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NACDS TOTAL STORE EXPO 2013

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The eyes have it!Eye-catching facts: Mascara and eye brow year-over-year

growth:17% Historically, salon services have

successfully transitioned to profitable new “at home” categories for retailers: nail color, hair color, perming and relaxing

Innovative niche brands are driving the category

Money-saving needs driving consumers to convenient, at-home options

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What exactly are we talking about?

Lash & brow tinting consists of specialty dyes to darken eye lashes and eye brows

Consists of FDA-compliant dyes that contain no coal tar derivatives or hydrogen peroxide

On average color will last 3-4 weeks

Easy to use at home; processing times vary from

2 to 5 minutes

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L&B tinting is one of the fastest growing segments in the salon/spa market

Reasons for growth:

Time-saving benefit- Working women have less daily time to worry about brows if a once/month service can do the trick

Improved technology - recent formulations have resulted in the development of safe, effective ingredients that are 100% FDA compliant

Growth in Hair color - L&B tinting compliments hair color services

Brow Bars- Not just for salons anymore; L&B tinting services now available in many shopping malls (kiosks) and retail centers, including Walmart

Aging baby boomers - High disposable income boomers seeking youthful appearance

Salons are lashing out!

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What do Salons Charge for this service?

The average cost per service is generally $15 to $20 for either eyelash or eyebrow tint

For both lashes and brows, average service cost is $25 to $50

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Why L&B tinting in the retail market? Successful category in

European chain pharmacies- consumer brands of L&B tints are now sold in European retailers, including Boots, Lloyds, Vivesco, and many others

Ready made customer-Established consumer awareness driven by salons

Amazon.com- Already an established consumer category on Amazon.com, providing pent-up demand at brick & mortar retailers

Ease of use- Service can be performed at home, safely and effectively

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So what’s special about Godefroy? Godefroy is a long-established brand—the eye

experts—within the salon and beauty supply store market

Yet… Salon product formulations are already

consumer-friendly in terms of ease of application On-line consumer demand outpaces even long-

time CPG marketers, reflecting a pent-up demand for brick & mortar distribution

Superior formulations have proven to be outstanding in generating repeat sales

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Success already transitioning to web sales—and in a big way! Godefroy 28 Day Mascara

has captured the imagination and the dollars of Amazon shoppers:

Eye Makeup#31 28 Day Mascara - Black#42 Instant Eyebrow Tint - MB

Eyebrow color #6 Instant Eyebrow Tint – MB#11 Instant Eyebrow Tint - LB#21 Instant Eyebrow Tint -DB#39 Instant Eyebrow Tint - NB

Mascara#15 28 Day Mascara - Black

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Amazon winners

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28 Day brand revamped, sets its sights on retail Salon-proven formulas

with Web-driven sales now packaged for retail chain distribution

Fast-growing Double Lash & Brow added the 28 Day product mix

New PermaCurl completes the line: color, curl & grow

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And Godefroy 28 Day Mascara & Eyebrow Color is not the only success with Amazon

Double Lash & Brow (currently no. 72 on Amazon best sellers) Six week nighttime

treatment All natural formula Encourages growth, thickens

and conditions lashes and brows

Visible results in 30 days Far more affordable than

established brands ($15 MSRP)

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New to the familyPermaCurlAll Day Eyelash Curling Gel An easy to apply gel that transforms fine, limp lashes into dramatic, long

lasting curls. This unique formula sets and holds the curl in place without weighing down the lashes, locking in both curl and shine.

• Conditions and shines• Can be used with or

without mascara

• Easy to apply• Does not flake or dry-out

lashes

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Now you see it all! 3 easy steps to beautiful lashes &

brows:1. Condition with Double Lash & Brow2. Color with 28 Day Mascara and 28

Eyebrow color3. Curl with PermaCurl

Successful salon and Web-sales products now available in consumer-appropriate packaging

Smaller sizes reduce consumer penny-purchase prices while providing retailers with attractive turn rates and incremental sales

New packaging allows for a wider variety of merchandising executions including clip strips

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Next steps

How quickly do you want to beat competition in establishing these product segments?

Consider where Godefroy brands fit best into your merchandising strategy:

Appropriate for hair color or cosmetic accessory departments

Clip strips Shelf displays Power wing In-line