vi a dios most have channels

“Vi a Dios”

Brand ImperativesConsumer InsightsConnections StrategyConnection EssentialsPotential ChannelsFood For Thought: ‘Activation Zones’Most Have Channel

Agenda

Main Objective

s

MCO

MMO

• Entering Masstige market• Leadership in anti-aging segment• Recruit competence users

To be perceived as the leading brand on Face Care Experts, Innovative Brand and Effectively Fights Ageing

• Establish leadership in the anti-aging segment.• Win in Anti Aging in all price points, driving volume migration towards upper tiers

9. Essence

4. Insight

2. Competitive Environment 3. Target

1. Roots

Emotionally:

Functionally:

Helps you realise your dreams of love.

From the heart

Playful, inventive and surprising.

Resourceful and Intuitiive as only a woman can be.

At heart every woman craves the magical feeling of love. Being more beautiful enhances your chances of

love.

• A long advertising history linking beauty to romance. • First skin care regime in the USA comprising Cold Cream & Vanishing

Cream.• A second wave of introduction in Asia based on skin-lightening

All face care solutions

Makes you more beautiful

The magical feeling of love

• Straight-talking knock-out claims that make you want to give it a go.

Romance realized

• Sensorial experience of the product

Only Pond’s gives you the beauty that brings romance into your life

The romantic side of every woman.

• The Ponds Institute

Taking in mind the “Romance Realization” as an important strategic driver

turning information and insights into

ideas

Anti-aging

treatmen

t

Romance

Masstige

PondsMiracl

e

The Challenge of a New Product Line

About she…

Ocupation Women 35-50 ABC (4 Countries)

41%

3%

13%

15%

43%

59%

2%

8%

61%

16%

7%

5%

2%

31%

17%

19%

50%

69%

3%

7%

13%

60%

8%

8%

32%

48%

21%

15%

5%

51%

19%

19%

3%

2%

68%

7%

47%

2%

9%

11%

42%

54%

2%

5%

5%

67%

15%

7%

33%

22%

18%

4%

44%

55%

2%

8%

9%

24%

51%

6%

Married

Single

Union with mate

Separated

Divorced

Widowed

Employed

30 hours wkl

Employed pt

8-29 h/w

Less than 8 h/w

Unemployed

Total 4C ARG COL MEX VEN

Source: TGI Latina Women 35-50 ABC

Universe Wom ABC 35-50: 6.857.000

Direct Sales Business

• US$100,000 millions Worldwide Business– 50% = cosmetics and

personal care

• 54 millions of sales persons– 24% just in U.S.A.– 75% Women– Omnilife Mexico has almost

3 million of distributors– Direct Sales have access to

the 63% of Colombian

Sources: World Federation of Direct Selling Association

Botox

• Incredible change: – 3-7 days

• Effect: – 4-6 months

• Cost: – US$400 - US$1,000

Latin America

• Women start using it at 38 y.o.

• Business increase 33% per year worldwide, the fastest-growing cosmetic.

• USA, Mexico and Argentina: Top 3 countries with Botox ussage (annual market increases in value up to 80%)

• 40% of Botox users are Heavy Users

Key Findings

• 65% of women declare to be open for a esthetic surgery.

• The hispan market increases 67% in esthetic surgeries during the last year

Sources: Allergan, American Society for Aesthetic Plastic Surgey, Terra Hispanic PR Wire, AmericaOn Line Latino

How is the Masstige media environment

ProductoMedio

Masstige: building in

conjunction

Facial Care Category Spending By Medium 2006

4727

3

158

22

74

3

1

19

74

5

2

Magazine Outdoor Pay TV Press Radio TV

Argentina Colombia

Mexico

Mexico Media Mix / Competencia

81%90%

95%82% 84%

48%

28%

7% 6%

2%

4% 10% 5%12% 16%

52%

70%

8%

0

0.2

0.4

0.6

0.8

1

Pond´s Avón Nivea L´oreal Ebel Vichy Olay

Televisión Pay Tv Radio Impresos

95% 91% 96%89%

77%66% 63%

4%

11% 37%

4% 9% 4% 7% 11%

34%

0

0.2

0.4

0.6

0.8

1

Pond´s Avón Nivea L´oreal Ebel Vichy Olay

2005 2006

2007

Inversión Categoría Ene – Dic 2005: $225,769 Inversión Categoría Ene – Dic 2006: $323,669

Inversión Categoría Ene –Mayo 2007: $222,570

89%

74%

92%80%

68% 67%79%

1%

5%6%

18%

20%

6%21%

8% 14% 13%

33%

1%

0

0.2

0.4

0.6

0.8

1

Pond´s Avón Nivea L´oreal Ebel Vichy Olay

•Source: Ibope/ Prepared by Mindshare•Rates UL / ‘000 MPX

Magazine

Pay TV

Medio Diarios Cap. Revistas Total

Porcentaje 14% 86% 100%

Inversión 151,301 948,120 1,099,421

MagazineArgentina

MedioDiarios

Cap. Diarios Int. Revistas TV Cable Total

Porcentaje 16% 2% 54% 28% 100%

Inversión 551,220

66,830

1,854,601

978,150

3,450,801

Magazine Pay TVArgentina

MedioDiarios

Cap. Diarios Int. Revistas TV CableVía Pública Total

Porcentaj

e 9% 2% 43% 33% 13% 100%

Inversión

515,537

105,014

2,339,923

1,788,815

679,405

5,428,694

Magazine Pay TV OOHArgentina

MedioDiarios

Cap. Diarios Int. Revistas TV Cable Total

Porcentaje 7% 4% 89% 1% 100%

Inversión 44,616

22,944

564,387

3,816

635,763

MagazineArgentina

MedioDiarios

Cap. Revistas Total

Porcentaje 4% 96% 100%

Inversión 14,076

349,324

363,400

MagazineArgentina

MedioDiarios

Cap. Revistas TV Cable Total

Porcentaje 0% 99% 1% 100%

Inversión 1,548 370,389 360 372,297

MagazineArgentina

Connection Strategy

•Be in the right mindset

Therefore we need a Connection Strategy that allow us

•Be in the right place•Have the perfect excuse to talk to her

What about her vision of love/romance

Love Romance•Love is forever

•Love is open, is free. •Romance is intimate private

Socia

lEm

oti

on

al

Ex

pre

ss

ion

∙Love is the motor of life.

∙Love it is the only reason why I came to this world.

•It make me happy

•Love is unconditional∙The maximum state of tranquility

∙Is the reason to live

•Love is the most profound manifestation of a human being

•Love is sacrifice, understanding, patience, building, sharing,

admiration, recognition.

∙It feeds Love

•The romance isDetails, Kissing, touching, hugging

•Romance equals passion wiliness, seduction

•Today is not the romance alive

•Romance is temporary

•Clandestine

•Hugs, words, tenderness

•Wonderful limited period of time

•Sex, to be desired

•Couple•Family

What about the vision of love/romance: A cross country opinion

Source: Initiative

•Expects reciprocity

I feel younger than I look

I still crave romance

I wish my skin looked younger and fresher

Romance seems to take more work than it used

to

I’m a little overweight

I know beauty is only skin deep,

but if I don’t feel good about how I look, I don’t

feel romantic.

I like to feel attractive…I still want to be

desired

Consumer Insight

She needs reassurance that her romantic spirit

still shines through

Pond’s Age Miracle Needs to Work on Two levels

Age Miracle needs to help her feel romantic by

making her face look and feel younger

Age Miracle needs to help her feel romantic by reminding her that true romance comes deep

from within

feeling younge

r

romantic

feelings

younger

lookingskin

looks of love(from him)

looks of love(from her)

Brand idea:“romance realised”

Brand idea:“romance realised”

Refining the Connection Strategy

Consumer insight “I like to feel attractive

& still want to be desired”

Consumer insight “I like to feel attractive

& still want to be desired”

Connection Platform:“the look of love”

Connection Platform:“the look of love”

Connection Platform

“The look of love!”

We want her to bask in the look of love

...the look of love from a partner...the look of love coming from inside her self

““The look of love”The look of love”

It’s true.It’s true.

Women love romance.Women love romance.

But what does romance mean to her?But what does romance mean to her?

Does it mean…Does it mean…

unexpected romantic gestures?unexpected romantic gestures?

Yes.Yes.

Does it mean…Does it mean…

long-stemmed roses?long-stemmed roses?

Of course.Of course.

Does it mean…Does it mean…

a walk on the beach?a walk on the beach?

MmmmMmmm

Does it mean…Does it mean…

closeness and touching?closeness and touching?

Definitely.Definitely.

But the true meaning of romanceBut the true meaning of romanceis deeper than a gesture…is deeper than a gesture…

Better than a hugBetter than a hug

And goes beyond roses,And goes beyond roses,

chocolates, champagnechocolates, champagne

and the bedroom.and the bedroom.

True romance is the miracleTrue romance is the miracleof two people loving each other.of two people loving each other.

the story they’ve written together,the story they’ve written together,told through their children,told through their children,

and through their own secret and through their own secret code of words and signs.code of words and signs.

True romance is about unlocking True romance is about unlocking the intimacy forged across years.the intimacy forged across years.

It’s about ‘miracle moments’…It’s about ‘miracle moments’…

Those rare and precious momentsThose rare and precious momentswhen one lookwhen one look

spans a lifetime of love.spans a lifetime of love.

And time has no meaning.And time has no meaning.

Because like you,Because like you,

love is timeless.love is timeless.

Love is timeless.Love is timeless.

Anti-aging

treatmen

t

Romance

Masstige

Let’s review our goals…

PondsMiracl

e

Age Miracle to become her skin expert

and a romantic advisor

Opportunities

A ‘POND’S Age Miracle pathway’

I know about it

To achieve thiswe must influence a chain of behaviors

I‘m going

to give it a try

I use iton a daily basis

I see it working

I tryother Age

Miracle products

Unlocking the Pond’s Age Miracle Pathway

InspireBuild Trust

We need to work in Connections that:

I know about it

I‘m going

to give it a try

I use iton a daily basis

I see it working

I tryother Age

Miracle products

Connectionessentials

Translating communications to ‘connections’

Build Trust Prove expertise

Inspire

Communication

Strategies

Romance

Channel Guidelines

Connect the right moment

through the right media

to the right mindset

Hig

h P

ote

ntia

l Channels

TV Soap Opera

Quality Magazine

Quality

Places

Web Forums

Mobile

‘her’ Magazines

friends

Radio

Interact with ‘product’: (Sampling,

demonstrations)

Outdoor

Mass MagazinesTV

Talkshows

Vacation

Radio

News/ Music

Quality

MerchandisingCable

InternetEvents

Restaurants

Cinemas

Books

Cinema

TV Films

Places

Restaurants

Parks

TV

Cable

Newspaper

TV Open

Impact &

Visibility

Masstige Enviroment

Trust

Right

Mindset

Romantic Books

Prestige Malls

Impact &

Visibility

Hig

h P

ote

ntia

l Channels

TV Soap Opera

Quality Magazine

Trust

Quality

Places

Web Forums

Mobile

‘her’ Magazines

friends

Radio

Interact with ‘product’: (Sampling,

demonstrations)

Mass MagazinesTV

Talkshows

Radio

News/ Music

Quality

MerchandisingCable

InternetEvents

Restaurants

Cinemas

Books

Cinema

TV Films

Places

Restaurants

Parks

TV

Cable

Newspaper

TV Open

Outdoor

Vacation

Masstige Enviroment

Right

Mindset

Romantic Books

Prestige Malls

Books

Recognize this variant is more than just a perfum choise. It delivers of a specific kind of cleaning: iluminated whites and the smell of sundried clothes.

[think]

Can’t separate channels from

activation ideas…

…or activation ideas from channels

Food For Thought

Brand Essence“Romance realized”

Brand Essence“Romance realized”

Campaign Idea“Miracle Moments”

Campaign Idea“Miracle Moments”

Connection Platform

“The Look of Love”

Connection Platform

“The Look of Love”

Activate Connection

Connection Platform“The Look of Love”

Connection Platform“The Look of Love”

Activate Connection

Activation “Prove expertise

Activation“Inspiring & Promoting Romance”

“Masstige Masstige endorsement”endorsement”

“Masstige Masstige endorsement”endorsement”

TVVisible , fast Awarness

Newspaper

MagazinesQuality supports

Endorse masstige credential

MerchandiseExperience & reinforcing

Ponds commitment. Quality boxes/Kits

MUST HAVE CHANNELS

AREA

NICE TO HAVE CHANNELS

AREA

CinemaQuality locations

OOH/IndoorVisibility,

Dramatization and Impact

Radio

ActivationsExcuse to contact in the right place at the

Right timeExperience will

generates talkability

Rea

ch

Strategic Fit

“Look of love” connecting channels

Mobile &Bluetooth

Ponds Institute

Prove Expertisse

WEBProve

MUST HAVE CHANNELS

AREA

NICE TO HAVE CHANNELS

AREA

TVVisible , fast Awarness

Newspaper

MagazinesQuality supports

Endorse masstige credential

MerchandiseExperience & reinforcing

Ponds commitment. Quality boxes/Kits

MUST HAVE CHANNELS

AREA

NICE TO HAVE CHANNELS

AREA

CinemaQuality locations

OOH/IndoorVisibility,

Dramatization and Impact

Radio

ActivationsExcuse to contact in the right place at the

Right timeExperience will

generates talkability

Rea

ch

Strategic Fit

“Look of love” connecting channels

Mobile &Bluetooth

Ponds Institute

Prove Expertisse

WEBProve

Activation “Prove expertise

Proof

TV Programming

Seven Day Separation =Seven Years Younger

•TV Makeover show (non-surgical, go to Spa)•Before & after•“Look of Love” at reunion in a special tv show

ActivationProve

Expertise

Concept: Make the experience real, something she can touch

Expert / Real Experience

Pond’s Institute

The Look of Love

Real stories

about Romance

Attract women to touchthe real Pond’s experience

One Month

Channel Callto Action

permanet

TV Magazines

Timeline

Women who “touched” the experience/ TalkabilityStage

How

Consumer Engagement

How it works:

Radio

Internet

Mobile clinique with scientific skin assesment

Online scan + analysis of skin, beauty tips

Media InsertPull-out supplements with history and latest developments

Individual file, record onimprovements

Trial

Seven Days Before the Big Event…

•Trial Pack/merchandise•Dress Shop Partnership (when you are looking for the dress)•Hair Salon: Tied to once-a-week salon visit

Masstige endorsement

: Fashion and category dress

shops and stylish hair salons

ActivationProve

Expertise

The Effect (Dramatization)

Outdoor Ideas

Giant “Unwrinkling” Display

•Image starts wrinkled and then pulled-out smooth – over 7 days

ActivationProve

Expertise

The Romace Effect (dramatization)

Husband Reaction

Ho hum

Wow

Outdoor

ActivationProve

Expertise

Activation“Inspiring & Promoting Romance”

Provoking the “right mindset”

Concept:Open TV Ponds sponsorship of classic romance movies played in the evening’s prime time

Idea:Romance de Película

ActivationInspiring Romance

0%

10%

20%

30%

40%

50%

60%

06 - 07 07 - 08 08 - 09 09 - 10 10 - 11 11 - 12 12 - 13 13 - 14 14 - 15 15 - 16 16 - 17 17 - 18 18 - 19 19 - 20 20 - 21 21 - 22 22 - 23 23 - 24 00 - 01 01 - 02

Women

Channel: Open TVType: SponsorshipPrime Time (8-11 pm)

How it works:

+ + =

TV “Romance dePelículas”Sponsorship

Woman TV Audience

Idea:“Milagros del Amor”

Concept: -Prevoiuos to launch-A 7-days love story, each day-Engaging consumer through make them “think about it”

Make romance a relevant “matter”Activation

Inspiring Romance

Valentine’sDay (14/02)

Hired ContemporaryWoman Writer

7 days

Each day story publication in blog

3 months

Preparing Content:7 love stories

7 days

TV Magazines

Magazines (stories printed edition)

PR (Writer’s Interviews)

Internet Blog Launch

Radio Section Love story Narration

Timeline

Consumer Content

Women start commenting and sharing their own love-experiences

Stage

How

Concept spreadinto market/Blog launch

Consumer Engagement

How it works:

The Look of Love

Real stories

about Romance

Provoking the “right mindset”

7-day Quality Boutique Hotel Romance

Concept:

Activation to give the couple the lost spark of love again

ActivationInspiring Romance

7 days...Years of Marriage

Hotel Experience looking for love to skyrock

Timeline7 days

Couple runs intoroutine and loveslightly drops

One Month

TV “7 day Miracles” (Master Campaign) “7 days Btq Htl Romance”

Magazines

Internet

Radio

Announcement of the RomanticRevival

PR (Couple’s Interviews)

For Second Time

...

How

How it works:

Masstige endorsement

: Well know Quality

Boutique Hotel (Located

on prestige zone)

Right Place, Righ Mindset:

“Summer Nights

Movies for Two”

•7 night program in a park• Tied to phase of moon?

•Romantic theme•Flowers

Masstige endorsement:

Nice place, secure, well

located in cities (near of prestige

zone)

ActivationInspiring Romance

The Look of Love

Real stories

about Romance

Exhorting couples to life a new romantic experience

One Month

Channel Callto Action

7 days

OOH

TV Magazines

Timeline

Audience Presence

A classic romantic movie to be playedby night each of the 7 days activationin big fields or city parks

Stage

How

Consumer Engagement

How it works:

Radio

Digital

Masstige endorsement

: Nice place, secure, well

located in cities (near to prestige

zone)

Provoking “a romantic moments”

Win a 7-day Romantic Kit

Concept: Promotional Merchandising looking forward to leverage into romantic situations

ActivationInspiring Romance

Trade/Merchandising:

7 CD’s ofLove Classics

7 BathCandles

7 Chocolates/Pralines

7 ClassicLove Movies

Masstige endorsement: Quality well finished wood or metal box.

Indicative Activity PlanP1: ‘Establish P2: ‘Amplification’ P3: ‘Reinforce’

Bringing consumers intoromance experiences

Awareness

Nice to Have Channels

•Romance de Pelicula•The Look of Love Book•CV Milagros del Amor

• Boutique Hotel• Romantic Kit• Open Cinema

• 7 days before big event• 7 days separation...• Unwrinkling Display

• Pond’s Institute•Pond’s Beauty Kit

•Romance de Pelicula•The Look of Love Book•CV Milagros del Amor

• Boutique Hotel• Romantic Kit• Open Cinema

• 7 days before big event• 7 days separation...• Unwrinkling Display

• Pond’s Institute•Pond’s Beauty Kit

Launch:Master Campaign

Launch:Master Campaign

Must Have Channels

TV (Open & Cable)MagazineInternet

TV (Open & Cable)MagazineInternet

Consumer Engagementthrough participationin romance activities andexperiences

THANK YOU