1H 2010 L&R December 1, 2009

2009 1H Cosmetic Category Review

Total US Cosmetics Dollar Sales Trend(% Chg. Vs. YAGO)

Growth within the Cosmetics Category has continued YTD 2009, driven by the Drug Class of Trade (+2.3% $ sales). Drug is up, impacted by heavy promotions in the 1H.

Total US Mass (-1.3% $ sales) and Total US Food (-0.9% $ sales) are down due to decreased frequency of promotion.

TTL US SEGMENT Growth: EYE TTL +6.9%, MASCARA +10.2%, EYELINERS +9.2%, FACE TTL -0.8%, FOUNDATIONS +2.0%, LIP -8.9%, NAIL +15.1%

-0.6%

2.3%

5.1%

1.2%

2.0%

1.1%

2004 2005 2006 2007 2008 YTD 2009

Source IRI 2004-2008, YTD 6.14.09

Maybelline NY

Cover Girl Basic

Maybelline NY and Cover Girl are “fighting it out” each month for the #1 position in dollar share Total US. MNY #1: Jan, Feb, Apr, MayMaybelline NY has remained the #1 unit share Brand each month MNY unit share: 17.9 Cover Girl Basic unit share: 16.7

TTL US 2009 Monthly #1 Dollar Share Position - BATTLE!!

Lash Stiletto was the #1 contributor to new item dollar sales in the mascara segment!

#1 Mascara launch 1H 2009, exceeding the performance ofCover Girl’s Lash Blast Luxe and Eyelights

#1 Foundation launch 1H 2009, outperforming in both Units and Dollars Cover Girl’s introductions of Simply Ageless.

Dream Brand Foundation ranked #1 in unit saleswithin the foundation segment!

Dream Brand Franchise +64% growth!

Total US New Launch Performance

Source: IRI 6.14.09

Lash Stiletto Mascara

Dream Liquid Mousse Foundation

2010 Strategic Priorities

• Recreate the Maybelline brand as a “complete” cosmetics brand

Grow in ALL segments

Drive consumer interest through spending at leadership levels

Re-engineer wall through education and inspiration to drive sales

• Bring first-to-market, breakthrough technology to major categories

Packaging: Pulse Perfection, IAR Eraser

Formula: IAR Eraser, Superstay Foundation, Eye Studio

• Launch innovation to drive impulse and excitement

Eye Studio, Color Sensational Lipcolor

• Continue growth momentum behind pillar franchises

Great Lash Mascara, Colossal Mascara, Dream Franchise

• Break through marketplace clutter with interruptive go-to-market initiatives

Sampling Initiatives In-store Education Official Sponsor of NY’s Fashion Week

Consumer Promotions Internet Campaigns

Eye NailFace LipINSTANT AGE REWIND

RESTAGE

EYE STUDIO

Wet Quads (12)Baked Duos (10)

Gel Liner

(4)

XXL Pro (9)

IAR Eraser Foundation – new formula (12)IAR Liquid Foundation (12)IAR Primer (1)

SENSATIONALShine Sensational

(18)

Lash StilettoVoluptuous

(3 skus)

MNY SPRING 2010 LAUNCH PLAN

EXPRESSFINISH

New Shades(3)

$19MMin MEDIA!

$5MMin MEDIA!

$37MMin MEDIA!

$30MMin MEDIA!

$14MMin MEDIA!

$1MMin MEDIA!

MMIN MEDIA SPEND

Highest spend in Maybelline NY’s History!!!

2010 Spring New Item Fact Sheets

Maybelline New York – 1H SPRING 2010

XXL PRO Volume

PROFESSIONAL

Mascara(2 shades Washable

2 shades Waterproof )

XXL PRO Extensions

PROFESSIONAL

Mascara (1 shade Washable

1 shade Waterproof)

XXL PRO 24 Hour Bold PROFESSIONAL

Mascara (1 shade

Washable)

Eye StudioGel Liner

4 intense shades

Eye Studio Color Plush Silk Quads12 Shades

XXL PRO Curl

PROFESSIONAL

Mascara (1 shade Washable

1 shade Waterproof)

Eye Studio Color Pearls

Duos 10 shades

FASHIONABLE, WEARABLEEYESHADOWS - NOT EDGY

CREAMIER, SMOOTHER,SILK TEXTURE

TRUE, PURE COLOR PAYOFF

MARBLEIZEDCOLOR PEARLS

RIGHT SIDE: PURE, UNCRUSHED PEARL

LEFT SIDE:INTENSE PIGMENT

DRAMATIC LINES

24 HOUR LONG WEAR

OIL FREEFORMULA

10% MORE PIGMENT THAN A TRADITIONAL LIQUID LINER

STEP 1: INTENSE BLACKFOR MAXIMUMIMPACT

STEP 2:SEALANT FOREXTREME 24 HOURWEAR

11X THE VOLUME

PRIMES WITHLENGTHENINGFIBERS

BUILDS VOLUMEWITH MULTIPLEMASCARA COATS

CREATE THE CURL:45° CURLEDLASHES

SET THE CURL:12 HOUR HOLD

85% LONGERLASHES THANLEADINGLENGTHENINGMASCARA

ALIGNS & TAMESLASHES

$5MM

$37MM

MAYBELLINE NY

EYESTUDIOMAYBELLINE NY

EYESTUDIOMAYBELLINE NY

EYESTUDIOMAYBELLINE NY

EYESTUDIOMAYBELLINE NY

EYESTUDIOMAYBELLINE NY

EYESTUDIOMAYBELLINE NY

EYESTUDIO

Maybelline New York – 1H SPRING 2010

Instant Age Rewind Eraser

ANTI-AGING Foundation 12 shades

2 Washable shades 1 Waterproof

shade

Eye Face FaceFace Lip

Instant Age RewindPrimer

ANTI-AGING1 shade

Shine SensationalLip GlossRicher,

Glossier, Yummier

18 Shades

Instant Age RewindRadiant Firming

ANTI-AGING Foundation

12 shades

Express Finish Nail

3 New shades

Nail

BOLD LENGTH + VOLUMELUSH SHEEN FROMSILK PROTEINS

S-SHAPED STRETCH &PLUMP BRUSH

FULLER, BOLDER LENGTH

CLINICAL RESULTS:•100% LINELESS•LIFTING•CELL RENEWAL•COLLAGEN PROD.•IMPROVES SKIN DENSITY & ELASTICITY

Super-concentrated formula

enriched with Goji Berry to

stimulate collagen production

& cell’s renewal deep down

CHAMPION OF RADIANCE, SKINTEXTURE, SKIN APPEARANCE AND FIRMING

FIRMS SKIN

EVENS OUTSKINTONE

ADDS RADIANCE

SILICONEELASTOMER GELINSTANTLYSMOOTHES &FILLS EXPRESSIONLINES, WRINKELS& CROWS FEETTO ERASE THESIGNS OF AGING

CRYSTAL CLEARPIGMENTS WITH NOURISHINGFRUIT NECTARS

MOISTURIZING,NON-STICKYFORMULA

18 DELICIOUS FLAVORS and FRAGRANCES

3 NEW TRENDY SPRING SHADES

GRAPE TIMESDENIM DASHTIMELY TURQUOISEDRIES IN 50 SECONDSANTI-CHIPFORMULA

$30MMIAR

$14MM

Lash StilettoVoluptuous Mascara

$19MM

2010 Promotional Strategy

Current FACTSCosmetic product sold on promotion at the highest level in recent historyWeekly BOGO activityLess margin for the RetailerYet, innovation brought to the consumers is at a historic levelCurrent strategy not delivering results, not growing the Category

Growth DRIVERSBest in Class InnovationStrong Advertising BudgetCompetitive FSI PlanPromotional tactics that build on the equity of the brand, not relying on deep discounts(Out: BOGO’s, BAGB’s, Feature below cost)

Opportunity - RESULTBuild Basket - Build Regiment & Multiple Purchase - Build Profit

“…Commitment to build the Health & Beauty Care Category… the time is right…”

Display Impact

According to a study by OgilvyAction:

“ Price discounting is seemingly the one sure thing in an economic downturn, but research indicates it’s still not as effective as that old stalwart: in store displays.”

“ Display drove nearly twice the number of impulse purchases as price reductions.”

Source: Advertising Age: 11/24/08

Increasing display penetration is a proven way to grow retail sales in a difficult economy.

2010 Generic Displays2010 Generic Displays•Available full year – 2/1/2010 Ship Date

Encourage Placement of Generic Displays in ALL Accounts

• Lash Stiletto Voluptuous• Lash Stiletto• Line Stiletto• XXL Pro Volume• XXL Pro 24 Hr. Bold• XXL Pro Extensions• XXL Pro Curl• Pulse Perfection• DAL Volume• DAL Length• DAL Liner • VE Colossal• Great Lash• Great Lash BIG

Floorstands - 84 PieceFloorstands - 84 Piece

NEW

Half Sidekick - 48 PieceHalf Sidekick - 48 Piece

• XXL Pro 24 Hr. Bold• XXL Pro Volume• Lash Stiletto Voluptuous• Lash Stiletto• Pulse Perfection• VE Colossal• Great Lash• Great Lash BIG

NEW

Airtalkers - 18 PieceAirtalkers - 18 Piece

5 Product Mixes Available:Pulse Perfection/Length/Liner

XXL Pro FamilyLash Stiletto Voluptuous/Lash Stiletto/Line Stiletto

VE Colossal Washable/Line ExpressGreat Lash/ Great Lash BIG

Clip Strips - 12 PieceClip Strips - 12 Piece

8 Product Mixes Available:Pulse Perfection

XXL Pro 24 Hr. BoldLash Stiletto Voluptuous/Lash Stiletto

Eye Studio Gel LinerVE Colossal Washable/Waterproof

Great Lash/ Great Lash BIG

Mini-PDQsMini-PDQs

5 Product Mixes Available:XXL Pro 24 Hr. Bold

Lash Stiletto VoluptuousVE Colossal Washable

Great LashGreat Lash BIG