

TE

R F

RU

IT

PE

AC

H / A

PR

IC

OT

FLO

RA

L

AP

PL

E/P

EA

R

RO

SE

CIT

RU

S

AQ

UE

OU

S

GR

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N

FR

UIT

Y

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WO

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OR

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SP

IC

Y

MU

SK

Y

WH

IT

E FLO

WE

R

FR

UIT

Y

AM

BE

RY

PO

WD

ER

Y

WO

OD

Y

ED

IB

LE

FL

OR

AL

AM

BE

RY

WO

OD

Y

FR

UIT

Y

FL

OR

AL

FR

UIT

Y

SP

IC

Y

WO

OD

Y

CIT

RU

S

FR

UIT

Y

FL

OR

AL

SP

IC

Y

AR

OM

AT

IC

AR

OM

AT

IC

AR

OM

AT

IC

CH

OC

OL

AT

E

WH

IT

E FLO

WE

R

GR

EE

N

GR

EE

N

AR

OM

AT

IC

CIT

RU

S

FR

UIT

Y

CIT

RU

S

CIT

RU

S

GR

EE

N

GR

AP

E F

RU

IT

CIT

RU

S

GR

EE

N

FR

UIT

Y

AR

OM

AT

IC

SP

IC

Y

FL

OR

AL

AM

BE

RY

FL

OR

A

PROTEXCream

Woody

PROTEXSuave

Woody

PROTEXBalance

Woody

PROTEXVitamina E

Woody

PROTEXUltra

Woody

PROTEXPropolis

Woody

PROTEXAveia

Floral

PROTEXFresh

Aldehydic

PROTEXAloe

Aqueous

PROTEXMEN

EnergyAqueous

PROTEXMEN

Sport Mint

PROTEXErva Doce

Herbaceous

PROTEXLimpeza Profunda

Fruity

LIFEBUOYAveia

Aldehydic

LIFEBUOYCream

Aldehydic

LIFEBUOYFresh

Green

LIFEBUOYNature

Floral

LIFEBUOYTotal

Lavender

LIFEBUOYVitaprotect

Woody

DETTOLOriginal

Mint

DETTOLActive Deo

Fruity

DETTOLSkincare

Powdery

DETTOLSuave

Powdery

DETTOLCool

Mint

DETTOLFresh

Floral

PROTEGEMinerais

Woody

PROTEGERefrescante

Mint

PROTEGECremoso

Woody

PROTEGEMel e Amêndoas

Fruity

12

12

12

OLFACTIVE PROFILE

Olfactive Profile: Verde Natural, Frescor Cítrico, Saúde, Limpeza, Antibacterial Source: Nielsen – Top 40 variants - Volume

BAR SOAPSPROTECTION / ANTIBAC PLATFORM

48,4% 43,8% 7,8%2012

Fougere Floral Citrus

SUB

FA

MIL

IES

20

12

FAM

ILIE

S

% VOLUME

Spic

e

Am

ber

y

Aro

mat

ic

Fru

ity

Ald

ehyd

ic

Gre

en

Po

wd

ery

Aro

mat

ic

Cit

rus

Flo

ral

Fru

ity

Flo

ral

FLORALFOUGERE CITRUS

PERSONAL WASHOLFACTIVE CONCLUSIONS

Best

Performer

Trickle down

New Routes

Best Seller

Best Smeller

Imprinting

Smell

BAR SOAPOLFACTIVE PROFILE

Kantar 2012

Evaluation Expertise

Traditional childhood / past memory

Innovative olfactive routes on latest launches

Evaluation expertise

Fine fragrance inspirations

Trickle Down

Best

Performer

New Routes

Best Seller

Best Smeller

Imprinting

Smell

BAR SOAPOLFACTIVE PROFILE

http://www.phebo.com.br/loja_virtual/detalhe.aspx?COD_PRODUTO=563




TO

P 3

0

Source: Kantar Panel 2013 – Data 2012

FLO

RIE

NT

AL

CH

YP

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IE

NT

AL

FLO

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Y

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RU

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RE

DF

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AC

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EA

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AM

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Y

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UIT

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FR

UIT

Y

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Y

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Y

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UIT

Y

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IC

AR

OM

AT

IC

AR

OM

AT

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CH

OC

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AT

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WH

IT

E FLO

WE

R

GR

EE

N

GR

EE

N

AR

OM

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BAR SOAPTop 30

LUXBuquê dos Sonhos

PowderyBR #1

PALMOLIVENATURALSKaritéMuskBR #2

PALMOLIVENATURALSAloe & OlivaWoodyBR #3

DOVE OriginalMuskBR #4

LUXSurpresa de Morango

Red FruitBR #5

PALMOLIVENATURALSLeite & Pétalas de RosaMuskBR #6

LUX Frescor IrresistívelCitrusBR #7

LUXPrimeiro BeijoGreen Apple

BR #8

PALMOLIVENATURALS

Óleo de Amêndoas & Lanolina CitrusBR #9

FRANCISIogurte com PêssegoMuskBR #10

EVENSUAVE

Erva DoceHerbaceous

BR #11

LUXDelícia de Macadâmia

EdibleBR #12

LUXDesejo de AmoraRed FruitBR #13

LUXToque de Vinho

WoodyBR #14

LUXEnergia do Guaraná

PeachBR #15

PROTEXLimpeza ProfundaFruityBR #16

PROTEXErva Doce

HerbaceousBR #17

EVENSUAVEAlgas MarinhasHerbaceousBR #18

EVENSUAVEAloe Vera e Maça VerdeGreenBR #19

LUXTentação de PeraPearBR #20

PROTEXAveiaFloralBR #21

FRANCIS Óleos de Oliva e MacadâmiaWoodyBR #22

J&JÓleo de AmêndoasSpiceBR #23

PALMOLIVENATURALS

Extratos de FrutasCitrus

BR #24

J&JÓleos Essenciais HerbaisPowderyBR #25

PROTEXPropolisWoodyBR #26

PROTEXBalanceWoodyBR #27

FRANCISExtrato de Flores Brancas

ChypreBR #28

J&JChá de Erva Doce e Camomila

HerbaceousBR #29

PROTEXCreamWoodyBR #30

FLORAL FOUGERE FRUITY

GR

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62,6% 17,4% 8,8% 5,7% 3,5%1,8%

2012

Floral Fougere Fruity Citrus Oriental Floriental Green

SU

B F

AM

ILIE

S 2

012

FAM

ILIE

S

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BASE: 70% of market volumeSource: Kantar Panel

BAR SOAPOLFACTIVE ROUTE OF MAJOR VARIANTS

Best

Performer

Trickle down

New Routes

Best Seller

Best Smeller

Imprinting

Smell

LIQUID SOAPOLFACTIVE PROFILE

Trickle Down

Best

Performer

TO

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LUXDesejo de AmoraMusk BR #1

PROTEXCream

WoodyBR #2

LUXSurpresa de MorangoWoodyBR #3

LIFEBUOYTotal

Lavender BR #4

LUXToque de VinhoWoodyBR #5

PROTEXBalance

WoodyBR #6

PROTEXAveia

AromaticBR #7

LIFEBUOYCream

AldehydicBR #8

DOVE Original

PowderyBR #9

LUXTentação de PeraMuskBR #10

LUX Frescor IrresistívelWoodyBR #11

AVONErva Doce

HerbaceousBR #12

PROTEXPropolis

WoodyBR #13

TODODIAFrutas Vermelhas

GreenBR #14

LIFEBUOYNature

Floral BR #15

LUXDelícia de MacadâmiaEdibleBR #16

PROTEXErva Doce

HerbaceousBR #17

NIVEAErva Doce

FloralBR #18

LIFEBUOYFresh

Green BR #19

PROTEXFresh

WoodyBR #20

LUXRecarregue-se

CitrusBR #21

DOVECREAM OIL

Flor de Cerejeira & AmendoasAldedhydicBR #22

TODODIAINVERNO

Cereja & AvelãEdibleBR #23

DOVENutrium Moisture

FruityBR #24

NATURAERVA DOCE

HerbaceousBR #25

LUXBrilheFruityBR #26

EKOSMaracujá

FloralBR #27

NATURAMAMÃE BEBÊ

Powdery BR #28

FLORIENTAL EDIBLE

DOVECREAM OIL

Flor de Cerejeira & AmendoasHoneyBR #29

LUX Energize-seMuskBR #30

PHEBOOdor de Rosas

Woody

OT

HE

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PALMOLIVENutrimilk

Powdery

TODODIAFresh Bergamot

Edible

EDIBLE

PALMOLIVENATURALS

Coconut & Cotton Floral

EDIBLE


Magical Spell Oriental

ORIENTAL FRUITY


Secret Bliss Woody

LIQUID SOAPTop 30

88

FLORAL

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FOUGEREFRUITY GREEN

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63,9% 16,1% 5,8% 3,3%3,2%3,1%

3%2012

Floral Fruity Fougere Citrus Floriental Green Aromatic

SU

B F

AM

ILIE

S 2

012

FAM

ILIE

S

% VOLUME


LIQUID SOAPOLFACTIVE ROUTE OF MAJOR VARIANTS – TOP 30

THANK YOU !

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