Premium: Blaze of Glory. Fine Fragrances for Cleaners

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1 Premium: Blaze of Glory Fine Fragrances for Cleaners

2 2 Content (1) Introduction. (2) Premiumisation. (3) Market Data Europe. (4) What about fragrance? (5) Bell Fragrance Compositions. (6) Bell Application Formula. (7) Prices. (8) Sources. (9) Contacts.

3 3 (1) Introduction. A growing class of consumers looking for greater value benefits from products they buy and aspirations along with the spread of modern retail, is driving the premiumisation trend in the FMCG* sector for some years. While premiumisation especially in personal care was well-known, uptrading in household care has come as a bit of a surprise the last years but it is definitely not a niche anymore. The increased focus on brand and product innovation has resulted in marketers also focusing on premium positioning of their brands. Premiumisation of company's home care products and brands has been supported through the development and introduction of products with increased fragrance complexity, aesthetic appeal, convenience-based innovation and value-added sophistication. *FMCG = Fast moving consumer goods.

4 4 (2) Premiumisation. Premiumisation has created the bridge between the desirability of the luxury world and the function and necessity of the mass market. Sophie Maxwell Premiumisation is one of the Top 10 trends of the last 5 years. Every business area launches premium products. Companies can use a variety of methods to give a product a more premium positioning. Packaging can convey the benefit through unusual shape, graphics, or functionality. High-quality, exclusive or functional ingredients are often used for premium declaration.

5 5 (2) Premiumisation. How to create a premium character?

6 6 (2) Premiumisation. Product Packaging Samples Household Care Williams-Sonoma Essential Oils All-Purpose Cleaner, Lemongrass Ginger, USA (Scented with lemongrass, ginger and other premium essential oils and essences.) Jo Malone Candles, London (Fragrance: Peony and Blush Suede, A feminine and floral scent that has notes of red apple, peony and suede, it s arguably her most luxurious yet.)

7 7 (2) Premiumisation. Product Packaging Samples Personal Care Products h2o+, USA (skincare benefits of marine science) Nude Brands LTD, UK (organic range in the luxury skincare category)

8 8 (2) Premiumisation. Product Packaging Samples Mixed Green & Black s Ice Cream, UK (Organic ice cream, Chocolate, Vanilla, White Chocolate & Raspberry) The Patrón Spirits Company, USA (Tequila)

9 9 (3) Market Data Europe. Market Overview Opportunity markets include Austria, France, Germany. All-Purpose cleaners drive new product development in Europe and are especially active in France (51% of Hard Surface Care launches in 2013), Italy (41%) and the UK (31%). New product development of private label remains most active in Europe, accounting for a steady third of launches in Private label remains a persistent threat thanks to wide accessibility as well as improved product innovation, which is catching up with the branded offerings.

10 10 (3) Market Data Europe. Market Overview The product made a huge leap forward from a normal multipurpose cleaner, usually used to clean large areas of surfaces such as tables, countertops and glasses, to becoming an all-around house cleaner, combining specific tasks from floor and window cleaning to kitchen and bathroom cleaning. Multipurpose cleaners have gained growing popularity among consumers and recorded the highest value growth in 2013.

11 11 (3) Market Data Europe. Europe Hard Surface Care (new product development) by Sub-category, 2013, % launches Bleach/disinfectant 8% Other 20% All-purpose/multipurpose surface care 36% Floor care 11% Glass care 11% Bath, Shower & tile care 14%

12 12 (3) Market Data Europe. In the Spot: Surface Care GERMANY Headlines: - In 2013 surface care posts current value growth of 2% to reach sales of 784 million. - Strong hygiene requirements continue to drive sales. - Unit price sees a further increase in most categories in Procter & Gamble remains the leading player with a value share of 21%. In the Spot: Surface Care POLAND Headlines: - Current value sales of surface care grow by 2% to reach PLN862 million in Consumers are becoming more demanding and seek specialist products. - Average unit prices in surface care increase within most of the categories. - Colgate-Palmolive Polska Sp zoo takes the top position with a retail value share of 19%.

13 13 (3) Market Data Europe. In the Spot: Surface Care FRANCE Headlines: - In 2013 surface care in France increases by 1% in current value terms to reach 536 million. - The category benefits from the success of traditional ingredients and the general premiumisation of wipes. - The average unit price increase is higher for wipes than for conventional substitutes excluding wipes. - Procter & Gamble France holds the lead in surface care in 2013, with a value share of 20%.

14 14 (3) Market Data Europe. In the Spot: Surface Care UK Headlines: - Surface care increases in current value by 4% in 2013, rising to 668 million. - Consumers prefer specialist cleaners for certain tasks but multipurpose cleaners remain more popular overall. - The average unit price of surface care continues to increase in current terms. - Procter & Gamble s Flash remains the leading brand in surface care with a 12% value share in 2013.

15 15 (4) What about fragrance? TOP 5 Ranking, 2013

16 16 (4) What about fragrance? Traditional Citrus, Fresh & Clean and Floral scents will continue to drive new product development but there is growth opportunity for more niche escapist and gourmet themes. There is scope to attract more men to household cleaning products via scent innovation. Incorporating ocean-based scents for example, could appeal more to men than the general emphasis on floral fragrances in the category. Source:

17 17 Following Bell Flavors & Fragrances presents new & innovative fine fragrances for neutral cleaners.

18 18 (5) Bell Fragrance Compositions Lagulian extra The top note of this fragrance is shaped by a complex of citrus bergamot and lime. A flower bouquet consisting of rose, jasmine and lily of the valley closes in the middle part. An ensemble of fine woods, musk and tonka is the soft base. ( type LAGUNA / Salvador Dali )

19 19 (5) Bell Fragrance Compositions Time for woman extra A light green fruity top note of bergamot, peach and pineapple is supported by a colorful flower bouquet. The base combines sweet vanilla with fine woods and musk for a sensual and warm fragrance final. ( type TEMPORE DONNA / Laura Biagiotti )

20 20 (5) Bell Fragrance Compositions Lady Red extra A fruity modified flowering complex of tuberose, lily of the valley and heliotrope is elated initiated by a top note with bergamot. The sweet powdery base, with wood - and amber accents, gives to the fragrance volume and fullness. (type DEEP RED / Hugo Boss )

21 21 (5) Bell Fragrance Compositions Unity DF This fragrance, dominated by a rich bergamot note, gives an impression of sporty vitality nd juvenile freshness. Lemon and a nuance of leafy green lead over to a herbal middle note, generated by lavender and aromatic geranium. A delicate floral bouquet of freesia, jasmine, lily of the valley and rose forms a contrasting balance. Sandal and cedar blend well with warm and gleaming ambery nuances. ( type CK ONE / Calvin Klein )

22 22 (5) Bell Fragrance Compositions Mister extra The fresh, mediterranean tip of this masculine fragrance is formed by a chord of bergamot and lemon. Floral accents carried from a woody and amber base, which gives fullness and character to the composition. (type BOSS BOTTLED / Hugo Boss )

23 23 (5) Bell Fragrance Compositions Blue River extra A Classic masculine fragrance note of great freshness and radiance. Opened by a very fresh and green-watery citrus top note, the character of the heart unfolds a floral-herbal bouquet comprising geranium, orange blossom and lavender. The foundation is supported by a precious-woodsmusk-oakmoss accord - warmly rounded off by ambery shades. ( type COOL WATER / Davidoff )

24 24 (6) Application Formula.

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