Emerging trends,

new customers &

diversified targets

Intimate Hygiene

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 Intimate Hygiene

Market Data
• Figures
• Trends

Intimate Biology
• Physiology
• Protective flora

Tolerance & Well-being

• Model, evaluation
• Formulations

7446/GB/01/January 2016
 Intimate Hygiene

Introduction

The birth of hygiene & its intimacy ….

o « Hygie » name of health greek goddess

o Public fountains (Antique Greece) then
internal baths (Roma)
o Dangerous water (Middle Ages)
o Dry toilet(XVI e century)
o White linen (XVII e century)
o Return of the water(XVIII e century)
o Privatization of the space

Health & Well-being

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 Market Data

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 Market data

Figures

Intimate hygiene, a market of future

Country Growth Value in 2013 Estimated

2008-2013 (euro millions) growth
2013-2018
Worldwide 6,1% 1555 3,4%

ASIA 10,8% 230 7,7%

ASIA,
15% NA 3,2% 244 3,2%

LATAM 19,6% 245 6,9%

LATAM, EMEA 4.4% 835 1,2 %

16%
EMEA; Historic Current Prices, Forecast Constant 2013 Prices
54% Historic Fixed 2013 Exchange Rates, Forecast Fixed 2013 Exchange Rates

NA; 16%

Market shares in Intimate Hygiene

2013

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 Market data

Figures

Emerging markets
• « Premium » formula in Latin America
• Other areas- similar cost

Sale price per liter (2012)

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 Market data

The main purchasing criteria

of a hygiene product

The price 69%

The skin protection 60%
SKIN PROTECTION The brand 46%
The perfume 38%
Substainable values 30%
A decisive purchasing A medical pledge 22%
criteria
60%
Quoted in first by 30% of respondents

7446/GB/01/January 2016
 Market data
Trends

French market retail profile

Pharmacies &
Parapharmacies

Mass market & 130M

traditional diapers =10%
players & private
labels

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 Market data

Trends
Top claims

Moisturizing
Refreshing
Lactic acid
Fight odour
pH
Gentle cleansing
Soothing
Fight or prevent odour causing
No animal testing
Prevent itchy sensation
Suitable during menstruation
Cooling Intimate washes between
Protect skin microflora jan 11 & jan 14
showing ingredients
Teens Without wipes or pads variants
739 formula
Bio or organic label or ingredient
Prebiotic or probiotic
Adressing menopause
Whithening
Tightening
Alkaline pH
Cell renewal
Men
French mineral water
Slow release

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 Market data

Trends

Focus

Bacteria, the good ones! Secondary benefits

Hydration!
pH balance equilibrium Then from comfort to tightening!

7446/GB/01/January 2016
 Market data

Trends

Bacteria, the good ones!

pH balance equilibrium

• Limitation of odor-causing bacteria

• Preservation of natural microflora is traditionnally
supported by the good pH balance

• Pro & prebiotics seduce brands and are an

innovation room

• Some ads bring immediate consumer benefits:

odor neutralization & refreshing/cooling sensation

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 Market data
Trends

Secondary benefits

• Hydration
• Bringing comfort, immediate relief, prevent itchy
sensation & irritation: a must

• Whitening!
• Tightening!

7446/GB/01/January 2016
 Market data

Trends

Focus

New targets
Products 2-in-1
Teens, men,
Shower / Intimate hygiene «silver class» women

7446/GB/01/January 2016
 Market data
Trends

Catching new consumers

• Teen girls

• Gain visibility: 2-in-1 shower + feminine wash

• Men
• Addressing specially silver class women
• Addressing BIO consumers
• Right price

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 Market data
Trends

Focus

Diversification
Innovative & Sensory
Texture / Bio / Care /
Deo / Wipes

7446/GB/01/January 2016
 Market data
Trends

• Gentle surfactants are preferred

• Daily use
• Soap free is the rule
• Sulfate free
• Foam dispensers allow lower surfactant content &
lighten ingredient list

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 Intimate Biology

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 Intimate Biology

Physiology

External
Mucosa
surface

1
2 1 Epidermis
Epidermis
2 In almost absence of
Dermis cutaneous barrier,
Dermis
4 3 3
need for a ultra
respectful product for
this sensitive zone
Hypodermis
Hypodermis

Skin with Stratum Corneum 1 Low keratinized skin 1

Pilo-sebaceous follicles 2 Numerous sebaceous glands 2
Dermis rich in sweat glands eccrines & apocrines 3 Connective tissue matrix rich in fibroblasts & elastin 3
Hypodermis rich in strongly vascularied adipocytes 4

Need for an adapted

product to clean/
prevent the formation
of malodorous
compounds
(by degradation of the sebum and
the sweat)
 Intimate Biology

Microbial flora

A natural balance

The vaginal flora

• Protective role , 90-95 % of bacilli of Döderlein ,

« friendly» bacteria which acidify the vaginal
environment

• Skin: 5<pH<6
• Genital mucous membranes pH 5,5
• Vagina : 3,8<pH<4,5

Uneven flora depending on women

Production of lactic acid
Very smooth biofilm on the surface of the vaginal wall

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 Intimate Biology

Microbial flora

A sensitive balance
pH = 4 pH = 8

When the balance is lost 4 < pH < 5 : optimal environnement

( hormonal & external fluctuations)
Itches, infections, Lactobacilli
Irritations…

Solutions
pH influence
to fight against the Candida Albicans => alkaline pH
inconveniences
Bacteria => acidic pH

Like alkaline Like very acidic

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 Tolerance & Well-being

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 Tolerance

Vaginal tolerance test

SkinEthic™ HVE This tolerance test is based on human reconstructed vaginal epithelia
The goal of the study was to assess the induction capacity of cytotoxic effects of SEPPIC ingredients on an in vitro reconstructed
vaginal mucosa. When cultivated in vitro on a polycarbonate filter at the air-liquid interface in a chemically defined medium,
A431 cells (derived from a vulval epidermoid carcinoma) form a three-dimensional human epithelial tissue similar to
the in vivo vaginal mucosa.

• Models recognized by clinical • Morphological and ultra structural characteristics

requirements , by pharmaceutical and comparable to the vaginal mucous membrane
cosmetic industries

HVE, in vitro reconstructed vaginal epithelium In vivo vaginal mucosa

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 Tolerance

Vaginal tolerance test / Method

Epithelium

1-Exposition - Contact : 10 min, 1h, 3h et 24h

- Quantity : 30µl / epithelium
- 2 epidermis / product / time

Negative, positive controls & market formula references (2),

SEPPIC formula (3), SEPPIC ingredients (11) rinse off

2- Measured Parameter
- Cell viability: MTT test (cut off of 50% cell viability)

3- Results
- Tolerance levels determined according to a scale defined by SkinEthic and taking account the cell viability
during the 4 application times
=> Maximized conditions (product application &
cell viability evaluation up to 24h)

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 Tolerance

Vaginal tolerance test

Commercial name pH use Use level for rinse off products

Raw materials
> pH 5.5 alone
PROTEOL™ APL > pH 5 in combination
10%
FOAMING
AGENTS

ORONAL™ LCG/E OD no restriction 10%

ORAMIX™ GB 10 no restriction
10% Good tolerance of
these ingredients
no restriction 3%
AQUAXYL™
at
ACTIVES

FLUIDIPURE™ 8G 5-7 10%

use level & in
the test conditions
SEPICALM™ S WP 5-8 3%

1%
SEPIMAX ZEN™ 3-8
RHEOLOGICAL
MODIFIERS

SOLAGUM™ AX no restriction 1%

CAPIGEL™ 98 pH > 7 5%

GELALG 5%

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 Tolerance & Well-being

Ingredients Formulations

Formula

For « active » women AS40054

• 2-in-1 product
• Well balanced pH for skin & intimacy Tolerance of these formula
is comparable to
To fight inconviences EU07331 2 market refererences
• Gentle cleanser
• Soothing
• Alkaline pH

For sensitive skin EU07343

• Ultra soft cleanser

• Moisturazing
• Acidic pH

7446/GB/01/January 2016
 AS40054
EQUILIBRIUM DAILY INTIMATE WASH
pH 5.5

A Aqua/water Up to 100%
Xanthan Gum 0.20%
B Disodium EDTA 0.10%
Glycerin 2.00%
Gentle
AMONYL™ 380BA 10.00%
Cleansing agent
PROTEOL™ APL 5.00%
ORAMIX™ L 30 5.00%
Excellent
FLUIDIPURE™ 8G 3.00%
skin tolerance
Preservative 0.60%
GELALG™ 3.00%
Parfum / Fragrance 0.15%
Citric Acid (25%) Up to pH
Purity vector

Balanced pH

Appearance Transperent Gel

pH 5.3
Polysaccharidic Viscosity 1M at RT 550 mPas.s Brookfield S2S6
Structures Viscosity 1M at 45°C 300 mPas.s Brookfield S2S6
Viscosity recovery at RT 560 mPas.s Brookfield S2S6
(after 1M at 45°C)
Stability*

* MTT test on SkinEic model

 EU07331
A NEW HAPPINESS
Intimate Gel pH 8

A Aqua/water 62.30%
Disodium EDTA 0.05%
B ORONAL™ LCG E OD 8.00%
AMONYL™ 380BA 7.00%
Glycerin 3.00%
High tolerance PEG-7 Glyceryl Cocoate 1.50%
Cleansing base SEPICALM™ S WP 3.00%
Glycerin and Aqua and Aloe Barba 1.00%
Tocopherol 0.05%
Phenoxyethanol and Ethylhexylglycerin 1.00%
Phenylpropanol and Propanediol and Caprylyl 0.50%
Soothing Glycol and Tocopherol
Parfum/Fragrance 0.10%
Skin well being C Aqua/Water 10.00%
CAPIGEL™ 98 2.50%
Hydration D NaOH 48% Up to pH = 8
Lactic Acid Up to pH = 8

Appearance Transparent gel

pH 8
Serenity Viscosity 1M at RT 180 mPas.s Brookfield S2S6
thickening Viscosity 1M at 45°C <100 mPas.s Brookfield S2S6
Viscosity recovery at RT 170 mPas.s Brookfield S2S6
(after 1M at 45°C)
Transparence Stability* 1M at RT, in cycles -4/+45°C

* MTT test on Skinetic model

 EU07343
ULTRA SOFT INTIMATE
HYDRATING FOAM – pH4

Aqua/Water Up to 100%
Rosa Damascena Flower Water and Citric 3.00%
Acid and Sodium Benzoate and Potassium
Sorbate
10.00%
Long lasting Glycerin
moisturizing 3.00%
AQUAXYL™
13.00%
Skin protection ORAMIX™ GB 10
0.75%
Benzyl Alcohol and Ethylhexylglycerin and
Tocopherol
SEPICIDE™ LD 0.50%
Lactic Acid 50% Up to pH
Ultra soft foaming base

Compatible
Appearance Transparent solution
with acidic pH pH 4

Abundant & stable foam

Stability Stable
* MTT test on Skinetic model
 References

Bryan LARSEN & Gilles R.G MONIF, 2001.

Understanding the Bacterial Flora of the Female Genital Tract.
Clinical Infectious Diseases CID 2001:32. p69-77

Eric S. BENSEN, Samuel J. Martin & al, 2004.

Transcriptional profiling in Candida Albicans reveals
new adaptive responses to extracellular pH and functions for Rim101p.
Molecular Microbiology, 54. p1335-1351

Yuki SAWATARI & Atsushi YOKOTA, 2007.

Diversity & Mechanisms of Alkali Tolerance in Lactobacilli.
Applied & Environmental Microbiology, June 2007. p.3909-3915

Bo RUNEMAN, Goran RYBO & al, 2005.

The Vulvar Skin Microenvironment; Impact of Tifht-fitting Underwear
on Microclimate, pH & Microflora.
Acta Derm Venereol 2005; 85. p.118-122

ROUSSEAU Virginie, 2004.

Evaluation d’Oligosaccharides à Effet Prébiotique
vis-à-vis de la Microflore Vaginale.
Thèse CIFRE. Ingénierie Enzymatique Moléculaire. INSA Toulouse/Genibio.

7446/GB/01/Januray 2016
 TM
PROTEOL APL, highly respectful cleasing agent!

VOLUME Sodium Cocoyl Apple QUALITY

Amino Acids

STABILITY

Distilled water Hard water + dirt Sensory analysis of PROTEOL APL foam
Handwashing test
Foam volume (mL) 1% m.a pH = 7 Panel of 10 volunteers
After 10 min After 30min

Evolution of the microscopic structure of PROTEOL APL foam over time

Foam expansion protocol
Centripetal turbine 3000 rpm – 2 min
Solution containing 0.1% active matter
Hard water 40°C pH7
P hotos magnified X 15
• Respect of the cutaneous barrier
• Excellent skin tolerance
• Easily biodegradable

7446/GB/01/January 2016
 TM TM
SOLAGUM AX & GELALG , more than rheological modifiers!

Acacia Senegal Gum Aqua/Water & Chondrus

& Xanthan Gum
Polysaccharidic structures : Crispus Extract

protective film

Formation of a protective film on the Carraghennans

surface of the skin thanks to the affinities from seaweeds adapted to the
between epidermic proteins and survival in extreme conditions
polysaccharides. (outside the water in low tide)

SOLAGUM AX Xanthan gum As a new second layer of skin!

An unique combination to create a

quick gel with no stringy touch

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 FLUIDIPURETM 8G, purity vector & balanced pH!

Capryloyl Glycine
skin reacidification kinetic-
FluidiPure™8G
& Xylitylglucoside
& Hexylene Glycol 9,5
9
8,5
8

Cutaneous pH
Glycine Octanoic Acid 7,5
1st amino acid present (Plant derived)
in the skin 7
skin 6,5
6
5,5
• Regulator of cutaneous of ecosystem
5
• Cellular Revitalizing, essential to keep skin hydrated
• Facilitates the bioavailability in the skin
• Helps accelerate the return to a physiological pH
• Restoration of « acidic coat » control FluidiPure™8G 7.5%

Protocol: tested on 5 volunteers treated with an alkalin solution (NaOH) at a pH of 10.4.

FluidiPure™8G tested at 7.5% ( equals to 1.5% Capryloyl Glycine) in a pH 4 emulsion, one
single application.
Statistically significant results versus control (p<0.05).

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 TM
ORONAL LCG/E OD, an ultra gentle cleansing base!

PEG-40 Glyceryl Cocoate

& Sodium Coceth Sulfate
Foaming power
(40°C, 1% a.m, pH = 7)
Patch test : zero irritation !
Foam volume
(mL)
Ideal for sensitive skin…

High tolerance
cleanser

Distilled water Hard water Hard water +

dirt

Raw material tested alone and diluted at 10% and 20%

FINN CHAMBER occlusive patch test – skin surface covered - 50mm2
2 groups of 20 volunteers: 20 Vol. to normal skin – 20 Vol. to sensitive skin
Results after 48 hrs application

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 SEPICALMTM S WP, happiness is welcome!

Sodium Cocoyl
3. HYDRATION
Amino Acids &
Magnesium Aspartate % hydration increase of the treated zone
& Potassium Aspartate vs. untreated zone ( by corneometry)
2. Source of WELL-BEING

Increase of -endorphine 24%

vs control
18%
15%
1. SOOTHING ACTION 48% 13%
8%
5%
Enzyme CCL-2 21%*
17%
Cytokine ALOX -48%* 1H30 3H00 5H00

BASE (formule 6666) + SEPICALM S 3%

SEPICALM™ S WP 1 ppm ma
BASE alone
PHORBOL MERISTATE 0.1 ppm ma
Inhibition of NFkB

Limits INFLAMMATION
Epidermis : -32% IL-6, -16% IL-8
Dermis : -13% IL-6 & IL-8
% versus control treated with UVA+UVB, non treated
by SEPICALM S WP

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 Thicken in serenity!
TM TM
CAPIGEL 98 SEPIMAX ZEN

Acrylates Copolymer Polyacrylate

crosspolymer -6
VISCOSITY

Ideal for pH > 7 For pH between 3 to 8

% of SEPIMAX ZEN * to obtain a viscosity of5, 000mPa.s

ORAMIX NS10
0.9-1%
10-15% A.S.

*Mechanical dispersion in water prior to surfactant addition

¾ SLES + 1/8 cocoamphodiacetate + 1/8 Capb 10% m.a

(% a.m.) 0,3 0,6 0,9

pH = 6,5/7/7,5
Limpid

Media: 10% a.m. surfactant solution

¾ SLES + 1/8 cocoamphodiacétate +
1/8 Capb et ¾ SLES + ¼ CAPB

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 TM
ORAMIX GB 10*, ultra soft foaming base

Decyl Glucoside
Optimal foaming surfactants
Cocamidopropyl Betaine Méthode SEPPIC 57CO001 (40°C, pH = 5, 1% a.m)

Foam volume
(mL)

• Mild for the skin

• Compatible with acidic pH

• Abundant & stable foam Distilled water Hard water Hard water + dirt

*Raw material approved by Ecocert Greenlife,

in conformity with Ecocert natural and organic cosmetic standard

7446/GB/01/January 2016
 Aquaxyl T M, an in-depth look at the HYDRACONCEPT!

% of decrease
% of increase in Xylitylglucoside + in TEWL
hydration Anhydroxylitol + compared to placebo
compared to placebo Xylitol
12 11%*
D0(8h) D15 D30
10
1
-1
8
-3
6%* -3%
-5
6 5%* -5%
-7
-
4 *: p<0.05 -9
* p<0.05
-11
2 -13
-15 -14%*
0 -17
D0 (8h) D15 D30

Evaluation with CORNEOMETRY Discovering Imperceptible Water Loss - EVAPORIMETRY

measured at D0 (at 8 hours) and D15 and D30 of electric conductance measured at D0 (at 8 hours) and D15 and D30

*Raw material approved by Ecocert Greenlife,

in conformity with Ecocert natural and organic cosmetic standard

• Natural origin
Ecocert* & Natrue

• Hydrosoluble,
Easy to formulate
 38

Nota
The analytical specifications warranted are only those mentioned on the certificate of analysis supplied with each delivery of the product.
Except as set forth above, SEPPIC* makes no warranties, whether express, implied or statutory, as to the product which is the subject of this document. Without limiting the generality
of the foregoing, SEPPIC* makes no warranty of merchantability of the product or of the fitness of the product for any particular purpose. Buyer assumes all risk and liability resulting
from the use or sale of the product, whether singly or in combination with other goods. The information set forth herein is furnished free of charge and is based on technical data that
SEPPIC* believes to be reliable. It is intended for use by persons having technical skill and at their own discretion and risk. Since conditions of use are outside SEPPIC*'s control,
SEPPIC* makes no warranties, express or implied, and assumes no liability in connection with any use of this information. Nothing herein is to be taken as a license to operate under
or a recommendation to infringe any patents.
* SEPPIC being:

SEPPIC S.A. SEPPIC Castres BiotechMarine Head Office

22 Terrasse Bellini 27, chemin de la poudrerie – BP 90128 Zone Industrielle 75, quai d'Orsay
92806 Puteaux 81105 CASTRES CEDEX B.P. 72 75007 Paris
FRANCE FRANCE 22260 Pontrieux FRANCE
Tel. : +33 (0)1 42 91 40 00 Tél. +33 (0)5 63 72 69 69 FRANCE
Fax. +33 (0)5 63 72 69 70 Tel : +33 (0)2 96 95 31 32
info.seppic@airliquide.com contact.biotechmarine@airliquide.com
USA - SEPPIC Inc. SINGAPORE - SEPPIC Asia Singapore JAPAN - SEPPIC Japan Office CHINA - SEPPIC China
30, Two Bridges Road, suite 210 3 HarbourFront Place # 09 – 04 Air Liquide Japan's office Room 2909 Nan Zheng Building
Fairfield, HarbourFront Tower Two Granpark Tower 3-4-1 Shibaura 580 West Nan Jing Road
New Jersey 07004-1530 Singapore 099254 P.O. Box 54638 Minato-ku, Tokyo 108-8509 Shanghai 200041
USA SINGAPORE JAPAN CHINA
Tel. : +1 973 882 5597 Tel : +65 6278 6711 Tel : +81 3 6414 6725 Tel : +86 (21) 64 66 01 49
us.seppic@airliquide.com singapore.seppic@airliquide.com japan.seppic@airliquide.com china.seppic@airliquide.com
POLAND - SEPPIC Poland Office DUBAI - SEPPIC Dubai Air Liquide India Holding Pvt Ltd BRASIL - SEPPIC Brasil
CCIF East Wing 5, Block-A, 3rd Floor O2 Commercial Twin Tower Alameda Santos 745/ cj 72 / 7ºfloor
Ul. Widok 8 Dubai Airport Free Zone B/1304, Asha Nagar Road Cerqueira Cesar
00-023 Varsovie UNITED ARAB EMIRATES Mulund (W) 01419-001
POLAND Tel : +971 (0) 4 205 5443 Mumbai 400080 São Paulo – SP
Tel : +48 22 690 68 73 INDIA BRAZIL
Tel : + 91 22 61046464 Tel : +55 11 3242 3911
poland.seppic@airliquide.com dubai.seppic@airliquide.com india.seppic@airliquide.com brasil.seppic@airliquide.com
GERMANY - SEPPIC Gmbh ITALIA - SEPPIC Italia Srl COLOMBIA - SEPPIC Colombia SAS
Martinstrasse 16-20 Via Quarenghi 27 Calle 71 n°10-40
50667 Köln 20151 Milano Edificio Orbe 71 of 401
GERMANY ITALY Bogota
Tel : +49 (0)221-888824-0 Tel : +39 02 38009110 COLOMBIA
Tel : +571 702 44 48
germany.seppic@airliquide.com italy.seppic@airliquide.com colombia.seppic@airliquide.com

7446/GB/01/Januray 2016