TREAT YOUR CLOTHES RIGHT

CLEAN, MAINTAIN, AND RESTORE WITH NOVOZYMES

2 27/04/2020 NOVOZYMES PRESENTATION • • • • • •

AGENDA

How to treat clothes right?

Market and consumer insight Proof of concept Get new brand claims CottonSpa – a new product concept Conclusion

3 27/04/2020 NOVOZYMES PRESENTATION • • • • • •

AGENDA

How to treat clothes right?

Market and consumer insight Proof of concept Get new brand claims CottonSpa – a new product concept Conclusion

4 27/04/2020 NOVOZYMES PRESENTATION Novozymes’ solution give clothes longevity

5 27/04/2020 NOVOZYMES PRESENTATION • • • • • •

AGENDA

How to treat clothes right?

Market and consumer insight

Proof of concept Get new brand claims CottonSpa – a new product concept Conclusion

6 27/04/2020 NOVOZYMES PRESENTATION What do consumers want from their detergent?

They want a detergent that does more than clean – it also cares They are cost conscious and want their clothes to last longer They want something that’s good for them, their clothes, and the environment

7 NOVOZYMES PRESENTATION Modern living demands new lifestyle and aesthetic claims Laundry enzymes have conventionally been used to improve performance, meaning cleaning and stain removal with increasing effectiveness on stain types such as grass, blood, or sweat.

As markets have matured and competition intensified, brands have looked at adding more aesthetic or lifestyle-orientated values to their solutions.

Source: Euromonitor 2010

8 The trends challenging whiteness globally

Number of product launches with whiteness claims are rising

• • • • Popularity of liquid detergents vs. powder is escalating the whiteness challenge as liquid detergents do not contain bleach Traffic and air pollution is increasing worldwide, leading to more dirt on clothes Less water is used for washing, leading to relatively higher soil load

Lower washing temperatures

make it hard to offer desired whiteness 27/04/2020 2005 2006 2007 2008 2009 2010 2011 Source: Mintel gnpd, 2011 NOVOZYMES PRESENTATION

9 4/27/2020 NOVOZYMES PRESENTATION Color care is one of the most popular claims for fabric care products Fabric care products launched globally in 2010 Source: Mintel gnpd, 2011

10 4/27/2020 NOVOZYMES PRESENTATION Whiteness, brightness, and color care claims are gaining popularity 1

A r i e l A c t i l i f t E u r o p e

2

P e r s i l C o l o r G e l E u r o p e

3

C h e e r B r i g h t C L E A N U S

Actilift formula helps smoothen fibers so that dirt can be removed easily Protects colors, even when repeatedly washed, with long-term color protection for bright and lucid colors Fights dinginess, leaving whites and colors clean and bright in just one wash

11 27/04/2020 NOVOZYMES PRESENTATION Three products that care while they clean gain market share 1

A r i e l A c t i l i f t E u r o p e

2

W o o l i t e D r y C l e a n e r ’ s S e c r e t U S

3

T i d e T o t a l C a r e U S

In the first six months of the launch of Ariel with Actilift in Europe, P&G saw an increase in market share by 2% points to almost 28% Source: Happi Magazine, July 2010 Sales of Woolite Dry Cleaners Secret went up by 693% for the 52-weeks ended 1 November 2009 Source: Happi Magazine, January 2010 In 2009, Tide Total Care sales surged by 350% despite the recession Source: IRI data

12 27/04/2020 NOVOZYMES PRESENTATION Using fabric care enzymes to gain market share

Case Story

K a o A t t a c k J a p a n

Kao’s Attack, was one of the first brands to base claims on cellulase technology. It introduced cellulases in Japan in the late 1980s. Cellulases provided solutions for oily stains and fabric care for cottons. The brand claim built on convenience helped establish Attack as market leader despite a price premium of almost 50% and transitioned the category from functional (cleaning) to aesthetic (fabric care) and lifestyle (convenience).

13 27/04/2020 NOVOZYMES PRESENTATION Cotton is king!

• • • • Cotton is one of the most popular fibers used for apparel Over 40% of apparel around the world is made with cotton fiber*, meaning most laundry loads can contain at least 40% cotton Novozymes’ whiteness and color and fabric care solutions are cellulases Cellulases act on cellulose (cotton fibers) and are essential in order to deliver fabric care to a large percentage of our clothes in the washing machine * Food and Agriculture Organization of the United Nations and International Cotton Advisory Committee

14 4/27/2020 NOVOZYMES PRESENTATION Our solutions clean and care 1 •

P r i m a r y d e t e r g e n c y

Celluclean and Celluclean Classic enhance cleaning by preventing soil redeposition

+

• • • 2

S e c o n d a r y d e t e r g e n c y

Celluclean offers whiteness and brightness by smoothening fibers Carezyme removes fuzz and pills to offer color clarity Carezyme rejuvenates dull and tired looking clothes

=

A detergent that cleans, improves whiteness, cares for color, and rejuvenates

15 27/04/2020 NOVOZYMES PRESENTATION • • • • • •

AGENDA

How to treat clothes right?

Market and consumer insight

Proof of concept

Get new brand claims CottonSpa – a new product concept Conclusion

16 27/04/2020 NOVOZYMES PRESENTATION Celluclean significantly improves whiteness in an EU powder detergent Celluclean shows great whiteness results even at a formulation dosage of 0.1%.

17 27/04/2020 NOVOZYMES PRESENTATION Celluclean significantly improves whiteness in an EU liquid detergent

18 27/04/2020 NOVOZYMES PRESENTATION Celluclean improves whiteness Wash conditions: 40°C, 15°dH, Miele washing machine, 75 ml standard EU liquid detergent/wash; 7 g liquid carbon black/wash, +/- 0.1 wt% Celluclean® 5000 L

19 27/04/2020 NOVOZYMES PRESENTATION Celluclean maintains color Wash conditions: 40°C, 15°dH, Miele washing machine, 75 ml standard EU liquid detergent/wash; 7 g liquid carbon black/wash, +/- 0.1 wt% Celluclean® 5000 L

20 27/04/2020 NOVOZYMES PRESENTATION Carezyme removes fuzz and pills Detergent + Carezyme Detergent Wash conditions: 40°C 15°dH, Miele washing machine, 75 ml standard EU liquid detergent/wash; 20 wash cycles; +/- 0.2 wt% Carezyme® 4500 L

21 27/04/2020 NOVOZYMES PRESENTATION Carezyme Premium enhances color clarity Wash conditions: 40°C, 15°dH, Miele washing machine, 79 g standard EU powder detergent/wash; 20 wash cycles; pre-aged textile and EMPA 253; +/- 0.2 wt% Carezyme® Premium 5000 T

22 27/04/2020 NOVOZYMES PRESENTATION • • • • • •

AGENDA

How to treat clothes right?

Market and consumer insight Proof of concept

Get new brand claims

CottonSpa – a new product concept Conclusion

23 27/04/2020 NOVOZYMES PRESENTATION Cellulases offer many benefits to consumers

24 27/04/2020 NOVOZYMES PRESENTATION Examples of new product concepts with cellulases

25 27/04/2020 NOVOZYMES PRESENTATION Marketing services We can work with you to put together new and interesting claims and campaigns based on our whiteness and color and fabric care solutions in your formulations.

26 27/04/2020 NOVOZYMES PRESENTATION • • • • • •

AGENDA

How to treat clothes right?

Market and consumer insight Proof of concept Get new brand claims

CottonSpa – a new product concept

Conclusion

27 27/04/2020 NOVOZYMES PRESENTATION Introducing: CottonSpa

The challenge

“My favorite shirt has been with me for a long time, but after being washed and worn many times, it acquired a layer of fuzz and pills that made it look tired and damaged. Now it lives at the back of my closet and only comes out on rare, indoor occasions.”

28 27/04/2020 NOVOZYMES PRESENTATION CottonSpa rejuvenates your clothes

The solution

A pioneering innovation from Novozymes gives cotton favorites a fresh start. A one-cycle treatment with CottonSpa removes fuzz and pills from clothes, making them look fresh and new after just one wash.

29 27/04/2020 NOVOZYMES PRESENTATION Add the CottonSpa concept to your portfolio A good detergent that contains cellulases can help maintain the new look of cotton clothes.

But what about clothes that are already damaged and tired looking?

Cotton clothes you may have given up on can be restored with Novozymes’ latest innovation – CottonSpa.

Introduce a new way of laundering to your product range with CottonSpa, and make fuzz and pills a thing of the past. Clothes look bright and fresh again in just one treatment.

30 27/04/2020 NOVOZYMES PRESENTATION • • • • • •

AGENDA

How to treat clothes right?

Market and consumer insight Proof of concept Get new brand claims CottonSpa – a new product concept

Conclusion

31 27/04/2020 NOVOZYMES PRESENTATION Summing it up • • • • • Consumers want their detergents to do more than clean – they want them to care for and keep their clothes looking like new Whiteness and color care detergents are popular Fabric care products are seeing a boost in market share – even during a recession Consumers are gravitating towards new and unique claims Novozymes offers whiteness and color and fabric care solutions that improve performance and allow you to make new claims

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