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1H 2010 L&R December 1, 2009

1H 2010 L&R December 1, 2009. 2009 1H Cosmetic Category Review. Total US Cosmetics Dollar Sales Trend (% Chg. Vs. YAGO). Growth within the Cosmetics Category has continued YTD 2009, driven by the Drug Class of Trade (+2.3% $ sales). Drug is up, impacted by heavy promotions in the 1H.

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1H 2010 L&R December 1, 2009

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  1. 1H 2010 L&R December 1, 2009

  2. 2009 1H Cosmetic Category Review

  3. Total US Cosmetics Dollar Sales Trend(% Chg. Vs. YAGO) • Growth within the Cosmetics Category has continued YTD 2009, driven by the Drug Class of Trade (+2.3% $ sales). Drug is up, impacted by heavy promotions in the 1H. • Total US Mass (-1.3% $ sales) and Total US Food (-0.9% $ sales) are down due to decreased frequency of promotion. • TTL US SEGMENT Growth: EYE TTL +6.9%, MASCARA +10.2%, EYELINERS +9.2%, FACE TTL -0.8%, FOUNDATIONS +2.0%, LIP -8.9%, NAIL +15.1% Source IRI 2004-2008, YTD 6.14.09

  4. TTL US 2009Monthly#1 Dollar Share Position -BATTLE!! • Maybelline NY and Cover Girl are “fighting it out” each month for the #1 position in dollar share Total US. MNY #1: Jan, Feb, Apr, May • Maybelline NY has remained the #1 unit share Brand each month MNY unit share: 17.9 Cover Girl Basic unit share: 16.7

  5. Total US New Launch Performance Lash Stiletto Mascara Lash Stiletto was the #1 contributor to new item dollar sales in the mascara segment! #1Mascara launch 1H 2009, exceeding the performance of Cover Girl’s Lash Blast Luxe and Eyelights Dream Liquid Mousse Foundation #1Foundation launch 1H 2009, outperforming in both Units and Dollars Cover Girl’s introductions of Simply Ageless. Dream Brand Foundation ranked #1 in unit sales within the foundation segment! Dream Brand Franchise +64% growth! Source: IRI 6.14.09

  6. 2010 Strategic Priorities • Recreate the Maybelline brand as a “complete” cosmetics brand • Grow in ALL segments • Drive consumer interest through spending at leadership levels • Re-engineer wall through education and inspiration to drive sales • Bring first-to-market, breakthrough technology to major categories • Packaging: Pulse Perfection, IAR Eraser • Formula: IAR Eraser, Superstay Foundation, Eye Studio • Launch innovation to drive impulse and excitement • Eye Studio, Color Sensational Lipcolor • Continue growth momentum behind pillar franchises • Great Lash Mascara, Colossal Mascara, Dream Franchise • Break through marketplace clutter with interruptive go-to-market initiatives Sampling Initiatives In-store Education Official Sponsor of NY’s Fashion Week Consumer Promotions Internet Campaigns

  7. MNY SPRING 2010 LAUNCH PLAN $19MM in MEDIA! Eye Face Lip Nail INSTANT AGE REWIND RESTAGE Lash Stiletto Voluptuous (3 skus) EXPRESS FINISH New Shades (3) IAR Eraser Foundation – new formula (12) IAR Liquid Foundation (12) IAR Primer (1) $37MM in MEDIA! EYE STUDIO SENSATIONAL Shine Sensational (18) Baked Duos (10) Gel Liner (4) Wet Quads (12) $14MM in MEDIA! $1MM in MEDIA! $30MM in MEDIA! XXL Pro (9) $5MM in MEDIA!

  8. MM INMEDIA SPEND Highest spend in Maybelline NY’s History!!!

  9. 2010 Spring New Item Fact Sheets

  10. Maybelline New York – 1H SPRING 2010 MAYBELLINE NY EYESTUDIO MAYBELLINE NY EYESTUDIO MAYBELLINE NY EYESTUDIO MAYBELLINE NY EYESTUDIO MAYBELLINE NY EYESTUDIO MAYBELLINE NY EYESTUDIO MAYBELLINE NY EYESTUDIO $37MM $5MM • XXL PRO 24 • Hour Bold • PROFESSIONAL • Mascara(1 shade • Washable) XXL PRO Volume PROFESSIONAL Mascara (2 shades Washable 2 shades Waterproof ) XXL PRO Curl PROFESSIONAL Mascara (1 shade Washable 1 shade Waterproof) XXL PRO Extensions PROFESSIONAL Mascara (1 shade Washable 1 shade Waterproof) Eye Studio Gel Liner4 intense shades Eye Studio Color Plush Silk Quads 12 Shades Eye Studio Color Pearls Duos 10 shades 11X THE VOLUME PRIMES WITH LENGTHENING FIBERS BUILDS VOLUME WITH MULTIPLE MASCARA COATS FASHIONABLE, WEARABLE EYESHADOWS - NOT EDGY CREAMIER, SMOOTHER, SILK TEXTURE TRUE, PURE COLOR PAYOFF MARBLEIZED COLOR PEARLS RIGHT SIDE: PURE, UNCRUSHED PEARL LEFT SIDE: INTENSE PIGMENT DRAMATIC LINES 24 HOUR LONG WEAR OIL FREE FORMULA CREATE THE CURL: 45° CURLED LASHES SET THE CURL: 12 HOUR HOLD 85% LONGER LASHES THAN LEADING LENGTHENING MASCARA ALIGNS & TAMES LASHES STEP 1: INTENSE BLACK FOR MAXIMUM IMPACT STEP 2: SEALANT FOR EXTREME 24 HOUR WEAR 10% MORE PIGMENT THAN A TRADITIONAL LIQUID LINER

  11. Maybelline New York – 1H SPRING 2010 Eye Face Face Face Lip Nail $19MM $14MM $30MM IAR Shine Sensational Lip Gloss Richer, Glossier, Yummier 18 Shades Lash Stiletto Voluptuous Mascara Instant Age Rewind Radiant Firming ANTI-AGING Foundation 12 shades Instant Age Rewind Eraser ANTI-AGING Foundation 12 shades Instant Age Rewind Primer ANTI-AGING 1 shade Express Finish Nail 3 New shades 2 Washable shades 1 Waterproof shade CHAMPION OF RADIANCE, SKIN TEXTURE, SKIN APPEARANCE AND FIRMING FIRMS SKIN EVENS OUT SKINTONE ADDS RADIANCE • CLINICAL RESULTS: • 100% LINELESS • LIFTING • CELL RENEWAL • COLLAGEN PROD. • IMPROVES SKIN • DENSITY & • ELASTICITY SILICONE ELASTOMER GEL INSTANTLY SMOOTHES & FILLS EXPRESSION LINES, WRINKELS & CROWS FEET TO ERASE THE SIGNS OF AGING CRYSTAL CLEAR PIGMENTS WITH NOURISHING FRUIT NECTARS MOISTURIZING, NON-STICKY FORMULA 3 NEW TRENDY SPRING SHADES GRAPE TIMES DENIM DASH TIMELY TURQUOISE BOLD LENGTH + VOLUME LUSH SHEEN FROM SILK PROTEINS S-SHAPED STRETCH & PLUMP BRUSH DRIES IN 50 SECONDS ANTI-CHIP FORMULA 18 DELICIOUS FLAVORS and FRAGRANCES Super-concentrated formula enriched with Goji Berry to stimulate collagen production & cell’s renewal deep down FULLER, BOLDER LENGTH

  12. “…Commitment to build the Health & Beauty Care Category… the time is right…” 2010 Promotional Strategy Current FACTS • Cosmetic product sold on promotion at the highest level in recent history • Weekly BOGO activity • Less margin for the Retailer • Yet, innovation brought to the consumers is at a historic level • Current strategy not delivering results, not growing the Category Growth DRIVERS • Best in Class Innovation • Strong Advertising Budget • Competitive FSI Plan • Promotional tactics that build on the equity of the brand, not relying on deep discounts (Out: BOGO’s, BAGB’s, Feature below cost) Opportunity - RESULT Build Basket - Build Regiment & Multiple Purchase - Build Profit

  13. Display Impact According to a study by OgilvyAction: “ Price discounting is seemingly the one sure thing in an economic downturn, but research indicates it’s still not as effective as that old stalwart: in store displays.” “ Display drove nearly twice the number of impulse purchases as price reductions.” Increasing display penetration is a proven way to grow retail sales in a difficult economy. Source: Advertising Age: 11/24/08

  14. 2010 Generic Displays • Available full year – 2/1/2010 Ship Date Encourage Placement of Generic Displays in ALL Accounts

  15. Floorstands - 84 Piece • Lash Stiletto Voluptuous • Lash Stiletto • Line Stiletto • XXL Pro Volume • XXL Pro 24 Hr. Bold • XXL Pro Extensions • XXL Pro Curl • Pulse Perfection • DAL Volume • DAL Length • DAL Liner • VE Colossal • Great Lash • Great Lash BIG NEW

  16. Half Sidekick - 48 Piece NEW • XXL Pro 24 Hr. Bold • XXL Pro Volume • Lash Stiletto Voluptuous • Lash Stiletto • Pulse Perfection • VE Colossal • Great Lash • Great Lash BIG

  17. Airtalkers - 18 Piece 5 Product Mixes Available: Pulse Perfection/Length/Liner XXL Pro Family Lash Stiletto Voluptuous/Lash Stiletto/Line Stiletto VE Colossal Washable/Line Express Great Lash/ Great Lash BIG

  18. Clip Strips - 12 Piece 8 Product Mixes Available: Pulse Perfection XXL Pro 24 Hr. Bold Lash Stiletto Voluptuous/Lash Stiletto Eye Studio Gel Liner VE Colossal Washable/Waterproof Great Lash/ Great Lash BIG

  19. Mini-PDQs 5 Product Mixes Available: XXL Pro 24 Hr. Bold Lash Stiletto Voluptuous VE Colossal Washable Great Lash Great Lash BIG

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