Fragrance print and social media editorial and advertising in 2014 including a view of fragrance retailer promotional activity

1. Mike Ramseyer Founder & CEO
A presentation to
THE MARKET THE BRANDS THE MEDIA
3rd February 2015

2. our pedigree & heritage
• Deliver solutions to 90% of the beauty market
• Recognised as the industry standard for market insight
• Set a standard by which others are measured
• Real time data from 80M websites
• 10 years of historical data from 600 publications
• Constantly evolving and developing products to meet our clients needs
• Historical pricing and promotional data across retailers
• Building digital communities

3. who do we work with?
….plus quite a few more….

4. COLLECT CLARIFY CONNECT
DISTILLING KNOWLEDGE FROM THE NOISE

5. Print media marketing

6. 9 years of fragrance editorial
2499
2415
2921
2590 2788 2849 2838
2470
2279
800
1300
1800
2300
2800
3300
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2006 2007 2008 2009 2010 2011 2012 2013 2014
Consumer & national press fragrance mentions
For clarity within the graph the values shown are only for the number of mention’s peaks

7. 9 years of fragrance advertising
Consumer & national press fragrance ad spend est at rate card
£22,004,465
£29,093,756
£30,064,343
£25,496,509
£27,737,822
£30,969,199 £30,530,226
£28,118,066 £28,555,023
£5,000,000
£10,000,000
£15,000,000
£20,000,000
£25,000,000
£30,000,000
£35,000,000
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2006 2007 2008 2009 2010 2011 2012 2013 2014
For clarity within the graph the £s values shown are only for the spending peaks

8. 2014 v 2013 fragrance PR / advertising

9. 2014 fragrance new products
765

10. 2006 to 2014
2006 v 2014 fragrance consistency

11. 2014 PR 2014 ADV
1 Estee Lauder Companies 1 Procter & Gamble Prestige
2 LVMH 2 Coty UK Ltd
3 Coty UK Ltd 3 Kenneth Green Associates
4 Kenneth Green Associates 4 L'Oreal Group
5 L'Oreal Group 5 LVMH
6 Procter & Gamble Prestige 6 Puig UK
7 Chanel 7 Chanel
8 Puig UK 8 Estee Lauder Companies
9 Elizabeth Arden Inc
86%68%
2006 v 2014 fragrance consistency

12. 2006 to 2014 fragrance cumulative
CONSUMER PRESS PUBLISHERS
PR PAGES ADV REVENUE
1 Hearst Conde Nast
2 Bauer Hearst
3 Conde Nast IPC Southbank
4 IPC Southbank Bauer
5 IPC Media ShortlistMedia
6 Hello Limited Hello Limited
7 Northern & Shell IPC Media
8 ShortlistMedia Redwood Publishing
9 Harrods Media Harrods Media
10 Wonderland Magazine Northern & Shell

13. 2014 fragrance consumer titles
1st = PR mentions 1st = Ad spend

14. 2014 fragrance top products / consumer press
1st= for PR mentions 1st for ad spend

15. 2015 fragrance PR January
+7%

18. 2014 fragrance innovation for Christmas

19. Your initials here
Advert with the viewer’s name + initials on bottle
Interactive advertising + alert where ad will appear
+ directions to nearest stockists

20. 203,000 followers

21. #myburberry:
188,428,209
retweets: 1,173

22. 2014 fragrance innovation for Christmas

23. First use of a # in a Chanel ad
#theonethatiwant

24. #theonethatiwant:
38,039,732

25. 2014 fragrance innovation for Christmas

26. #debslovestory
Pont des Arts Paris
Create your own ‘lock’

27. #debslovestory:
3,132,608

29. 2015 innovation for the fragrance industry
www.rise.global/beauty #beautyindex

30. Promotion Discovery
Q4 2014
October to December top line findings*
1 x company 32% of SKUs on promotion
2 x retailers 35% of time running promotions
1 x retailer 42% was average discount
December *
Boots Flat-lined
TFS 3.68% increase
6 x retailers 6.71% increase
*Sample: Female EDP 30ml 6 companies 8 brands
2,000 fragrance SKUs in 8 retailers

31. Discover
Share
Buy
Understand the consumer’s shopping intent
Reviews, wish lists , friends, pricing alerts
5,000 retailer partners
86,000 beauty products
14,000 fragrance products

32. 2015 monthly insight reports