Communication Book CARE

1. Communication Book

2. Market context

Health & WellnessSanté & bien-être
Major concerns of consumers
30% of the European
population de la population
suffers from ALLERGIES
40-50% in 2015-20*
4th World chronic disease
2 of 3 people say they have sensitive
skin **
33%
of people have already suffered
discomfort reactions following the use of a
household cleaning product **
*Source: ARCAA, OMS
**Source: étude STH Inter Study, November 2014 on 873 personnes
2
(France, Italy, Spain & Mexico)

3. Health: a key concern in Europ

In Italy, France and Spain, 6 in 10 people are concerned about
the impact that the ingredients in household products can have
on their health
3

4. Green cleaning products : un marché en croissance

6x
Growth of
classical
offer
+21%
11%
+9,5%
for Rainett
on last
11 months
green
windows
cleaning
Products
green floor
cleaning
Products
*Source: LSA, Le ménage se concentre
sur ses bases, septembre 2014
**Source: Faire savoir Faire, Hiver 2014,
Nielsen CAM à fin juin 2014
4

5. CARE era has arrived

1- products of equal or greater efficacy
2- A safer, more reassuring, with a high skin tolerance, that
meet current consumer concerns
3- products formulated with natural ingredients

6. 3 Strong & innovative benefits

3
Strong & innovative benefits
Efficacy
High tolerance
Naturality
11

7.  Maximum efficiency

Maximum efficiency
Tested
by Scientists
Each formula is tested byAPPROUVEE
scientists .
Through standardized efficiency tests by known and recognized external
Par Les
laboratories
CONSOMMATEU
≥ efficiency standard product
range
RS: + de 400
panelistes
7

8.  Maximum efficiency

Maximum efficiency
APPROUVED
By
CONSUMERS
The starting point of the project?
Consumer habits of nearly 900 consumers around the world were analyzed.
Then a panel of more than 400 consumers participated in the project's
progress to participate in the final selection of formulas.
8

9.  High tolerance

High tolerance
To date, there is no label to which we could lean because this type of product does not
yet exist on the market. That's why Stanhome created its own High skin tolerance
charter: Charter Dermo-Safe
Our Dermo-Safe commitment:
1
Formulas developed in collaboration with a
ensure safety and efficiency
2• EXTRA CARE
physician toxicologist
to
fragrances developed and specially formulated for sensitive skin
• Tests inspired by dermo cosmetics, applied for the first time in
3 everyday cleaning products
9

10.  Predominant natural

Predominant natural
Stanhome is committed to using in formulas Care raw materials of
natural origin:
All ingredients have a portion of their natural molecules
from agricultural fermentation (but, beets, coconut ...)
Betts
Coconut
But
10

11. Care in 3 highlights

2016
BRAND
AMBITIO
N
CARE launch
2017
2018-2019
TO SPREAD OUT
The whole offer
in the daily
clean offer
Continue to
CAPITALZE on
permanent Natural
innovations
11
22

12. Discover the 2016 innovation

12

13.

What Stanhome
iconic product
do you use
daily?
13

14. Which is it?

A super degreaser,
Which removes grease of all the dishes,
Which leaves perfect all the washable surfaces in
the house …
14

15.

This one will surprise you…
Try it soon!
To effectively clean and degrease dishes
and washable surfaces in the house, while
being gentle on hands.
Format : 750 ml
15

16. A tested and proved efficiency

APPROUV
ED
TESTED
Degreaser Care, multi-surfaces
ENHANCED EFFICIENCY
Removes effortlessly
residues of starch (pasta,
rice, etc.) and meat after
soaking
Superior efficacy compared
to the market in cleaning
greasy stains encrusted
boxes of plastic
(polypropylene)
>
degreaser approved by
panelists
160
in Europe
cleaning efficiency and degreasing
dishwashing recognized by 90% of
panelists
degreasing and cleaning efficiency on
kitchen surfaces recognized by 93% of
panelists
Easy to rinse foam for 98% of panelists
INTERNAL USE ONLY
efficiency tests made in external laboratory
16

17. The «+» of efficiency

An innovative formula,
tested against the market leaders
o
A TECHNICAL INNOVATION for ENHANCED EFFICIENCY thanks
to a COCKTAIL ENZYME STANHOME EXCLUSIVE: effortlessly
removes residues of starch (pasta, rice, etc.) and meat after
soaking
o
A PROVEN EFFECTIVE DEGREASING on CERAMICS and
POLYPROPYLENE vs market products
17

18. Kitchen Family in 2016

PRODUCTS
ACCESSORIE
S
18

19.

Degreaser Care is not a
product like any other !
This is not a « green » product. Certainly it
contains natural ingredients but it is much more
efficient than conventional green product
This is not a zero product: it is a "plus"
product: more efficiency, more respect, more fun
This is not a product only "sensitive skin": it
goes further: his tolerance was tested on a panel
of more demanding skin (atopic skin). It is
intended for all who are looking for efficiency and
caring for their families.
With Degreaser CARE , no trade-off
between efficacy, safety and fun!
19

20.

DEGREASER Care
All tips for well
sell it?

21.

An appropriate strategy
Depending on your type of client
Type of
client
Call up your mature Degreaser
clients to collect their remarks
Proposal of speech
Disappoint
ed
customers
Some common remarks
1. "It attacks a lot the hands, I do not
want to use it anymore "
2. "It became too much liquid I consume
much more"
3. "It's too painful to rinse, I prefer to
use something else"
Loyal
customers
to
Degreaser
Continue to sell the current Degreaser. They try Degreaser Care through the samples and they are
satisfied with the "more" of Degreaser Care. Demonstrate to reassure on efficiency.
New
customers
Propose them directly Degreaser Care and emphasize the modernity of this.
Precisely I call you today because Stanhome listened to your
comments. In fact, you're not the only one who asked for a change of
Degreaser. I am pleased to inform you that Stanhome created for you
a new Degreaser Degreaser called Care.
Why ?
Because Stanhome wanted to leave the choice to consumers. It
always offers the current Degreaser for people who still want and
Degreaser Care for people who, like you, want more.
What are the advantages of Degreaser Care
Its effectiveness has been strengthened. A new generation
formula enriched with a cocktail of enzymes. These enzymes eat
away the encrusted dirt for your convenience. In addition the viscosity
has been enhanced to better adhere to the walls. exclusive formula
on the market
• Your hands will not be aggressed anymore because Degreaser
Care Dermo Safe respects the Charter Stanhome. The Care
products are all high skin tolerance products. Degreaser Care is
gentle on hands.
• Finally, the ingredients of Degreaser Care are from natural
origins to take care of your home and your family.

22.

DEGREASER Care
All the answers to
your questions

23.

DEGREASER Care
o Why we offer another formula for DEGREASER? While the current is
already very good?
o Strengthening its effectiveness
o
Stanhome innovates again and again to make your life easier. We wanted for Degreaser, the iconic product
of the brand, to take advantage of the latest technological innovations.
o
This new Degreaser Care is a pioneer in the use of enzymes. Its enzymes significantly strengthen its
effectiveness: they nibble residues encrusted for your convenience (ideal for soaking).
o
We reworked its viscosity so that it adheres better to the walls.
o Gentle on hands
o
This new Degreaser respects our Charter Dermosafe. Its formula is validated high skin tolerance
o A fragrance with notes of Yuzu Citron
o
Yuzu is a very original taste that is between lime, yellow grapefruit and tangerine with a marked and
appreciated acidity of citrus lovers. The yuzu citrus is very trendy, used in the best recipes.
o
Because Stanhome is a modern society, we have integrated these notes of Yuzu in the new formula of
Degreaser Care for even more punch.

24. DEGREASER Care

o
Why there is a picto
o
whereas it is a product CARE?
Ce picto indique qu’en cas de contact avec les yeux, il y a une irritation possible. Mais
de la même façon, ce picto figurerait sur un gel douche s’il répondait à la
réglementation détergence. Ce picto n’a donc rien d’inquiétant et ne concerne pas une
utilisation « normale » du produit. Il est clair que si on se met du savon dans l’œil…ça
pique !
This pictogram indicates that in case of contact with eyes, there is a possible irritation.
But in the same way it would appear on a pictogram of shower gel, if it met the
detergent regulation. So you don’t have to be worried about this pictogram and it does
not concern a "normal" use of the product. It is clear that if you put soap in your eyes ...
it stings!
Why keep the 2 products : Degreaser & Degreaser Care?
Just because at Stanhome, as only big brands can allow, we want to reassure our
consumers, maintaining existing products always while giving them the opportunity to
choose another product more suited to new concerns.

25.

DEGREASER Care
Product demonstration

26.

DEGREASER Care
o How to reassure your customers and demonstrate the superior
efficacy of Degreaser Care?
o Demonstration
o
Take 2 gratin dishes (1 white and 1 color) in which you made pasta casseroles.
o
In each of them, residues of pasta and cheese stick to the walls
o
Put water in these 2 gratin dishes.
o
Add 1 teaspoon of Degreaser Care in the white dish and 1 teaspoon of Degreaser in the
color dish
o
Let stand 15 to 30 minutes.
o
In the white dish with Degreaser care, the right hand, remove the residue with a sponge
o
In the color plate containing Degreaser, left hand, remove the residue with a sponge
o
Observe the difference
o The differences
o
You have removed the gratin residues much more easily in the white dish that contained Care
Degreaser even effortless.
o
You have the right hand sweetest and less aggressed: those which has been in contact with
Degreaser care.

27.

COPYRIGHT STHANOME
27

28.

Adopt it!
For a moment even sweeter ...
Detergent to wash and remove deeply
stains all daily textiles with serenity,
respecting even all the most sensitive skins
Format : 1000 ml
Effective from 25 ml for daily washing
28

29. A tested and proved efficiency

TESTED
APPROVED
ASSURED EFFICACY.
Prime-Wash Care, laundry
A concentrated formula, at least as
effective as the best products from the
market and the Prime-Wash "classic"
approved by
panelists
270 of
in Europe
washing efficiency at 30 ° C.
=
cleaning and stain removal effectiveness
recognized by 94% of panelists
Le Blanc
panelists
Colors remain
panelists
is
respected
bright
for
for
97%
of
100%
of
>
INTERNAL USE ONLY
efficiency tests made in external laboratory
29

30. The «+» of efficiency

A concentrated formula,
tested against the market leaders
o
WASHING EFFICIENCY at 30 ° C at least equivalent to market products and
Prime-Wash "classic"
o
A COCKTAIL OF ENZYMES EXCLUSIVE stain removing efficiency for in-depth on
all the toughest stains (chocolate, grass, blood, carrot puree, red wine, tea and
mustard. ...)
o
A special enzyme for EXTEND THE LIFE of your machine and limit the formation
of pilling.
o
Lets LAUNDRY EXTRA SOFT at 73%
30

31. Laundry family in 2016

DETERGEN
TS
ADDITIVE
S
SOFTENERS
31

32.

PRIME-WASH Care
All tips for well
sell it?

33.

An appropriate strategy
Depending on your type of client
Type of
client
Call clients who have young
children
Proposal of speech
Clients that
have
people in
their family
with fragile
skin
Some common remarks
1. "I pay attention to the laundry that I
buy for my children's delicate skin"
2. "My children have atopic skin, I need
a special detergent"
3. The family just got bigger. I need a
special detergent "
4. Over time and with age, my skin thins
and becomes more sensitive
Customers
loyal to
Prime-Wash
Continue to sell the current Prime-Wash. They try the Prime-Wash Care through the samples and feel the
new fragrance.
New Clients
Offer them directly the Prime-Wash Care and emphasize the modernity of this.
Precisely I call you today because Stanhome listened to your
comments and as your children, more and more people have sensitive
skin. I am pleased to inform you that Stanhome created for you a new
Prime-Wash called Prime-Wash Care.
Why ?
Because Stanhome wanted to leave the choice to consumers. It
always offers the current Prime-Wash for people who are not
particularly sensitive and the Prime-Wash Care for people like you who
suffer from skin intolerance.
What are the advantages of Prime-Wash Care
A Perfume extra care was developed specifically to respect the
sensitive skins and minimize the risk of allergies
• Prime-Wash Care respects our Dermo-Safe Charter. It is
gentle to skin and suitable for sensitive skin and very dry skin with
atopic tendency. In addition the laundry is noticeably softer.
• Finally, the Prime-Wash Care ingredients from natural
origins to take care of your laundry and your family.

34.

PRIME-WASH Care
All the answers
To your questions

35.

PRIME-WASH Care
o
Why offer us another PRIME-WASH formula? While the current was
reviewed recently?
o
Its effectiveness remains the same, but Stanhome goes even further!
o
The formula of the Prime-Wash is recent and already benefits from the latest technical innovations that
have enhanced its effectiveness. With Prime-Wash Care, we offer equivalent efficacy but we are going
even further in the softness and protection of the family. Especially we offer a real alternative to our
customers by offering a premium-Wash Care with natural ingredients.
o
Gentle clothes and skin
o
Laundry Prime-Wash Care respects our Charter Dermo-Safe. It is gentle to skin and suitable for sensitive
skin and very dry skin with atopic tendency.
o
So not only is this laundry soft skin but also 100% of panelists surveyed found the laundry is soft to
wear
o
o
The machine is also more flexible "Extra Soft"
A fresh fragrance with floral notes
o
Extra care fragrance fresh and modern developed specifically to meet? Sensitive skin
and minimize the risk of allergies

36. PRIME-WASH Care

o
o
Why a 40ml dosage on the pack of Prime-Wash Care while the current is
25ml?
When we focused the current Prime-Wash 25ml to, we had to increase the concentration
of raw materials in one dose. So we were by nature more irritating to the skin.
To achieve high skin tolerance required by our Dermo-Safe charter, we had to decrease
the concentration, and that is why we note a 40 ml assay Prime-Wash Care instead of
25ml.
But do not worry, this concentration has no impact on efficiency, because we must
remember that Stanhome mission is to offer products with maximum efficiency.
Why keep the 2 products Wash and Prime-Prime-Wash Care?
Just because at Stanhome, as only big brands can allow, we want to reassure our
consumers maintaining existing products always while giving them the opportunity to
choose another product more suited to new concerns.
With 40 ml Prime-Wash Care is one of the most concentrated detergent
market

37. How to recognize the Care Products?

37

38. How to recognize them?

A return to origins through
original logo
With the same name product
combined with the dragonfly!
A new visual
identity
38

39. A strong symbol associated: the Dragonfly

l
a
w
e
n
t
e
s
e
u
r
R
r
u
T
t
a
N
The Dragonfly: did you
know?
Origin of the word
The word "dragonfly" comes from the Latin "libra,"
which means "Balance".
Environment
It is a good sign to meet dragonflies because very
sensitive to the quality of water in which they live,
they are an excellent indicator of the degree of
pollution of a water source.
Symbolic of the dragonfly:
- Change and transformation
- Trust
- Positive attitude
- Joy
39

40. A new graphic identity

Blue
translucent tap
More space for
expression for
the product
destination
An emblematic
icon
A high tolerance
pictogram
40

41.

Care
Launching tools
A 360° project
41

42.

Care in few words!
To assist you in your everyday work, take care of your home and your family,
has always been at the heart of Stanhome values. With Care, Stanhome goes
even further.
Care: a new generation of cleaning products for:
• You guarantee products with maximum efficiency
• You offer high skin compatibility of products, respecting our Dermo-Safe
charter
• You offer an alternative to products with natural ingredients.
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43. A strong visual identity

A logo
A symbol

44. launch platform? The essentials

Graphical Charter
Launch Presentation
Book Com
Product Com
Product pictures
Model Pictures
44

45. launch platform the Prints

Cover Promo. Catalog
Brand Catalog
Leaflet
Interior Promo. Catalog
45

46. launch platform The movies

EMOTION movie
GO movie
46

47. launch platform Digital tool boxes

Digital toolbox
for sales force
Digital toolbox
for customers
47