TREAT YOUR CLOTHES RIGHT CLEAN, MAINTAIN, AND RESTORE WITH NOVOZYMES.
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Transcript of TREAT YOUR CLOTHES RIGHT CLEAN, MAINTAIN, AND RESTORE WITH NOVOZYMES.
TREAT YOUR CLOTHES RIGHT CLEAN, MAINTAIN, AND RESTORE WITH NOVOZYMES
NOVOZYMES PRESENTATION19/04/232
AGENDA•How to treat clothes right?•Market and consumer insight •Proof of concept•Get new brand claims•CottonSpa – a new product concept•Conclusion
NOVOZYMES PRESENTATION19/04/233
AGENDA•How to treat clothes right?•Market and consumer insight •Proof of concept•Get new brand claims•CottonSpa – a new product concept•Conclusion
Novozymes’ solution give clothes longevity
NOVOZYMES PRESENTATION19/04/234
NOVOZYMES PRESENTATION19/04/235
AGENDA•How to treat clothes right?•Market and consumer insight •Proof of concept•Get new brand claims•CottonSpa – a new product concept•Conclusion
What do consumers want from their detergent?
NOVOZYMES PRESENTATION19/04/236
"One in three working
women recognize that
they ruined some of
their clothes in the
wash over the last
year.”
Source: The Wall Street Journal
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
Modern living demands new lifestyle and aesthetic claims
NOVOZYMES PRESENTATION7
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
The trends challenging whiteness globally
NOVOZYMES PRESENTATION 19/04/23
8
• 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
Number of product launches with whiteness claims are rising
Source: Mintel gnpd, 2011
2008 2009 2010 201120062005 2007
Color care is one of the most popular claims for fabric care products
NOVOZYMES PRESENTATION9 04/19/23
Fabric care products launched globally in 2010
Source: Mintel gnpd, 2011
Whiteness, brightness, and color care claims are gaining popularity
NOVOZYMES PRESENTATION04/19/2310
1 Ariel ActiliftEurope 2 Persil Color-Gel
Europe 3 Cheer BrightCLEANUS
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
Three products that care while they clean gain market share
NOVOZYMES PRESENTATION19/04/2311
1 Ariel ActiliftEurope 2 Woolite Dry
Cleaner’s SecretUS 3 Tide Total Care
US
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%
Sales of Woolite Dry Cleaners Secret went up by 693% for the 52-weeks ended 1 November
2009
In 2009, Tide Total Care sales surged by 350% despite the
recession
Source: Happi Magazine, July 2010 Source: Happi Magazine, January 2010 Source: IRI data
Using fabric care enzymes to gain market share
NOVOZYMES PRESENTATION19/04/2312
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).
CaseStory
Kao AttackJapan
Cotton is king!
NOVOZYMES PRESENTATION19/04/2313
* Food and Agriculture Organization of the United Nations and International Cotton Advisory Committee
• 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
Our solutions clean and care
NOVOZYMES PRESENTATION04/19/2314
1 Primary detergency 2 Secondary
detergency
• Celluclean and Celluclean Classic enhance cleaning by preventing soil redeposition
• 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 rejuvenatesA detergent that cleans, improves whiteness, cares for color, and rejuvenates
==
NOVOZYMES PRESENTATION19/04/2315
AGENDA•How to treat clothes right?•Market and consumer insight •Proof of concept•Get new brand claims•CottonSpa – a new product concept•Conclusion
Celluclean significantly improves whiteness in an EU powder detergent
NOVOZYMES PRESENTATION19/04/2316
Celluclean shows great whiteness results even at a formulation dosage of 0.1%.
Celluclean significantly improves whiteness in an EU liquid detergent
NOVOZYMES PRESENTATION19/04/2317
Celluclean improves whiteness
NOVOZYMES PRESENTATION19/04/2318
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
Celluclean maintains color
NOVOZYMES PRESENTATION19/04/2319
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
Carezyme removes fuzz and pills
NOVOZYMES PRESENTATION19/04/2320
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
Detergent
Detergent + Carezyme
Carezyme Premium enhances color clarity
NOVOZYMES PRESENTATION19/04/2321
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
NOVOZYMES PRESENTATION19/04/2322
AGENDA•How to treat clothes right?•Market and consumer insight •Proof of concept•Get new brand claims•CottonSpa – a new product concept•Conclusion
Cellulases offer many benefits to consumers
NOVOZYMES PRESENTATION19/04/2323
NOVOZYMES PRESENTATION19/04/2324
Examples of new product concepts with cellulases
Marketing services
NOVOZYMES PRESENTATION19/04/2325
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.
NOVOZYMES PRESENTATION19/04/2326
AGENDA•How to treat clothes right?•Market and consumer insight •Proof of concept•Get new brand claims•CottonSpa – a new product concept•Conclusion
Introducing: CottonSpa
NOVOZYMES PRESENTATION19/04/2327
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.”
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.”
CottonSpa rejuvenates your clothes
NOVOZYMES PRESENTATION19/04/2328
The solution
A pioneering innovation fromNovozymes gives cotton favorites a fresh start. A one-cycle treatment with CottonSpa removes fuzz and pills from clothes, makingthem look fresh and new after just one wash.
The solution
A pioneering innovation fromNovozymes gives cotton favorites a fresh start. A one-cycle treatment with CottonSpa removes fuzz and pills from clothes, makingthem look fresh and new after just one wash.
Add the CottonSpa concept to your portfolio
NOVOZYMES PRESENTATION19/04/2329
A good detergent that contains cellulases can help maintain the new look of cotton clothes.But what about clothes that are alreadydamaged and tired looking?Cotton clothes you may have given upon 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.
A good detergent that contains cellulases can help maintain the new look of cotton clothes.But what about clothes that are alreadydamaged and tired looking?Cotton clothes you may have given upon 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.
NOVOZYMES PRESENTATION19/04/2330
AGENDA•How to treat clothes right?•Market and consumer insight •Proof of concept•Get new brand claims•CottonSpa – a new product concept•Conclusion
Summing it up
NOVOZYMES PRESENTATION19/04/2331
• 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
THANK YOU![Your contact info]