Fragrance Category – An Overview

Category spends driven by Deodorant & Body Spray

Cat size: 675Crs

65% 20% 15%

Particular Deodorants & B Spray Talc Perfumes & Mist
Advt Spends* Approx.: 455 Crs Approx.: 120 Crs Approx.: 100 Crs
% Growth* over Last Fiscal 5% -10% 10%
Dominant Media TV – 98% TV- 75% TV – 85%
Share of Top 5 Advertisers 70% 90% + 75% +
Operating Levels Grps 2500+ GRPS 1300 + GRPs 2000 + GRPS

Source: Adex & BARC| Period: Apr 2015 – Dec 2016| *projected numbers for fiscal 2016-17 |GRP data on BARC only for current fiscal
Dominated by FMCG players, reduced dependency on print from
7% to 2% 0.01
PERFUMES Spends in INR Crs. PRINT (in INR Crs.) TV (in INR Crs.)
FY:17 (till FY:17 (till FY:17 (till
ADVERTISER FY:15 FY:16 %SOE FY:15 FY:16 FY:15 FY:16
Dec) Dec) Dec)
Vini Product - 49 47 61% - - - - 49.2 47.1
Titan Co. Ltd (Skinn) 3 3 6 8% 0.3 3.2 3.2 3.1 - 2.7
Vanesa Herbal Pvt Ltd 0 10 4 6% 0.0 0.5 0.1 - 9.1 4.4
Itc Ltd - 14 2 3% - - - - 14.2 2.0
Hindustan Lever Ltd 2 9 1 1% 2.0 8.9 0.6 - - -
Marico Ltd 15 - - 0% - - - 14.7 - -
Jk Helene Curtis Limited 16 6 - 0% - - - 16.3 5.9 -
Mankind Pharma Ltd - 2 - 0% - 2.2 - - - -
Nivea India Pvt - - - 0% - - - - - -
others 21 19 17 23% 8.8 6.6 7.2 12.6 12.8 10.3

Category Total 58 113 78 11.1 21.5 11.1 46.7 91.2 66.4

• Category See a peak during Mar – Jun Period, where category operates @ 2500+ Grps per month
• Most of the Players present for more than 6mnth – 7 mnths continuous Presence
• Vini on Tv has through out the year presence, Season period(Apr- Jun) witnessed 300 GRPs- 400 GRPs per month
• Festive Period it shot to up to 800 GRPs.
• HUL Axe Operates between Apr – Jul with approx. 300 GRPsper month
• Nivea is active across 3 brands. Apr- May & Festive season operating GRPs are above 500+ per month
By end of Q3 of current fiscal the category has spent as much as
the last fiscal
Talc Spends in INR Crs. PRINT (in INR Crs.) TV (in INR Crs.)
FY:17 (till FY:17 (till FY:17 (till
ADVERTISER FY:15 FY:16 %SOE FY:15 FY:16 FY:15 FY:16
Dec) Dec) Dec)
Ponds India 38.1 59.9 44.9 42% - 8.4 7.4 38.1 51.6 37.6
Emami Limited 16.2 13.0 21.0 20% 7.3 5.6 13.5 8.9 7.5 7.5
Vini Product 18.8 12.6 16.5 16% - - - 18.8 12.6 16.5
Johnson & Johnson Ltd 3.7 15.5 10.7 10% 0.0 0.0 - 3.7 15.5 10.7
Kph Cosmos Pvt Ltd 1.2 3.2 4.4 4% 1.2 3.2 4.4 - - -
Cavin Kare Limited - 0.1 4.3 4% - 0.1 0.9 - - 3.4
Mcnroe Chemicals Private Ltd 3.3 1.2 3.9 4% 1.5 - - 1.8 1.2 3.9
Laborate Pharma India Ltd - 0.5 - 0% - 0.5 - - - -
others 2.8 3.9 3.3 3% 0.1 0.1 0.1 2.7 3.8 3.2
Grand Total 81 106 106 10 18 26 71 88 80

• Category See a peak during Q1 & Q2 of the fiscal , where category operates @ 1300 – 1500 GRPs per month
• Most of the Players present for more than 6mnth continuous Presence
• Top Players operates @400+ GRPs per month
• Emami has increased its spend on Print this fiscal but maintains advertising 100 cc + Ads
• While Ponds has shifted avg Size of Ads from 100 cc to 60 cc
 TV is fast becoming the primary medium to promote
perfumes/deos
• Except the talc category, the reliance on print spends has been reducing across the years

• Also there is constant increase in Perfume/Deo category spends in TV as the advertisers are present for more
than six months in a year in TV

• Brand building and creating a fit with the consumer’s needs/wants became the primary strategy than relying on
immediate sales through print

Print Total
FY:15 FY:16 FY:17 Lakhs
Deo & Spray 4040 3259 626 7925
Perfumes & Mist Etc 1113 2145 1111 4369
Total 5153 5404 1737 12294
% Decline in print spends 42% 44% 14% 100%

Talc 1010 1792 2633 5435

% Increase in print spends 19% 33% 48% 100%
 To understand overall how the category is
active on TV over the last year - 2016 Jan- Dec

BARC data measurement for television was set up only at the end of 2015
 Summer months are usually the most active with perfume/deo
peaking during festive also
2016 Activity Timeline
Layer Shot, Fogg,
Talc 7000 Dip Before Wildstone had high
16% Summer decibel activity in Sep
Activity 5803
6000 5488 5497
5312 5358
5093
4846
5000
4362

4000 3721 3631

GRP 2824
3000

1797
2000 1611
1305 1235 1189 1204
749 860
1000 636 669
230 229
43
Perfume/Deo 0
84% Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
Talc Perfume/Deo

Talc 16% : 84% Deo/Perfume

2017 saw brands trying to capitalize on the Wedding/Gifting scene

 Fogg held 35% SOV levels in Sep-Dec

Advertiser GRP SOV%

2016 Activity Timeline Usually a summer focused category, Fogg is trying to
Vini 13055 26% capitalize on the gifting/wedding season and to
2500 expand the category
Layer Shor 7845 16% 2214
HLL 6962 14%
2000
Wild Stone 3962 8% 1732 Top 3 advertisers hold over 50% SOV
Engage 3439 7% 1615

Cinthol 3288 7% 1500

GRP

Nivea 3120 6% 1101

Set Wet 2940 6% 1000 921 903
847 814
745 721 777
Vanesa 2070 4% 665
Wipro 1778 4% 500
Park Avenue 1035 2%
Total 49494 100%
0
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
Vini Layer Shor HLL Wild Stone Engage Cinthol Nivea Set Wet

Fogg Operates at Avg. 1100 GRP per month while the closest competitor operates at 700
GRP per month

March-June is when most of the brands are active

 Fogg Scent and Engage were the only perfume brands in an
otherwise deo led category
2016 SOE 2016 SOV 2016 SOM ACD
Product Group Advertiser Product
LAKHS % down GRP % down SPOTS % down seconds
Perfume Vini Fogg Scent 4708 13% 6900 15% 158325 14% 16
Deo HUL Axe Signature 2443 7% 4492 10% 95272 8% 20
Deo Vini Fogg 5542 15% 4328 10% 65842 6% 23
Deo Adjavis Layerr Shot 1876 5% 4196 9% 101238 9% 14
Deo Marico Set Wet Perfumes Deodorant 1534 4% 2831 6% 55653 5% 16
Perfume Itc Engage Perfume Sprays 195 1% 2529 6% 8126 1% 15
Deo Mcnroe Wild Stone Code 1659 5% 2320 5% 64746 6% 14
Deo Adjavis Layerr Shot Absolute 539 1% 1721 4% 35211 3% 10
Deo Nivea Nivea Protect And Care Roll On Deo 531 1% 1240 3% 16045 1% 16
Deo Vini Ossum Body Mist 1199 3% 1225 3% 29296 3% 24
Deo Mcnroe Wild Stone 898 2% 1192 3% 27885 2% 20
Deo HUL Axe Recharge 1837 5% 1163 3% 57232 5% 26
Deo Nivea Nivea Men Body Deodorizer 1995 5% 1156 3% 42933 4% 18
Deo Adjavis Layerr Wottagirl 325 1% 1129 2% 23601 2% 11
Deo Itc Engage Deo Sprays 1579 4% 910 2% 57207 5% 17
Deo Mankind Adiction Body Spray 495 1% 843 2% 30267 3% 10
Deo Adjavis Layerr Wottagirl Classic Collection 296 1% 799 2% 20434 2% 12
Deo Jk Helene Curtis Park Avenue Acti Cool 840 2% 740 2% 10342 1% 18

Top Brands of FY 2016-17(till dec)

 Now,
A detailed outlook on how each advertiser in
the category focused on their brand portfolio
over the years
VINI PRODUCT
 Vini focused only in TV and is the top spender in Perfume and
Deo category

Spends in lakh PRINT TV TOTAL %SOE

ADVERTISER TYPE PRODUCT FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 16-17(till dec)
Fogg - - - 6725 6657 5542 6725 6657 5542 40%
Ossum Body Mist - - - - - 1199 0 0 1199 9%
Deo
Fogg Black Collection - - - 4471 2833 772 4471 2833 772 6%
Vini Product
Fogg Bleu - - - 2679 809 - 2679 809 0 0%
Perfume Fogg Scent - - - - 4922 4708 0 4922 4708 34%
Talc Whitetone Face Powder - - - 1879 1262 1647 1879 1262 1647 12%
Grand Total 0 0 0 15754 16484 13868 15754 16484 13868 100%

• Vini entered the mist category this FY 2016-17, By introducing Ossum Body Mist
• Vini launched it first scent category FOGG in FY 15-16
• Vini has concentrated more in Sports Genre then Infotainment followed by GEC and regionals
• Vini has no print spends for the past three FY
 Since the launch of the perfume, Vini has given equal focus on
both Deo and perfumes
VINI Product month wise spends
3000
Cricket World Cup 2015
Association
2500

2000
Launch of Ossum body mist
1500 Launch of Fogg scent

1000

500

Deo Talc Perfume

 Lately Fogg Scent has been getting the highest share of mind on
TV amongst their brand portfolio
2016 SOE% 2016
Product Group Advertiser Product LAKHS % down GRP SOV% SPOTS SOM% ACD
Perfume Vini Product Fogg Scent 4708 34% 6900 53% 158325 46% 16
Deo Vini Product Fogg 5542 40% 4328 33% 65842 19% 23
Deo Vini Product Ossum Body Mist 1199 9% 1225 9% 29296 8% 24
Deo Vini Product Fogg Black Collection 772 6% 603 5% 24730 7% 17
Talcum Powders Vini Product Whitetone Face Powder 1647 12% 0% 67384 19% 16
Grand Total 13868 100% 13056 100% 345577 100% 95

• Fogg has been trying to capitalize on the wedding season and the theme of gifting by promoting their perfume
• Thereby expanding the category which was otherwise heavily summer focused
 Having different brand names helps to be present simultaneously
Vini 2016 Activity Timeline
1200

1000

800
GRP

600

400

200

0
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
Fogg Scent Fogg Fogg Black Collection Ossum Body Mist Whitetone Face Powder

In 2017, Fogg has spent heavily on Scent/Perfume

Whitetone powder is combating Ponds’ strong foundation by being present throughout the year
HINDUSTAN LEVER LTD
 HUL has spends higher during FY 15-16 due to launch of Axe
chocolate/gold
Spends in lakh PRINT TV TOTAL %SOE
ADVERTISER TYPE PRODUCT FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 16-17(till dec)
Axe Signature 198 893 63 5232 7491 2443 5430 8384 2443 38%
Axe Recharge - - - - - 1837 0 0 1837 29%
Axe Signature Gold - - - - - 758 0 0 758 12%
Rexona Underarm Odour Protection - 1 88 - 256 635 0 257 635 10%
Cb-axe Signature-captain America Civil W - - - - - 518 0 0 518 8%
HUL Deo Rexona Roll On - - - - - 228 0 0 228 4%
Axe Deodorant - - - 991 - - 991 0 0 0%
Dove Whitening Deodorant - - - 436 - - 436 0 0 0%
Axe Chocolate/gold - - - 239 3117 - 239 3117 0 0%
Axe Blast - - - 0 - - 0 0 0 0%
Axe Apollo 12 - - - - - 12 0 0 0%
Grand Total 210 894 152 6898 10865 6420 7109 11759 6419 100%

• HUL print spends has decreased drastically from 71% (FY 15-16) to 12% FY 16-17(till dec)
• Axe usually has a new variant launch every year which they focus their spends
• Signature in 2014
• Gold in 2015
• Recharge in 2016
 Usually peaking during the summer months with new launches
Hindustan Lever Ltd month wise spends Association of Axe Recharge with
1800 Captain America movie release
1600
1400
1200
1000
800
600
400
200
0

Deos Perfumes
 HUL has been present in Print primarily to promote the perfume
category

FY TYPE AXE Markets Spends(lakhs) Avg. Ins Size(sq.cm) # of Campaigns

Deos Axe Apollo Metro cities 12 1 165 May
Metro cities 189 3 391 Feb,Mar
FY 2014-15
Perfumes Axe Signature National 1 1 432 Feb
Tier 2 9 3 410 Feb,Mar
Metro cities 489 6 736 Apr-Jun&Sept, Dec
FY 2015-16 Perfumes Axe Signature
Tier 2 403 5 545 Apr-Jun&Sept, Dec
FY 2016-17(till dec) Perfumes Axe Signature Tier 2 63 3 398 May,Jun

• HUL relies on supporting their TV campaigns with additional print

Perfume variants are the way to go
2016 SOE% 2016
Product Group Advertiser Product LAKHS % down GRP SOV% SPOTS SOM% ACD
Perfume Axe Signature 2443 38% 4492 65% 95272 45% 20
Deo Axe Recharge 1837 29% 1163 17% 57232 27% 26
Perfume Axe Signature Gold 758 12% 689 10% 13328 6% 20
Deo Hindustan Lever Ltd Rexona Underarm Odour Protection
635 10% 504 7% 20881 10% 27
Deo Rexona Roll On 228 4% 104 2% 6167 3% 30
Perfume Cb-axe Signature-captain America
518 Civil W8% 0 0% 17036 8% 20
Deo Axe Black Night-unilever 2 0% 0 - 65 0% 20
Grand Total 6422 100% 6953 100% 209981 100% 163

• Like competition, Axe has also started to focus heavily on their perfume variants
 Axe did not spend heavy in the second half of the year
HUL 2016 Activity Timeline
900

800

700

600

500
GRP

400

300

200

100

0
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
Axe Recharge Axe Signature Axe Signature Gold Rexona Underarm Odour Protection Rexona Roll On

Axe Recharge – New Variant launched – Play my game – Man in Casino ad

Not much focus on Rexona

ADJAVIS VENTURE PVT LTD
 Layerr’ is a brand that has completely focused on deos
PRINT TV TOTAL %SOE
ADVERTISER TYPE PRODUCT FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 16-17(till dec)
Layerr Shot - - - 3313 2717 1876 3313 2717 1876 57%
Layerr Shot Absolute - - - 1041 1174 539 1041 1174 539 16%
Layerr Wottagirl - - - 1108 472 325 1108 472 325 10%
Adjavis Venture Pvt Ltd Deo Layerr Wottagirl Classic Collection - - - 60 1408 296 60 1408 296 9%
Layerr Shot Bullet - - - - - 270 0 0 270 8%
Layerr - - - 15 - - 15 0 0 0%
Layerr Shot Compact - - - - 914 - 0 914 0 0%
Grand Total 0 0 0 5537 6684 3306 5537 6684 3306 100%

• Another brand with only TV strategy

• New women’s variant
 Has been steadily present throughout the year
Adjavis Venture Pvt Ltd month wise spends
900
Layer Watta girl classic
800 collection by Parineeti
chopra
700
600
500
400
300
200
100
0

Deos
 The brand range is usually promoted with specific focus on
brands on a campaign to campaign basis
2016 SOE% 2016
Product Group Advertiser Product LAKHS % down GRP SOV% SPOTS SOM% ACD
Layerr Shot 1876 57% 4196 53% 101238 53% 14
Layerr Shot Absolute 539 16% 1721 22% 35211 18% 10
Deo Adjavis Venture Pvt Ltd Layerr Wottagirl 325 10% 1129 14% 23601 12% 11
Layerr Wottagirl Classic Collection
296 9% 799 10% 20434 11% 12
Layerr Shot Bullet 270 8% 0% 10279 5% 23
Grand Total 3306 100% 7845 100% 190763 100% 71

• The newest launch Layerr’ Shot Bullet with Akshay kumar is their latest campaign on air
 Layerr Shot predominantly promotes the main brand
Layerr 2016 Activity Timeline
800

700

600

500
GRP

400

300

200

100

0
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
Layerr Shot Layerr Shot Absolute Layerr Wottagirl Layerr Wottagirl Classic Collection

Women Collection launched in the winter

Parineeti Chopra – Love your Style – Page 3/Magazine/Photoshoot ad

MCNROE CHEMICALS PRIVATE LTD
 Another brand to launch a perfume spray under a different name
to differentiate from the home brand’s name

Spends in lakh PRINT TV TOTAL %SOE

ADVERTISER TYPE PRODUCT FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 16-17(till dec)
Deo Wild Stone Code - - - - - 1659 0 0 1659 59%
Deo Wild Stone 81 - - 1391 1727 898 1472 1727 898 32%
Deo/Perfume Secret Temptation - - - 46 444 233 46 444 233 8%
Mcnroe
Deo Wild Stone Thunder 43 - - 458 - 501 0 0 0%
Chemicals
Deo Wild Stone Red 28 - - 0 3 - 29 3 0 0%
Private Ltd
Deo Wild Stone Fine Fragrance Deos - 1 - - - - 0 1 0 0%
Deo Wild Stone Grey 116 - - - - - 116 0 0 0%
Talc Wild Stone Deo Talc 152 - - 182 120 - 334 120 0 0%
Grand Total 421 1 0 2077 2294 2790 2498 2294 2790 100%

• Currently focused on their new launch of Wild Stone Code in 2016-17

 2016 spends have been considerably reduced compared to
previous years
Mcnroe Chemicals Private Ltd month wise spends
900
800
700
600
500
400
300 Introduction of wildstone code

200
100
0

Talcum Powders Deos

Print support during launches and specific focus on certain
priority markets

FY TYPE Wildstone Markets Spends(lakhs) Avg. Insertions Size(sq.cm) # of Campaigns

Wild Stone New Delhi,pune 4 1 257 Dec
Wild Stone Grey Metro cities 116 4 452 July,Aug
Deo
FY 2014-15 Wild Stone Red North Belt 28 1 240 July
Wild Stone Thunder Eastern north 43 1 240 July
Talc Wild Stone Deo Talc North Belt 152 3 240 May
FY 2015-16 Deo Wild Stone Fine Fragrance Deos Bhubaneshwar 0.5 1 345 oct
In the last year the focus on secret temptation has significantly
reduced

2016 SOE% 2016

Product Group Advertiser Product LAKHS % down GRP SOV% SPOTS SOM% ACD
Deo Mcnroe Chemicals Private Ltd Wild Stone Code 1659 52% 2320 59% 64746 61% 14
Deo Mcnroe Chemicals Private Ltd Wild Stone 898 28% 1192 30% 27885 26% 20
Deo Mcnroe Chemicals Private Ltd Secret Temptation 233 7% 451 11% 12915 12% 15
Talcum Powders Mcnroe Chemicals Private Ltd Wild Stone Deo Talc 389 12% 0 0% 0 0% 0
Grand Total 3179 100% 3962 100% 105546 100% 49
 Wildstone had most activity during the latter half of the year
Wildstone 2016 Activity Timeline
800

700

600

500
GRP

400

300

200

100

0
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
Wild Stone Code Wild Stone Secret Temptation

Wildstone Code – New Variant launched in 2017

Another brand to launch a female variant under a different name – Secret Temptation
ITC LTD
 ITC has been trying to catch up with the expanding category
through its engage set of brands
PRINT TV TOTAL %SOE
ADVERTISER TYPE PRODUCT FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 16-17(till dec)
Deo Engage Deo Sprays 6 42 8 2457 1384 1579 2463 1426 1587 89%
Engage Perfume Sprays - - - - 329 195 0 329 195 11%
Perfume
Itc Ltd Engage Cologne Sprays - - - 1244 1089 0 1244 1089 0 0%
Fiama Di Wills Face And Body Talc - - - 0 - - 0 0 0 0%
Talc
Fiama Di Wills Swiss Soft - - - 39 - - 39 0 0 0%
Grand Total 6 42 8 3740 2802 1774 3746 2844 1783 100%

• Heavy focus on their deo brands

 Perfume activity usually is seen once a year during summer
There is no crossover of communication at any point unlike Fogg
One brand communication at a time
Itc Ltd month wise spends
600

500

400 Engage deo spray couple in

libray commercial was
present from may 16 –dec 16
300

200

100

Talc Deos Perfume

Very scarce use of Print

Spends Avg. # of
FY TYPE Engage Markets Size(sq.cm)
(lakhs) Insertions Campaigns
FY 2014-15 Engage Deo Sprays Kolkata 6 1 100 July
FY 2015-16 Deo Engage Deo Sprays Tier 2 42 1 1120 June
FY 2016-17(till dec) Engage Deo Sprays Tier 2 8 2 174 Oct
To capitalize on the Deo brand’s awareness and to use the same
to promote perfumes

2016 SOE% 2016

Product Group Advertiser Product LAKHS % down GRP SOV% SPOTS SOM% ACD
Perfume Engage Perfume Sprays 195 11% 2529 74% 8126 12% 15
Deo Itc Ltd Engage Deo Sprays 1579 89% 910 26% 57207 88% 17
Perfume Engage Cologne Sprays 0 0% 0 0% 34 0% 39
Grand Total 1774 100% 3439 100% 65333 100% 32
Engage was another brand to launch Perfume under the same Deo brand name
Engage 2016 Activity Timeline
450

400

350

300

250
GRP

200

150

100

50

0
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
Engage Perfume Sprays Engage Deo Sprays

However, rest of 2017 was focused on their Deo

Perfume – Couple Dancing in France – ad

MARICO LTD CHEMICALS PRIVATE LTD
 Having roped in Ranveer Singh as brand ambassador, the brand is
active since the last year
PRINT TV TOTAL %SOE
ADVERTISER TYPE PRODUCT FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 16-17(till dec)
Set Wet Perfumes Deodorant - - - 275 1534 0 275 1534 97%
Deo Set Wet Party Deo - - - 39 0 0 39 3%
Marico Ltd
Set Wet Cool - - - 30 30 0 0 0%
Perfume Set Wet Infinity Perfume Spray - - - 1474 1474 0 0 0%
Grand Total 0 0 0 1504 275 1574 1504 275 1574 100%

2016 SOE% 2016

Product Group Advertiser Product LAKHS % down GRP SOV% SPOTS SOM% ACD
Deo Marico Ltd Set Wet Perfumes Deodorant 1534 97% 2831 96% 55653 95% 16
Deo Marico Ltd Set Wet Party Deo 39 3% 109 4% 3237 5% 10
Grand Total 1574 100% 2940 100% 58890 100% 26

• They promote the same brand ad under the name of perfume/deodorant

 There was no activity during FY 15-16 before the launch of their
new campaign
Marico Ltd Chemicals Private Ltd month wise spends
500
450 Set Wet Perfumes
400 Deodorant by Ranveer
350
singh
300
250
200
150
100
50
0

Deo Perfume
JK HELENE CURTIS LIMITED
 Each year, focus is on a new variant launch
PRINT TV TOTAL %SOE
ADVERTISER TYPE PRODUCT FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 16-17(till dec)
Park Avenue Acti Cool - - - - - 840 0 0 840 80%
Park Avenue Impact - - - - 811 1 0 811 1 0%
Deo
Park Avenue Storm - - - 777 - - 777 0 0 0%
Jk Helene Curtis Limited
Park Avenue Cool Blue - 83 - - - - 0 83 0 0%
Perfume Park Avenue-perfume/deo - - - 904 589 207 904 589 207 20%
Talcum Powders park Aven Double Deo Tal 2 - - - - - 2 0 0 0%
Grand Total 2 83 0 1681 1400 1048 1683 1483 1048 100%

• Lack of any significant print

• A brand that is present across the three categories
 One campaign burst a year for each brand
Jk Helene Curtis Limited month wise spends
700

600

500

400

300

200

100

Deos Perfume Talcum Powders

Very minimal print spends

Spends # of
FY Product TYPE Markets Avg. Ins Size(sq.cm)
(lakhs) Campaigns
FY 2014-15 park Aven Double Deo Tal Talcum Powders Satna 2 8 148 April
FY 2015-16 Park Avenue Cool Blue Deos Metro city 83 4 544 May
2016 saw their new launch acti cool which was their prime focus
2016 SOE% 2016
Product Group Advertiser Product LAKHS % down GRP SOV% SPOTS SOM% ACD
Park Avenue Acti Cool 840 80% 740 72% 10342 46% 18
Deo Jk Helene Curtis Limited Park Avenue-perfume/deo 207 20% 290 28% 11943 53% 11
Park Avenue Impact 1 0% 0% 264 1% 20
Grand Total 1048 100% 1030 100% 22549 100% 49

• It is another brand which promotes perfume/deo portfolio together

VANESA HERBAL PVT LTD
 Having a multitude of sub-brands, focus is on variant launches
PRINT TV TOTAL %SOE
ADVERTISER TYPE PRODUCT FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 16-17(till dec)
Denver Xtreme - - 6 - - 435 0 0 440 30%
Vanesa Envy 1000 Crystal - 2 5 - 34 376 0 36 381 26%
Vanesa Envy 1000 92 614 2 730 644 174 822 1258 177 12%
Denver Deo 49 25 7 - - - 49 25 7 1%
Deo
Vanesa Envy After Dark Series - - - 205 9 - 205 9 0 0%
Vanesa Denver - - - 67 - - 67 0 0 0%
Vanesa Deo Mist 3 - - - - - 3 0 0 0%
Vanesa Herbal Pvt Ltd
Denver Superman - 13 - - - - 0 13 0 0%
Vanesa Denver Hamilton - 53 6 86 896 441 86 949 447 31%
Denver Perfum Range - - 2 - - - 0 0 2 0%
Perfume Vanesa Denver - - - 637 11 - 637 11 0 0%
Vanesa Envy Perfumes 1 - - - - - 1 0 0 0%
Denver Hamilton Prestige - 1 - - - - 0 1 0 0%
Talc Fairtone Fairness Powder 6 - - 30 - - 36 0 0 0%
Grand Total 144 709 28 1724 1594 1426 1869 2302 1455 100%
 Simultaneous presence of the brands on air gives a greater SOM
however dilutes the communication
Vanesa Herbal Pvt Ltd month wise spends
350

300

250

200

150

100

50

Deos Perfume Talcum Powders

Equal focus on all their variants on TV
2016 SOE% 2016
Product Group Advertiser Product LAKHS % down GRP SOV% SPOTS SOM% ACD
Perfume Vanesa Denver Hamilton 441 31% 611 30% 14219 34% 13
Denver Xtreme 435 30% 581 29% 8584 20% 13
Vanesa Herbal Pvt Ltd
Deo Vanesa Envy 1000 Crystal 376 26% 573 28% 12191 29% 13
Vanesa Envy 1000 174 12% 270 13% 6942 17% 12
Grand Total 1426 100% 2035 100% 41936 100% 50
A brand to use print heavily with campaigns throughout the year
Spends
FY Product TYPE Markets Avg. Ins Size(sq.cm) # of Campaigns
(lakhs)

Vanesa Deo Mist Deos National 2 2 207 july

Vanesa Deo Mist Deos New Delhi 0 1 182 Nov
Vanesa Envy 1000 Deos All India 76 5 156 Apr-may,Aug,oct-nov
Vanesa Envy 1000 Deos National 17 18 301 Apr-may,Aug
FY 2014-15 Denver Deo Deos National 5 5 451 May,jul,oct,dec
Denver Deo Deos Metro cities 43 6 450 Apr-may,Jul-sept
Vanesa Envy Perfumes Perfumes West Bengal 1 2 179 May-jun
Fairtone Fairness Powder Talcum Powders North belt 5 2 110 Apr
Fairtone Fairness Powder Talcum Powders National 1 1 196 Apr
Vanesa Envy 1000 Deos North & west 614 50 126 May-Nov
Vanesa Envy 1000 Crystal Deos North & west,Kol 1 1 399 Mar
Denver Deo Deos North & west 25 2 254 May,Aug,Oct
FY 2015-16
Denver Superman Deos North & west,Kol 13 2 398 Jan-Mar&Sep-Nov
Denver Hamilton Perfumes North&west 53 3 238 Oct
Denver Hamilton Prestige Perfumes National 1 1 189 May
Vanesa Envy 1000 Deos Metro cities,North,west 2 33 168 Apr-May
Vanesa Envy 1000 Crystal Deos North & west,Kol 5 3 405 Apr
Denver Deo Deos All India 7 4 300 Aug,Oct
FY 2016-17(till dec)
Denver Xtreme Deos North & west,Kol 6 2 404 May,oct
Denver Hamilton Perfumes North & west,Kol 6 3 263 June
Denver Perfum Range Perfumes North & west,Kol 2 1 398 july
MANKIND PHARMA LTD
Declining spends in 2016-17
PRINT TV TOTAL %SOE
ADVERTISER TYPE PRODUCT FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 16-17(till dec)
Adiction Body Spray 680 15 - 696 712 495 1376 727 495 92%
Deo
Adiction Strong - 139 42 - - - 0 139 42 8%
Mankind Pharma Ltd
Adiction Xtra Strong - 39 - - - - 0 39 0 0%
Perfumes
Manforce Oud Intense - 185 - - - - 0 185 0 0%
Grand Total 680 378 42 696 712 495 1376 1090 537 100%
 Spends
Mankind Pharma Ltd month wise spends
500
450
400
350
300
250
200
150
100
50
0

Deo Perfume
Spends in print has considerably reduced while focus on TV is
restricted to one active brand
Spends
FY Product TYPE Markets Avg. Ins Size(sq.cm) # of Campaigns
(lakhs)
FY 2014-15 Adiction Body Spray Deos East,North and west 680 5 686 Jun-oct
Adiction Body Spray Deos Mum,pune 15 30 194 May
Adiction Strong Deos All India 139 1 405 May-Jul
FY 2015-16
Adiction Xtra Strong Perfumes National 39 41 445 Jan-mar,Jul-dec
Manforce Oud Intense Perfumes All India 185 2 400 Jun
FY 2016-17(till dec) Adiction Strong Deos South,west 42 1 520 May-Jul

2016 SOE% 2016

Product Group Advertiser Product LAKHS % down GRP SOV% SPOTS SOM% ACD
Deo Mankind Pharma Ltd Adiction Body Spray 495 100% 843 100% 30267 100% 10
Grand Total 495 100% 843 100% 30267 100% 10
NIVEA INDIA PVT LTD
 Nivea has the maximum sub brands within the Deo portfolio
PRINT TV TOTAL %SOE
ADVERTISER TYPE PRODUCT FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 14-15 FY 15-16 FY 16-17(till dec) FY 16-17(till dec)
Nivea Men Body Deodorizer - - - - 1721 1995 0 1721 1995 55%
Nivea Protect And Care Deo - - 166 - - 732 0 0 898 25%
Nivea Protect And Care Roll On Deo - - - - - 531 0 0 531 15%
Nivea Whitening Talc Touch Deodorant 26 38 - 54 987 162 80 1025 162 4%
Nivea Men Fresh Protect Deodorant - 164 33 - - 0 164 33 1%
Nivea Men Fresh Power Deodorant - - - 209 - 0 209 0 0 0%
Nivea India Pvt Ltd Deo
Nivea Fm Invisible For Black And White - - - 4 0 0 4 0 0 0%
Nivea Whitening Sensitive Deodorant 3 - - 1244 218 - 1247 218 0 0%
Nivea Men Fresh Active Roll On - - - 538 24 - 538 24 0 0%
Nivea Whitening Deodorant - - - 10 0 - 10 0 0 0%
Nivea Powder Touch Deodorant - - - 5 - - 5 0 0 0%
Nivea Deodorant 0 - - - - - 0 0 0 0%
Grand Total 29 202 199 2063 2951 3420 2092 3154 3619 100%
 Nivea has been significantly increasing spends over the last 3
years
Nivea India Pvt Ltd month wise spends
1200

1000

800

600

400

200

Deos
Metro focused print plans during the summer to activate sales
# of
FY TYPE Nivea Markets Spends(lakhs) Avg. Ins Size(sq.cm)
Campaigns
Nivea Deodorant National 0.2 1 120 oct
Whitening Sensitive Deodorant Del 3 1 630 Nov

FY 2014-15 Deo
Del, Mum,
Whitening Talc Touch Deodorant 26 2 445 & 240 March
Tier 2 cities

Men Fresh Protect Deodorant Metro cities 108 4 324 Jun & Aug
FY 2015-16 Deo Men Fresh Protect Deodorant Tier 2 cities 94 2 306 Jun & Aug
Whitening Talc Touch Deodorant Metro cities 38 2 240 April
Men Fresh Protect Deodorant Tier 2 cities 20 2 353 May
FY 2016-17 (till dec) Deo Men Fresh Protect Deodorant Blr, Kol 13 2 300 May
Protect And Care Deo Metro cities 166 3 576 Aug
Has multiple variants active at the same time
2016 SOE% 2016
Product Group Advertiser Product LAKHS % down GRP SOV% SPOTS SOM% ACD
Nivea Protect And Care Roll On Deo 531 16% 1240 40% 16045 20% 16
Nivea Men Body Deodorizer 1995 58% 1156 37% 42933 53% 18
Nivea Whitening Talc Touch Deodorant 162 5% 724 23% 6095 8% 12
Deo Nivea India Pvt Ltd
Nivea Men Fresh Power Deodorant 0 0% 0 0% 9 0% 20
Nivea Protect And Care Deo 732 21% 0 0% 15835 20% 19
Nivea Fm Invisible For Black And White 0 0% 0 0% 6 0% 15
Grand Total 3420 100% 3120 100% 80917 100% 85
Summarizing
Changing Trends…
What used to be a deo only market is filled with perfume brands that are
being introduced by same deo advertisers
• Perfume Brands with the same name as the mother deo brand to capitalize on the deo’s brand
awareness
• Perfume brands with names different from the mother deo brand to undiluted the brand’s position on
the consumer’s mind and also due to the fact that the category is in its very nascent stage of its life-cycle
which means there is major scope for expansion

What used to be a summer only phenomenon is rapidly changing

• Wedding Season, Gifting, Valentine’s Day are being capitalized by advertisers
• Helps in expanding the category than to bite into the existing smaller pie
• Fogg has a major foot forward on this front
Summarizing…
Print although a declining medium, is still being used tactically by
certain advertisers
• For launches and tactical communication

The top active brands are the least reliant on print

Fogg and Layerr
Brands use high reach medium like India Cricket and reality TV shows
like Big Boss to reach to maximum audience
There has become a very thin line between a perfume/deo/scent in
terms of communication as every advertiser is promoting all of the
above
Beyond Traditional Media
Engagement Opportunities - The Experience
All Good Scents
An online perfume brand that lets you sniff and sample first
whereby a customer can choose any three fragrances from the collection for INR 165 with free delivery

which the consumer can later reimburse through discount when buying the actual perfume bottle
Media Opportunities - Social Engagement

Fictional series

Consumer Engagement on Social Networks

Media Opportunities - Digital PR Video

Kenzo World Perfume

Other premium brands who went the PR video route

Dior presents Lady Blue Shanghai – Marion Cotillard

Coco Mademoiselle for Chanel – Kiera Knieghtly

Prada presents Castello Cavalcanti – Jason Schwartzman

All Good Scents
Way Forward…