2005 Pond's Brand Audit (Face Care)

Brand Health Pyramids:

Pond's vs. competitors
Pond's remains a relatively small brand in the category. Olay continues to lead the category Data period: 2005
Context: Face Care

Pond's
6% 14% 23% 29% 40%

Dove
18% 27% 33% 36% 40%

Olay
29% 41% 50% 56% 76%

Neutrogena
19% 29% 40% 44% 59%

Conviction Advantage Acceptable Performance Relevance Presence Base:

(1182)

(1182)

(1182)

(1182)

L'Oreal
Conviction Advantage Acceptable Performance Relevance Presence Base: (1182)
5% 8% 11% 12% 21%

Avon
10% 14% 21% 25% 37%

Roc
1% 1% 2% 3% 7%

(1182)

(1182)

Brand Health Pyramid

Trended Pyramid & Signatures
2004 Pyramid
Conviction Advantage Acceptable performance Relevance Presence
24% 29% 40% 7% 14% 23% 29% 40%

2005 Pyramid
6% 14%
-20

2005 Signature

-11 -6 1 4

Base:

(2459)

(1182)

Pond's has not improved from 2004 lacking any impact from its re-launch on the anti-aging platform in 2005 (Project Aurora)

Pond's does not own any compelling benefits and hence continues to be weak at the higher levels of the pyramid

Brand Equity strength over time

Voltage x Presence
While Pond's continues to have a relatively low to moderate presence in the face care category, it has weakened in its potential for future growth (One-number summary of the Brand Signature indicating brands potential momentum)

10

Olay 2005 Dove 2005

5

Olay 2004

Dove 2004 Neutrogena 2005 Avon 2005

Pond's
Neutrogena 2004
Significant movement

Voltage

No 2005 2004

L'Oreal 2004 L'Oreal 2005

-5

Avon 2004

Pond's 2004

Pond's 2005
-10 0 10 20 30 40 50 60

-10 -20

Presence
(Deviation from average)
4

Brand Clarity

Data period: FY 2005 Face Care: BHC

Despite the anti-aging launch re-launch in 2005, Pond's continues to be only seen as an effective make-up removal product without any other skin care benefits. Pond's Dove Olay Neutrogena
Have products that effectively remove make up Have a pleasant fragrance Leave skin soft and smooth Cleanse skin deeply Are gentle and mild to the skin Nourish my skin Make me feel feminine Products moisturize my skin better than other brands Are experts in skincare Leave skin so healthy it glows Expertise in understanding/fighting aging process Are suitable for the whole family Make skin look younger Reduce the appearance of fine lines/wrinkles Are enjoyable to use Are brands that talk about beauty in a different way Keep skin healthy Actively care for my skin Make me look and feel beautiful Are especially designed for sensitive skin Work as well as more expensive brands More attractive packaging than other brands Have products that help control oily skin Gives me confidence Make me feel like I made a smart choice Bring about real improvement in the skin Are brands that care for my skin Are always doing new things Have products that are light and non-greasy

22 3 3 2 2 2 2 2 2 2 1 1 0 0 0 -1 -1 -1 -1 -2 -2 -3 -3 -3 -3 -3 -3 -4 -5

-3 10 8 -2 15 4 5 7 -14 1 -20 20 -13 -22 4 -4 -1 -2 -2 9 6 6 -10 0 4 -8 2 5 2 -3 -3 -6 -7 -2 -1 -1

1 10 2 5 -8 -6

21 -1 -1 -6 -5 5 4 -12 24 -11 -12 6 -5 1 4 4 -5 16 15 0 -6 2 0 5 2 4 1 21 2 2 4 0 -2 10 1 9

0 -7 -3 -8

-1 -1 -1 -2

Clarity Score

Brand Clarity
L'Oreal and Roc are primarily seen to own the anti-aging platform Pond's L'Oreal
Have products that effectively remove make up Have a pleasant fragrance Leave skin soft and smooth Cleanse skin deeply Are gentle and mild to the skin Nourish my skin Make me feel feminine Products moisturize my skin better than other brands Are experts in skincare Leave skin so healthy it glows Expertise in understanding/fighting aging process Are suitable for the whole family Make skin look younger Reduce the appearance of fine lines/wrinkles Are enjoyable to use Are brands that talk about beauty in a different way Keep skin healthy Actively care for my skin Make me look and feel beautiful Are especially designed for sensitive skin Work as well as more expensive brands More attractive packaging than other brands Have products that help control oily skin Gives me confidence Make me feel like I made a smart choice Bring about real improvement in the skin Are brands that care for my skin Are always doing new things Have products that are light and non-greasy

Data period: FY 2005 Context: Face Care :BHC

Roc
-5 -6 -3 3 -6 -2 -4 -4 13 -1 19 17 -4 12 20 -2 5 3 4 2 -3 -3 -3 1 -1 -1 8 6 -1 -1
Note: Avon imagery data not available.

22 3 3 2 2 2 2 2 2 2 1 1 0 0 0 -1 -1 -1 -1 -2 -2 -3 -3 -3 -3 -3 -3 -4 -5

-8 1 2 -14 0 2 9 11 0 4 -21 12 14 -3 3 -4 -3 2 -5 -10 10 -8 2 -2 0 -4 -2 -3

Clarity Score

Brand Share of Total Communication

Awareness vs. Competitors
Media awareness for Pond's is strongly driven by Print, with TV being a secondary role, unlike any other brand except L'Oreal. In-store activity is an important awareness generating medium in this category. Data period: FY 2005 Share of Total Communication Awareness % Pond's Dove Olay Neutrogena L'Oreal Roc
Base:
12% 21%

TV %
63% 87%

Print %
79% 86%

Outdoor %
10% 14%

Radio %
9% 13%

In-store activity %
77% 82%

25% 18% 10%

83% 72% 66%

85% 83% 84%

13% 10% 11%

12% 14% 10%

77% 77% 75%

4%

60%

66%

5%

3%

55%

(3461)

Base: Aware/Asked*

*Note: Awareness by media is based on consumers aware of total communication for that brand Note: Non-TV communication awareness data not available for Avon

SOV/SOM ratios & Communication pressure

SOV/SOM Ratios Spend Efficiency (category) Brand A Brand B Brand C Share of Spend Share of Market 2005 2004

Share of use nowadays* %

Pond's Dove Olay Neutrogena L'Oreal Roc
Base:

Share of Total Communication Awareness %

Effective Communication Pressure Index

120 100 69 90 167 0

10 21 36 20 6 0
(3461)

12 21 25 18 10 4
(3461)

*Note: Past 4 weeks usage data is used for 'Share of use nowadays' Past 4 weeks usage data not available for Avon

Brand Saliency
Spontaneous Awareness
Based On Main Sample Rolling 24 weekly data 80

Rolling 24 weekly

Pond's unaided awareness has picked up a little in Q4 2005, stopping a declining trend. Pond's' ability to convert from awareness to trial and trial to regular usage can be enhanced to bring it in line with expectation

60

Olay

40

Neutrogena

Dove 20 Avon Ponds L'Oreal 0 RoC A S O N D J F M A M 2004 J J A S O N D J F M A M 2005 J J A S O N D (c) Millward Brown Inc.
facial AUD00

Conversion To Trial
60
Noxema Olay

Conversion To Adoption
20
Olay

50
Neutrogena

15

Adoption

40

Clean and Clear Avon Dove Ponds Dove

Trial

10
Avon

Neutrogena

Noxema

30
Clinique

Clean and Clear Clinique

20

Suave Estee Lauder

L'Oreal Nivea Almay

Aveeno

5
Ponds L'Oreal Nivea Aveeno

10
Roc

0 40 50 60 70 80 90

Roc

Suave Estee Lauder Almay

10

20

30

40

50

60

*Note: Used most often Past 3 months data is used for 'adoption'

Awareness

Trial

Consumer Value Index

Data period: 2005

150

Desirability

Dove

Olay

100

Suave

Neutrogena Pond's Pond's Value Index 95

L'Oreal Roc

50 50 100 150

Perceived Relative Price

Note: Aveeno, Nivea, Noxema, Clinique, Clean and Clear, Estee Lauder, Avon, and Almay not asked in imagery so they are not involved in the calculation of the indexes
10

Perceived Price vs. Actual Price

r = 0.89 {95% Confidence Band}

140 Perceived Relative Price Index

120
L'Oreal Almay Ponds Noxema Clean Olay Nivea Dove Neutro Aveeno Roc

100

80

Suave

60

50

100

150

200

250

Actual Price Index

11

Tracking packaging Attributes vs. Competition

Pond's packaging is not seen to be very attractive. Olay & Dove are the clear leaders in this area.
'Has more attractive packaging than other brands'

Package Attractiveness
Based On Main Sample Rolling 24 weekly data 80

60

Olay 40 Dove L'Oreal

20 Neutrogena Ponds RoC 0 A S O N D J F M A M 2004 J J A S O N D J F M A M 2005 J J A S O N D (c) Millward Brown Inc.

facial AUD01

12