POND’S MENBrand Extension Analysis

MEN’S GROOMING CATEGORY

Men’s Grooming has reached a value INR 46.8 billion growing at over 21%

All leading manufacturers expanded their men’s

grooming portfolio in 2013-14

Increased availability, desire to look trendy along with increased incomes has led to higher category growth

Men’s Grooming

expected to have a CAGR of over 10 to reach 75.4 billion INR

by 2018

SKINCARE CATEGORY

Over 50% market share in skincare with the next biggest player having a 6% share

UNDISPUTED LEADER!

75,315 mn INR

Have your pie and eat it too!

Category Size

19.7%

FACIAL CLEANSING

Personal Care Split Up by region

Around the world Facial Cleansing leads the way in personal care and more so in South East Asia with 93% spending on facial care

Mens FC Female FC Male FM Femsle FM Female Fairness FM

Female AA FM

Segment Growths55%

MAT 13 MAT 140

20406080

100120

Facial Cleansing Shares

Male FC Female FC

% Shares

Male FC Shares up from 11% to 29% in 2014

Men’s Facial Cleansing is the fastest growing segment in facial care

ABOUT THE COMPANYHINDUSTAN UNILEVER

Net sales of INR 258.1bn and profits of INR 30 bn in previous financial year

Leader in the overall beauty and personal care in India in 2013 with a 30% market share

Focus on expanding its personal care portfolio through new launches

Leader in 7 out of 10 main categories

Widest product portfolio with strong presence in some of the fastest-growing categories

THE PONDS BRANDGet the expert to look after your skin

Launched in 1846 as healing cream in the U.S.

In 1886 Pond’s began advertising nationally

By 1910 Pond’s Vanishing Cream and Cold Cream were well established brands

In 1920s the company targeted royalty with Queen Marie of Romania an obsessed user cum sponsor

In 1995 Ponds merged with the Cheesebrough manufacturing company

In 1987 Cheesebrough-Ponds was acquired by Unilever

Since then the company has expanded to Facial Moisturizers, BB creams, Facial Cleansers and Makeup removers

HOWEVER!Pond’s had always been a feminine brand until….

THE BRAND EXTENSION

A Facial recharger for men with coffee bean extracts…

Pushed up the share of Pond’s brand to over 6% in the skin care market !!

WHY IT MAKES SENSE?Skin care one of the fastest growing categories

Men’s category is rapidly increasing share in skin care

Consistent with HULs strategy of expansion in personal care

HUL being the category leader is expected to lead the way with innovations

Facial Care is an obsession in South east Asia