A DISTINCTION THAT IS ONEOF ITS KIND

PANORAMA OF THE MARKET OF COSMETIC DISTINCTIONS

Victoire de

la Beauté

Prizes

Marie-Claire

Winner product

of the year

Grand prix

Advantage

Jury and means of awarding

prizes100% CONSUMERS

JournalistsProfessionals and

Reader consumers

Product testsYES

NO NONO

Number of products

2008 list of prize-winners

427

16 7

Analysis of list of prize-winners

MAJOR BRANDS & SMEs

100% Major brandsEssentially

multi-nationals

Essentially

multi-nationals

PANORAMA OF THE MARKET OF COSMETIC DISTINCTIONS

Victoire de

la Beauté

Oscars Cosmetic Magazine

Health Prize

MagazineFifi Awards

Jury and means of

awarding

prizes

100% CONSUMERSJournalist

and Professional

professional

medical professionProfessional

Product tests YES NO NO NO

Number of products

2008 list of prize-winners

4234 19 4

Analysis of list of prize-winners MAJOR BRANDS &

SMEs

Essentially

multi-nationals

Essentially

multi-nationalsMulti-nationals

A DISTINCTION THAT IS ONEOF ITS KIND

● Perfumeries, Department Stores,

● Chemists, Para-pharmacies,

● Mass distribution,

● Hairdressing salons,

● Beauty parlours,

● Direct Selling,

● Specialised shops.

AN EVENT FOR EACH DISTRIBUTION CHANNEL

The only distinction attributed by consumers who

have tested the products in real life situations.

- in total impartiality: products are tested with no reference to the brand

- in total objectivity: the organiser is an independent quality centre

A UNIQUE POSITIONING & STRONG VALUES

HOW AREVICTOIRES DE LA BEAUTÉ AWARDED?

A distinction process in 2 concrete stages that aim at realistically retracing the “life stages” of a product in the hands of a consumer:

● The moment the choice is made in the shop

● The moment the product is used at home

OBJECTIVE: To determine the product’s attractiveness index

● Consumer round tables

● Supervised by sensory evaluation experts

● Like in the shop, consumers look at the products,

hold them, analyse the promises..

● They award a mark for attractiveness (0 to 10), taking into account:

► the interest of the promise ► visual appeal ► incentive to try

If the product crosses the required selection threshold, it moves on to test n°2

TEST 1: THE CONSUMER EXPRESSIONFORUM

OBJECTIVE: To validate consumer satisfaction

● 60 independent consumers targeted per product

● Tests at home between 2 and 8 weeks depending on products

● 100 % anonymous tests: no brand indication

● Control and monitoring by independent evaluation laboratories(CTCPA, Eurofins)

How? By an overall satisfaction mark based on 3 mainlines:

► perception of effectiveness

► well-being,

► cosmetic qualities (texture, fragrance…)

TEST 2: SENSORY TESTS

At the end of the tests

If the product:

- meets consumers result requirements by obtaining a mark higher than or equal to the established system of reference

- obtains the best mark in its category

It is awarded a

Victoire de la Beauté!

A VICTOIRE DE LA BEAUTÉ

A Victoire de la Beauté for

Consumers have chosen, tested and approved!

Advanced Filler

Normal to combination skin

Dry to very dry skin

Covering Repair

Who organises the

Victoires de la Beauté?

The Victoires de la Beauté are organised by MONADIA, 1st Leading French Consumer quality centre:

½ million tests and product trials for 12 years,

700 labelled companies,

25 employees,

Monadia: inspirer and driving force behind “Consumer Quality”,

Monadia quality signs are exclusively awarded by consumers:

WHO ORGANISES THE VICTOIRES DE LA BEAUTE?

• Believe in consumersRely on the intelligence of consumers and their ability to judge

• Restore collective expressionSee to it that consumers are listened to and their opinions are heard

• Suggest explicit quality signsIdentify products that satisfy consumers and signpost them with quality signs

• Be established in current eventsToday when consumers look for information about a product, they turn above all to other consumers to obtain it

• Enhance Consumer QualityDefend citizen ethics that combines participative logic, objectivity and independence

MONADIA: CHALLENGE AND PHILOSOPHY

What is the communication

campaign around the Victoires de la

Beauté?

THE POWERFUL SUPPORT

OF MEDIA LEADERS

Millions of contacts generated by partners around the Victoires de la Beauté logo and products.

COMMUNICATION WITH IMPACT

● Business-to-business publications A special file presenting the Victoires de la

Beauté event and the chosen products depending on the distribution channel.

● General public press: editorial advertisingA series of publications resuming the methodological strong points and presenting the products

● web: au feminin.comThe leader of female portals presents all Victoires de la Beauté products. A banner allows you to access the web TV of each prize-winner directly.

COMMUNICATION WITH IMPACT

● Television: Téva Special advertising campaign for award winners

● Radio: CHÉRIE FM 6 special weeks devoted to prize-winners: “Interview” columns highlighting the assets of each product.

● Information column in ParuVendu The local press leader presents all prize-winning products spaced out over an 8 week period.

● Posters: JCDECAUX Institutional campaign highlighting consumer quality.

The label has a strong foothold on TV with a number of campaigns

● 751 TV appearances accumulated on major channels (not including cable, DTTV)

● 1.2 appearances a day on average

● 843 million TV contacts (in 6 months, from May to October 2008)

PRIZE-WINNERS WHO CLAIMTHEIR VICTORIES

…and in the press

The dynamic media plan orchestrated around the Victoires de la Beauté and prize-winning products generated 185 million contacts(all press taken into account)

PRIZE-WINNERS WHO CLAIMTHEIR VICTORIES

KNOWN AND RECOGNISED PRIZE-WINNERS

A SIGN WORTHY OF TRUST

● PERCEPTION OF THE LOGO

53.7% rate of trust vs. 55.2 % for the Marie-Claire major Excellence prize

55% intention to purchase (same as the rate of intention to purchase of the Marie-Claire major Excellence prize)(Source TNS world panel survey Oct-Nov 2007 out of a sample of 2500 people)

For us theVictoires de la Beauté are:

● The visual impact of the logo on the pack, the spotters, the point-of-sale

advertising…

The Victoires de la Beauté improve the appeal, the interest in the product

● An element of reassurance They reduce doubt and hindrance to trying

● An element of differentiation

They make the consumer’s choice easier

● A STRONG INCENTIVE TO PURCHASE

PACK Point-of-sale advertising TOTEM

A COMMERCIALEFFECTIVENESS LEVER

●ADDED VALUE in our product

• Current events/Modernity

• Glamour/Prestige

• Meaning/Complicity

● We become the ambassadors of the consumers who expressed their satisfaction towards us

AN IMAGE CONVEYOR

A reward TO DRAMATISE to increase its effect among our distributors

● Poster● Spotter● Point-of-sale advertising● Totem

A TURNKEY KIT exists. To order from Monadia

AN ANIMATION TOOL WITHIMPACT

All our audiences must be made aware

● All employees,

● Suppliers,

● Absolutely all current and former customers

● Prospects,

● Partners

To get the best from this exceptional award

A VICTORY TO SHARE