Responsibilities Fine Fragrances Waters Spa Specialty Bath ZZZ

Responsibilities: Fine Fragrances (Waters) Spa Specialty Bath ZZZ Baby

BRAND HISTORY FY 1998 September 1997 Healing Garden launches as the first aromachology brand in the mass market environment with 4 core fragrances (44 RG SKU’s Total). Simultaneous launch in Canada. FY 1999 Aggressive New Product Activity - introduction of 4 new fragrances, 1 new form (75 RG SKU’s Total). Healing Garden launched in Europe. FY 2000 Continued New Product Focus - 1 new fragrance, 2 new forms. Line rationalization study identified consolidation opportunities. (95 RG SKU’s) FY 2001 Brand focus on streamlining SKU’s, reducing excess inventory, improving profitability. (92 RG SKU’s). FY 2002 The Healing Garden enters the Fine Fragrance category. (93 SKU’s)

The Healing Garden Consumer Profile - Age range 20 - 49, with concentration in 25 - 34. - Higher education level (72% some college or more). - Higher household income $50, 000+. Ethnicity - 86% of purchasers are non-ethnic. - Limited penetration among ethnic targets. Psychographic Profile - The Healing Garden purchasers describe themselves as down-to-earth (78%), Natural (77%), Fun-Loving (73%) and Casual (71%). Purchase Intent - 60% is for self purchase (vs. 56% for Bath and Body Works). - 40% purchase HG as a gift (vs. 21% for Bath and Body Works). Source: Coty Demographic/Psychographic study 2/01, IRI Household panel data

Visual Identity Key Insight People are seeking physical, mental and spiritual well being. Message “Power of plants to promote a sense of well being”. Moment Spontaneous, caught moment. Visual Support Nature, outdoors, botanicals, anchored in reality, always in the healing garden, bright and open. Voice Honest, genuine, intimate, approachable. Body Language Comfortable, centered, relaxed. Facial expression Content, friendly, expressive of inner calm and peacefulness. Tagline Holistic fragrances for mind + body + spirit

Specialty Bath Fragrance Landscape Lavender Relaxation Purple Tangerine Energy Orange Green Tea Balance Green Gingerlily Positivity Yellow Jasmine Sensuality Pink ZZZ Theraphy For Sleep White/ Midnight Blue Cucumber/ Lindenblossom Refreshment Light Green Juniper Clarity Blue

Specialty Bath SKU Line-Up Body Lotion Shower Gel Body Mist Bath Soak Room Spray Candle Starter Kit 7 oz. and 1. 85 oz. 7 oz. and 1. 5 oz. 10. 0 oz. 4. 0 oz. 5. 5 oz. 5 -piece

STARTER SETS – FEBRUARY 2002

NEW DESIGN NEW FORMULA NEW PRICE

Clear communication Specific benefit call-outs, colorful icons Natural colors stress holistic and natural identity Appeal through translucent caps and pumps

Enhance emotions through the power of scent

MAY 2002 INTRODUCTION ZZZ THERAPHY Shower Cream Body Mist

SEPTEMBER 2002 INTRODUCTION ZZZ THERAPHY Starter Tote

APRIL 2002 ZZZ THERAPHY FOR BABY mineral oil-free lotion tear-free wash aloe-enriched powder

PEDIATRICIANTESTED

Why The Healing Garden Spa Theraphy? August 2002 1. A branded, advertised name in a hot growth segment; aromatherapy 2. Products are on trend with today’s consumers Upscale, natural and modern packaging Department/Specialty store quality and look 3. Price positioning of affordable luxury with upscale quality 4. Maximize impulse purchases More sophisticated line Name brand supported by advertising Department/Specialty store type presentation 5. Further advantages for The Healing Garden Spa Theraphy Combines premium Spa industry imagery with functional treatment benefits Opportunity to expand the category by attracting Department/Specialty Store Spa product buyers to Mass retail Extend The Healing Garden’s core brand equity beyond Fragrance to encompass tangible/therapeutic skin benefits (Aromachology - Aromatherapy)

The Healing Garden SPA Theraphy offers consumers more than just aromachology, it offers aromatherapy, the ultimate benefits for total well being. Aromachology is the effect of fragrances on human behavior and emotions to improve mood and quality of life. Total Well Being For the Healing Garden Lavendertheraphy = Fragranced Bath & Body products that enhance emotions. Aromatherapy is the use of natural essential oils and herbs to offer emotional and physical benefits. It is generally used in combination with body massage and touch. For The Healing Garden SPA Theraphy = Moderate / Intensive Body Treatment products with physical skin benefits + fragrance for emotional benefits.

Herbal nutrient complex of botanicals and vitamins Light, soothing aromachology scent Daily Body Exfoliator with Olive Stone & Jojoba Meal 7. 0 fl oz Moisture-Rich Shower Cream with Sunflower & Calendula 7. 0 fl oz Smoothing Body Butter with Clary Sage, Wheatgerm & Buchu Leaf 7. 0 fl oz Moisture-Rich Body Toning Spray with Lemongrass 7. 0 fl oz Skin-Soothing Bath Soak with Soy Protein & Oatmeal 8. 5 oz $7. 95 $8. 95

refine

refine renew

refine renew replenish

refine renew replenish rejuvenate

refine renew replenish rejuvenate relax

Body treatment products Physical skin benefits

FIRSTS fine fragrances body treatment living hydroponic flower technology

SCENT STRIPS

September 2002 sheer passion

Building on the success of The Healing Garden Waters fine fragrance collection. Expanding our exclusive technology and positioning to include third most desired state of well-being.

Pink Hyacinth Orange Grapefruit Cucumber Living Golden Sundust Orchid Moonflower Jasmine Tuberose Musk Sheer Wood Notes Moss TM The Healing Garden Waters Sheer Passion breaks free of tradition. It stirs the senses with a voluptuous blend of Waterborn. TM essences that whispers a new freshness and purity.

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