responsibilities: fine fragrances (waters) spa

Responsibilities:

Fine Fragrances (Waters)

Spa

Responsibilities:

Specialty Bath

ZZZ Baby

Jessica HansonMarketing Assistant

Charlotta PerlangeliSr. Marketing Manager

Marisa SeyfertMarketing Coordinator

Ulli Lindauer Sr. Marketing Manager

Jacqueline SingerGroup Marketing Director

BRAND HISTORY

FY1998 September 1997 Healing Garden launches as the first aromachology brand in the mass market environment with 4 core fragrances(44 RG SKU’s Total). Simultaneous launch in Canada.

FY1999 Aggressive New Product Activity - introduction of 4 new fragrances, 1 new form (75 RG SKU’s Total). Healing Garden launched in Europe.

FY2000 Continued New Product Focus - 1 new fragrance, 2 new forms. Line rationalization study identified consolidation opportunities. (95 RG SKU’s)

FY2001 Brand focus on streamlining SKU’s, reducing excess inventory, improving profitability. (92 RG SKU’s).

FY2002 The Healing Garden enters the Fine Fragrance category. (93 SKU’s)

The Healing Garden Consumer

Consumer Profile- Age range 20 - 49, with concentration in 25 - 34.

- Higher education level (72% some college or more).- Higher household income $50,000+.

Ethnicity- 86% of purchasers are non-ethnic.

- Limited penetration among ethnic targets.

Psychographic Profile- The Healing Garden purchasers describe themselves as down-to-earth

(78%), Natural (77%), Fun-Loving (73%) and Casual (71%).

Purchase Intent- 60% is for self purchase (vs. 56% for Bath and Body Works).

- 40% purchase HG as a gift (vs. 21% for Bath and Body Works).

Source: Coty Demographic/Psychographic study 2/01, IRI Household panel data

Visual Identity

Key Insight People are seeking physical, mental and spiritual well being.

Message “Power of plants to promote a sense of well being”.

Moment Spontaneous, caught moment.

Visual Support Nature, outdoors, botanicals, anchored in reality, always in the healing garden, bright and open.

Voice Honest, genuine, intimate, approachable.

Body Language Comfortable, centered, relaxed.

Facial expression Content, friendly, expressive of inner calm and peacefulness.

Tagline Holistic fragrances for mind + body + spirit

JasmineSensuality

Pink

TangerineEnergyOrange

GingerlilyPositivity

Yellow

Cucumber/LindenblossomRefreshmentLight Green

ZZZ TheraphyFor Sleep

White/Midnight Blue

LavenderRelaxation

Purple

Green TeaBalanceGreen

JuniperClarity

Blue

Specialty Bath Fragrance Landscape

Body Lotion 7 oz. and 1.85 oz.Shower Gel 7 oz. and 1.85 oz.Body Mist 7 oz. and 1.5 oz.Bath Soak 10.0 oz.Room Spray 4.0 oz.Candle 5.5 oz.Starter Kit 5-piece

Specialty Bath SKULine-Up

STARTER SETS – FEBRUARY 2002

NEW DESIGN NEW FORMULA NEW PRICE

Clear communicationSpecific benefit call-outs, colorful icons

Natural colors stress holistic and natural identityAppeal through translucent caps and pumps

Enhance emotionsthrough the power

of scent

MAY 2002 INTRODUCTIONZZZ THERAPHY

Shower Cream

Body Mist

SEPTEMBER 2002

INTRODUCTIONZZZ THERAPHY

Starter Tote

APRIL 2002

ZZZ THERAPHYFOR BABY

mineral oil-free lotion

tear-free wash

aloe-enriched powder

PEDIATRICIANTESTED

Why The Healing Garden Spa Theraphy? August 2002

1. A branded, advertised name in a hot growth segment; aromatherapy

2. Products are on trend with today’s consumersUpscale, natural and modern packagingDepartment/Specialty store quality and look

3. Price positioning of affordable luxury with upscale quality

4. Maximize impulse purchasesMore sophisticated lineName brand supported by advertisingDepartment/Specialty store type presentation

5. Further advantages for The Healing Garden Spa Theraphy Combines premium Spa industry imagery with functional treatment benefits

Opportunity to expand the category by attracting Department/Specialty Store Spa product buyers to Mass retail

Extend The Healing Garden’s core brand equity beyond Fragrance to encompass tangible/therapeutic skin benefits (Aromachology - Aromatherapy)

AromachologyAromachology is the effect of fragrances on human behavior and emotions to improve mood and quality of life.

For the Healing Garden Lavendertheraphy = Fragranced Bath & Body products that enhance emotions.

AromatherapyAromatherapy is the use of natural essential oils and herbs to offer emotional and physical benefits. It is generally used in combination with body massage and touch.

For The Healing Garden SPA Theraphy = Moderate / Intensive Body Treatment products with physical skin benefits + fragrance for emotional benefits.

Total Well

Being

The Healing Garden SPA Theraphy offers consumers more than just aromachology, it offers aromatherapy, the ultimate benefits

for total well being.

Herbal nutrient complex of botanicals and vitamins

Light, soothing aromachology scent

Daily Body Exfoliator with Olive Stone & Jojoba Meal 7.0 fl oz $7.95

Moisture-Rich Shower Cream with Sunflower & Calendula 7.0 fl oz $7.95

Smoothing Body Butter with Clary Sage, Wheatgerm & Buchu Leaf 7.0 fl oz $7.95

Moisture-Rich Body Toning Spray with Lemongrass 7.0 fl oz $7.95

Skin-Soothing Bath Soak with Soy Protein & Oatmeal 8.5 oz $8.95

refine

refine

renew

refine

renew

replenish

refine

renew

replenish

rejuvenate

refine

renew

replenish

rejuvenate

relax

Body treatment products Physical skin benefits

FIRSTSfine fragrances

body treatment

living hydroponicflower

technology

SCENT STRIPS

September 2002

sheer passion

Building on the success of The Healing Garden Waters fine fragrance collection.

Expanding our exclusive technology and positioning to include the third most desired state of well-being.

The Healing Garden Waters Sheer Passion breaks free of tradition. It stirs the senses with a voluptuous blend of WaterbornTM essences that

whispers a new freshness and purity.

Pink HyacinthOrange

GrapefruitCucumber

Living Golden Sundust Orchid TM

MoonflowerJasmine

Tuberose

MuskSheer Wood Notes

Moss

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