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1907: first Cadum solid soap 1930: Cadum is N1 on Cosmetic market in France Up to 80s, Cadum remains the Soap N1 in France From 20 years Iba is N1 on problem solver, liquid and small space air freshener segments
A 3 years old company resulting from the merger of Cadum (Body care) and Iba (House Hold) in 2007.
Finance Director
Sales team
Export Director
Purchaser managers
Finance managers
R&D
Sales Adm.
Spain team
Uk team
Production
Finance team
Brand History
1907
M. Winburn a chemical industrialist & business man studies the issue of eczema. Louis Nathan discovers a cure for eczema Cade {Juniper] oil balm. M. Winburn & Louis Nathan collaborate and start the Cadum soap factory selling high quality affordable soap. Cadum becomes the Number 1 best selling soap & hygiene brand in France (50% of population use). Cadum combines with Colgate Palmolive to become Cadum Palmolive , and remains the No 1 soap in France Cadum re-launched to make Cadum a Global Brand.
M. Winburn
2003
The pink Cadum baby was selected to embody softness & health in the 20s
Cadum, today and brand image is used as a part of commercial French Story.
Boulevard Haussmann, Paris Center (close to Grands Magasins)
French dictionnary:
POSITIONING
www.cadum.com
Positioning
Proven in product softness since 1907, not just a claim. Clinically tested on sensitive & dry skin. Advanced formulations made with up to 100% natural ingredients achieving the same or better results than traditional products. Gentle cleansing ingredients. Hypoallergenic. Free of paraben, EDTA, BHT, DMDM, Phenoxyethanol. Not tested on animals.
Parabens: Skin irritant that upsets skins natural balance. Phenoxyethanol: Damages skin. DMDM (DiMethylol DiMethyl): Bad for the environment.
EDTA ou Ethylne-Diamine-Ttra Actique: Bad for the environment and your hair.
4 millions households in France use Cadum products each year. Cadum is the No 1 brand of hygiene in families with kids under 15 years old
INTIMATE CARE
-Adult Shower: - 4th brand of shower - 4 SKUs in the top 20 of the market (400 SKUs) -Soaps : - 4th brand of solid soaps - 2 SKUs in the top 10 of the market
BABY CARE
N 1
- 1st and only brand with ecocert label - 4th brand of the market No 2 brand in intimate care
KID CARE
N 1
brand of baby market - 3 SKUs in the top 10 of the market (300 SKUs)
2nd
N 1
N 1
+0.1%
Kids
Do femmes Douches TI Savons (sol/liq)
+9.6%
PDM CAD 2.4%
Lancement Nov.10
Our strategy
Recruit Mummies
Recruit Women
Cover all segments with high quality products and sharp positioning
Shampoo 400ml
LinIment 400ml
NEW
Powder
Baume
Eau de Toilette
Perfume
Natural Caresses
Sensitive
Cleansing water
- hypoallergenic - clinically tested - with organic almond oil - Cadum guaranteed composition
Best selling SKU of baby care market (excl wipes) 750 ml / SRP 5.90 400 ml / 3.95
- hypoallergenic - clinically tested - with organic almond oil - Cadum guaranteed composition
2nd best selling SKU of baby care market (excl wipes) 750 ml / SRP 5.90
- hypoallergenic - organic certified - contains organic sweet almond oil, jojoba oil, Shea butter, aloe vera. - Cadum guaranteed composition
400 ml / 3.95
Talc / powder
- For baby and mummy delicate skin - Prevent from irritations very absorbing - Clinically tested - Cadum guaranteed composition
Shampoo
- convenient thanks to the pump - adapted to frequent use for adults and babies - clinically tested - contains organic sweet almond oil - Cadum guaranteed composition
400 ml / 3.35
Moisturising balm
- restores the hydrolipidic film for a maximum protection of dry skins - hypoallergenic - organic certified - contains 20 % of organic shea butter - Cadum guaranteed composition
Damaged barrier
Restored barrier
150 ml / 5.35
Liniment oleo-calcaire
- the most recommended product by physicians - cleans, soothes and prevents irritations - 100% natural formula : olive oil+ lime water
400 ml / 5.90
- Soft, fresh and delicate Perfume - Low alcohol (20%) - Hypoallergenic - Clinically tested - Cadum guaranteed composition
50 ml / SRP : 12.50
Fragrancing water
A soothing and refreshing fragrancing water - Low alcohol (20%) - Hypoallergenic - Clinically tested - Cadum guaranteed composition
Thermal water = skin care active bringing natural minerals & taking care of sensitive skins
Possible feminine usage thanks to formulas & fragrances adapted to the target
70 %
Without alternative usage by adults, Hygiene/Care Baby segment would weight much lower
316 M
3.4 x less!!
95 M
Donnes Kantar 2010, Calcul pour chaque segment : % poids volume des foyers avec bb x CA du segment
-3,9% -8,9%
Market
Specific Brands
via a PREMIUM THERMAL SENSITIVE SKINS offer For babies & mummies
Cleansing Gel Body, Face & Hair 400 ml A premium offer to redevelop the category 400ML : 4.85 / 250 ml : 2.65
Each month from February to December, thousands of registrations and votes take place on the MagicMaman website to elect the Cadum Baby of the Month In January of 2011, 11 finalists are brought before a jury of celebrities who elect the Baby Cadum of the Year. 5 50% of votes from the public via internet 50% of votes from the jury
The election creates huge buzz and is a great vector for brand awareness
A celebrity jury
Composed of national celebrities which attract high level of media attention
Photos that create internet buzz = 3 000 visitors in 24h on the site
The Baby Cadum Election is the most popular baby election in France
Thank You