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Driving Brands To Greatness Through Creative Ideas

March 06, 2007

Nice N Easy Client Presentation


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2Todays goal

To present a Brand Acceleration strategy for Nice N Easy that will

help ensure its continued growth now and into the future

Not to redefine to explore possibilities and opportunities

To refresh, reinvigorate, and re-relevatize its core equities to maintain thebrand's relevance and rightful status as a category leader

Creating a future-forward brand direction, or brand trajectory will continuallyelevate and separate Nice N Easy from its competitors, and allow it tocontinually set the beautys color standard


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3What we did to prepare

We observed, probed, peaked, questioned, listened, shopped,

read, empathized, etc

Ongoing review and audit of key client initiated research: Equity Scan, WhoJourney, U&A study, MMM, competitive analysis, category business reviews,

segmentation study Focus group colorers - RTU, Grey Solutions

Review of Dove Pro Age launch and Real Beauty marketing campaign

Madonna viral ideas and tactics

Exploring the merits and design of Beauty-focused expert panel

Discussions with Pantone to better understand the role of color

Conducted all-day Brand Acceleration workshop


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4What we discovered along our journey

Nice N Easy is optimally primed to lead a category paradigm

shift from functional hair color to beauty transformation.


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5Nice N Easy: Today & Tomorrow

A bagel - simple & plain

Chapstix - tried & true, reliable

BA Business Class - transportation

A pearl necklace - common, staple

A bar of soap - does the job, no frills

Poland Spring water - commodity

Kmart - low prices

Palm wireless device - all in one

Little black dress - classic, traditional

Twin blade razor - functional experience

Blackberry - a thing that does this

Neutrogena lip balm - simple, easy

Clearasil - problem/solution

Lard - traditional

Granite - one dimensional

White t shirt - colorless

Pail of paint - utilitarian, democratic

Concealer - basic

Pastry - exotic and involving

Juicy Tube/Aveda - more than basic, emotional

Virgin Upper Class - experiential, magic carpet

Art Nouveau - character, expression, genuine

Body lotion - all over, something extra, more

New Zealand water- original, the source, provenance

Target - intelligent, smart, in-the-know, cooler

Trio - multidimensional, everything under the sun

Dress collection - a line, assortment, more than one

Venus - stretching the moment

Pebl - design, aesthetic, form meets function

Neutrogena Advanced Lip Therapy - expert, leader

New Clearasil - beyond acne, care and nurturing

Extra virgin olive oil - new, healthier, modern, extra

Glass paper weight - dramatic, dimensional, exciting

Colorful t shirt - stand out, color, vibrant

Dutch Boy paint - designed for her, empathy

Concealer/Advanced - top of the line

FROM/EXPECTED TO/UNEXPECTED


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6Analyze This!

(adj) Carefully neat, proper, agreeable

(adj) Simple, remedial, effortless

UNDISTINGUISHED


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7Image is Everything!


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8In a society and culture that segments beauty


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9Getting closer to our usersome Insights

1. As our user has grown older and transitioned thru different life stages and, perhaps, styles, she is lessattached to social groups which provide havens and reassurance

While she has her own family she still needs to reconnect with herself and those like her

Expertise & Sisterhood

2. Shopping for anything is a hassle, hair colorant is even worse. It would mean more to her to have help

in-store and even while she colors.

Involvement & New rituals

3. She is beauty involvedjust with a smaller priority and less occasion

On the occasions that she is beauty involved they are important and criticalthese are

moments that memories are made from. Expertise & Reliability

4. She is trained by the category not to be loyalwe created this

She doesnt have to be loyal

5. Color is the foil to beautyright now she shops, experiences, and feels the functional commodity she is

buying rather than celebrating the ensuing transformation. Talk to her in a different tone

6. She needs permission, license, etc to get more beauty involved and not feel guilty

Time and effort spent on herself and NOT her family brings a strong sense of guilt and isolation

7. She doesnt feel her age. Emotion is greater than reality


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10Some brands are listening

Soap brands grew 7% (1Q-3Q06)

Hair care product sales grew 13.3%

Skin care products and lotions grew 16.2%


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11What she told us from her gut

I go to the shelf and just lookI look to see if I see myself, I guess. I end up

scanning across and from end to end to find my shade.

Even when I have mine [NNE brand] I still look to see what else is there

All Im thinking is, shit! Ive gotta do this for the next two hours

Salons take the time that I dont have to ensure the job is done right. I dont

have the time and its not worth the money on a regular basis.

Moneyno, its value for money. Thats why I buy NNE.

I didnt realize it was Clairol Id been using for 15 years


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13How she wants you to perceive her

COURAGENATURAL GLOWCONFIDENCE

STRONG

BONDED

CLEVERSPIRITED

WITTY

SIMPLY ME

SENSUALBALANCED


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14Overarching Attitudinal Themes

Release my spirit

How ya like me now?!

Realbut ideal

My natural glow

Permission for me, please

HARD + SOFT

I am me


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15Nice N Easy Brand Opportunity

Rank Attribute Equity Type Discriminated Brand

1 I love this brand feelings Clairol Nice 'N Easy

2 This is a brand I can trust judgment

3 This brand makes me feel personally satisfied feelings

4 Makes me feel like I can look beautiful without a complex beauty routine feel ings

5 Has a shade for me judgment

6 Makes me feel better about myself feelings

7 This brand makes me feel like I've selected the best product on the market feelings

8 This brand does what it promises judgment

9 This brand makes me feel confident feelings L'Oreal Preference

10 The makers of this brand understand my needs in a hair color product judgment

11 This brand makes me feel renewed feelings

12 Makes me look younger feelings

13 This brand makes me feel like I am doing the best for myself feelings L'Oreal-Couleur Experte, L'Oreal Excellence, L'Oreal Preference

14 Makes me feel in control of how I look feelings

15 Gives just the color you expected/desired performance

16 Gives natural looking color performance

17 Makes me feel attractive to others feelings

18 Leaves hair soft to the touch performance

19 Makes my haircoloring routine simple so it fits into my life judgment

20 Makes me feel younger feelings

Source: P&G beauty/NNE 2006 Equity Scan


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17A Key Principle

In a marketplace of constant evolution and change, we

can no longer just ask what our brand stands for today,

increasingly, we must ask:

What is the brand becoming?


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18

The nexus of these four dimensions is where we

can create brand acceleration for Nice N Easy

Channel Consumer

Brand

Category

BRAND

ACCELERATION


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20The Brand Acceleration Process

Brand

Compass

New

Brand

Direction

DrivingIdea

CreativeActivationCurrent

Brand

Direction


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21

Nice N Easy Brand Acceleration


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22

CATEGORY

BRAND

CONSUMERS

CHANNELS

Brand Compass

What market forces will

accelerate or decelerate

category/brand growth?

What consumer forces can we

leverage to accelerate brand

opportunity?

What media touch-points will drive

brand relevance?

What current, latent, or new

brand equities will accelerate

brand differentiation?


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CATEGORY

BRAND

CONSUMERS

CHANNELS

Brand Compass: Category

For decades American women have quarantined themselves inbathrooms to cover their grey hair and disguise their age. It is aritual of necessity and is not typically seen as beautification.

Hair coloring is a mature and traditional business - think deptstore - merchandising in-store is cluttered and difficult. To someextent, manufacturers over-compensate for the unemotionalpurchasing and application process by continually discountingthe product. Inherently making the buyer/user less loyal andtherefore, all brands are the same product.

Our challenge is to reframe At-Home hair color as the ultimatetransformative beauty tool designed for todays modern andbeauty-involved woman. Simultaneously elevating NNE as the

standard of beauty excellence.


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24Brand Compass: Consumers

She has accomplished and achieved a lot - job to career, child

to family, dwelling to home, savings to investmentsSociety

expects a lot from her - roles, responsibilities, etc, and she knows

how to deal with it.

She knows shes a beautiful person - holistically - but she wouldlove to sneak moments to indulge and transform herself into the

reflection of beauty she aspires to. She needs an expert and

leadership brand that has a distinct POV who is not afraid to

speak to her on her terms. Help her release her individual colorful

self

CATEGORY

BRAND

CONSUMERS

CHANNELS


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CATEGORY

BRAND

CONSUMERS

CHANNELS

Brand Compass: Brand

Currently NNE is a brand I love because of its sturdy, reliable

and traditional positioning as a functional-benefit-led product.Even though weve seen progress in equity, the perception of

the brand hasnt really changed dramatically over the years

even though womens attitudes and behaviors have.

NNE as a brand is fragmented further along individual variants,

each designed for a specific problem, where the role of its

parent brand, Clairol, is ambiguous.

NNE does not currently have as clear an articulation of its

emotional benefit(s) as it does its functional.


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26Critical Brand Compass: Channels

Traditional broad-reach mediums - TV, print - are the usual

suspects to communicate to users new news: shades,discounts, etc. It is a standard stream of clutter from each

brand that creates confusionits one-size (problem) fits

all.

Beauty is individualistic. Color is personal. A migration to

more one-to-one, personalized, and customized solutions

offers white space to become a Beauty Leader.

Clairols CRM program has become a significant

differentiator breaking the established media pattern.

CATEGORY

BRAND

CONSUMERS

CHANNELS


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CATEGORY

BRAND

CONSUMERS

CHANNELS

Brand Compass: Summary

At-Home hair colorants are products

that women learn how to use. She

sees them as all the same.

I need a brand that will give me

permission to be more of myself, to

champion my personal beauty quests.

Isnt time you called her by her first

name? Youve know her long enough

to develop a more intimaterelationship.

She loves you but can live without

you. She identifies you as aproduct before a brand.


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Acceleration Rating:

Love

Accept

Ambivalent

Negative

Product

Price

Promotion

Idea

Leading

Challenging

Following

Receding

Disengaged

Engaged

Passive

Receptive

CATEGORY

RELEVANCE

BRAND

STRENGTH

CONSUMER

AFFINITY

CHANNEL

OPTIMIZATION

Innovation v

Beauty

Plotting the current directionSTATIC


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29Making The Brand Shift For Nice N Easy

New Brand Direction

The DIY ToolThe DIY Tool

Current Brand Direction


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30How Do We Get There?

New

Brand

Direction

DrivingIdea

CreativeActivationCurrent

Brand

Direction


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31Nice N Easy Driving Idea Brief

Driving

Idea

Driving Target Mindset:

Driving Brand Promise:

Driving Brand Rationale:

(Emotional Driver)

Current

Brand

Direction

New

Brand

Direction


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Colorful Personalities

Women, early thirties to late forties who are

confidently expressing a new side of their

individual beauty. She is in between being

young and becoming mature, yet she will always

feel younger than her age.

Age is not a barrier, her true colors, expressions,

truths and beliefs are the essence of the womanshe desires to be - from mom, to pal, to friend, to

sister, to prankstershes a kaleidoscope of

emotions.


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Nice N Easy - Simply Fabulous Color. Beautiful You.



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Nice N Easy - Simply Fabulous Color.

Beautiful You.


Products designed to fit into her life


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Driving

Idea

?

Nice N Easy Driving Idea Brief







Beautiful You.


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Driving

Idea:

Nice N Easy Driving Idea Brief

COLORWONDERFUL!

The Color of

Beauty

The DIY

Tool







Beautiful You.


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REVIEW OF EQUITY PYRAMID


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38Nice N Easy Equity Pyramid Evaluation

Consistency of language,message,benefits

Internal alignment (w/in P&G Beauty)

Comprehension of messaging by target/user

Appropriate with brand life cycle

Warm with Wit

Functional hair care - coloring - styling

Not beauty-focused: imagery, language, aspiration

Functional direction lacks energy, emotion of beauty

Lack of leadership/expert credibility

Inability to invoke beauty emotion in favor oftransformative approach

Current tone/direction of nice and easy is formulaicand less premium - build to cleverness andintelligence

One-way communication vs dialogue

Color of color as it pertains to image, hair, beauty, etc

EFFECTIVE LEAST EFFECTIVE


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39Nice N Easy Equity Pyramid Evaluation

Color needs a more prominent role, identification, and more energy than we currently haveassigned it

Create higher level of aspiration, a more interesting/rewarding experience, a strongeremotional attachment and affinity

Warmth with Wit is descriptor at best, what does it really mean for color and beautytransformations?

Redefine the essence and applicability of easy and simple

Easy to become a function of intelligence, cleverness; simple a function of precision, design,fun, active vs passivenot a functional attribute or quality

Align easy and nice with future/new brand direction(s) not product

Every woman wants (not needs) to feel beautiful

Progress towards beauty and premium-ness vs functionality

Appeal to her true dreams and aspirations

Reframe the War against Gray as a battle she can win

Hair care and color is beauty-involved and so are our users and potential users


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Her Hair: She wants to easilyachieve a beautiful, natural look the ultimate compliment is that

she (not just her hair) looksgreat.

Current Nice N Easy Equity Pyramid

Building Blocks

POD Brand Benefits in Priority Order1/ Superior natural-looking color with dimension

2/ Easy to use beauty innovations

3/ Superior gray coverage

Emotional benefit: Renewed, ready to face the world

POP Brand Benefits

No conditioning or long-lasting tradeoffs

Brand Character

Refreshingly authentic. Warm with wit.

Design Theme: Work in Progress

Equities which Consumers Experience:

Brand Look: Lively, modern beauty thats easy.

Spokespeople: Aspirational beauties with both a sense of self and a sense of

humor

Executional Elements: Interaction/relationship with others, emotional

transformation

Strategic Target: Women seeking natural-looking haircolor that fits simply into their lives.

Her Life: She doesn't have time for complicated

beauty routines but doesnt want to compromise herhaircolor either. She wants to keep it simple and

natural-looking.

After she colors she feels renewed and confident;this allows her to focus on whats most important in

her life.

Overall

Equity:

Incredibly natural

looking color thats

simple for me

WhatConsumers

Experience

Interna

lStrateg

ic

Choice

s


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Her Hair: She wants to easilyachieve a beautiful, natural look the ultimate compliment is that

she (not just her hair) looksgreat.

Nice N Easy Equity Pyramid Opportunities

Building Blocks

POD Brand Benefits in Priority Order1/ Superior natural-looking color with dimension

2/ Easy to use beauty innovations

3/ Superior gray coverage

Emotional benefit: Renewed, ready to face the world

POP Brand Benefits

No conditioning or long-lasting tradeoffs

Brand Character

Refreshingly authentic. Warm with wit.

Design Theme: Work in Progress

Equities which Consumers Experience:

Brand Look: Lively, modern beauty thats easy.

Spokespeople: Aspirational beauties with both a sense of self and a sense of

humor

Executional Elements: Interaction/relationship with others, emotional

transformation

Strategic Target: Women seeking natural-looking haircolor that fits simply into their lives.

Her Life: She doesn't have time for complicated

beauty routines but doesnt want to compromise herhaircolor either. She wants to keep it simple and

natural-looking.

After she colors she feels renewed and confident;this allows her to focus on whats most important in

her life.

Overall

Equity:

Incredibly natural

looking color thats

simple for me

WhatConsumers

Experience

Interna

lStrateg

ic

Choice

s

Opportunity to dial up the role of

color as it relates to beauty

Opportunity to to re-frame her life style: need for

permission, sisterhood, self-involvement

Opportunity to start a more enriched dialogue

w/ her - natural looking cues, role of

colors/shadesOpportunity to connect w/ her -

Dimensionalize WWW

1

2

3

4

5

6

Are they still relevant? What

about multicultural images?

Opportunity to create a role for the brand

AFTER the product is consumed


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