Personal Care

Path to Growth

Singapore
January 2002

SAFE HARBOUR STATEMENT: This presentation may contain forward-looking statements (within the
meaning of the U.S. Private Securities Litigation Reform Act 1995) based on our best current information
and what we believe to be reasonable assumptions about anticipated developments. Words such as
"expects", "anticipates", "intends" and other similar expressions are intended to identify such forward
looking-statements. Because of the risks and uncertainties that always exist in any operating environment
or business we cannot give any assurance that the expectations reflected in these statements will prove
correct. Actual results and developments may differ materially depending upon, among other factors,
currency values, competitive pricing, consumption levels, costs, environmental risks, physical risks, risks
related to the integration of acquisitions, legislative, fiscal and regulatory developments and political and
social conditions in the economies and environments where Unilever operates. Further details of these
potential risks and uncertainties are given in the Unilever Annual Report and Accounts and Form 20-F. You
are cautioned not to place undue reliance on these forward-looking statements.

HPC Must Wins 1

 HPC Strategic Priorities

HPC Vision
The most successful HPC business in the world

Exceptional
Growth Strong value creation
of Personal from Laundry
Care brands

Fit for Growth

Personal Care in HPC

Laundry
Household Care
Personal Care

60%

HPC Must Wins 2

 Portfolio Evolution

100%

80%

60%

40%

20%

0%
1985 1990 1995 2002

Personal Care Home Care

Personal Care in HPC

Sales 2002: €12bn
7%
11%

39% Skin
Hair
16% Deo
Oral
Prestige

27%

HPC Must Wins 3

 Personal Care by Region

13%
22%

Europe
North America
Africa Middle East
29% Asia Pacific
Latin America

29%

7%

Personal Care: Sales Growth

Underlying Sales Growth %

15%

Global
direct
10% Unilever
Euro 1
Euro 2

NA 1
5%

NA 2

0%
96 97 98 99 00 01 02
Sources: companies, own estimates

HPC Must Wins 4

 Personal Care: Operating Margin
Operating Margin

NA 1
NA 2
20%
Unilever

15% Global direct

Euro 2
Euro 1

10%
96 97 98 99 00 01 02
Sources: companies, own and analyst estimates

Personal Care Market Dynamics

BRANDS

Consumer Innovation
Understanding

Brand
Communication

High growth, high investment, high margin

HPC Must Wins 5

 Exceptional Growth in PC Brands
§ Global brands growing to >>€1bn each
§ Dove, Lux, Sunsilk, Rexona, Ponds, Axe
§ Sustained double digit growth

§ Impactful Innovation
§ Innovation rate > 25%pa
§ Fast and consistent roll out

§ Simplification + Scale
§ facilitate speed + flexibility

Singapore
January 2002

Brands

HPC Must Wins 6

 Leading Personal Care Brands

5.0

4.0
€ bn 2002

3.0

2.0

1.0

0.0
al at
e ea v e e ie r ne es
t il k ive
ré lg Ni
v Do en rn ll i Cr ns ol
L’O nt Ga be Su
Co Pa ay a lm
M P
Sources: Euromonitor, companies, own estimates

Leading Hair Brands

2.0

1.5
€ bn 2002

1.0 Elsève is a sub-

brand of
L’Oréal

0.5

0.0
Pantene Sunsilk Elsève H&S Herbal Suave
Sources: Euromonitor, companies, own estimates
Essence hair

HPC Must Wins 7

 Leading Skin Brands
2

1.5
€ bn 2002

1
Plénitude is a
sub-brand of
L’Oréal

0.5

0
Nivea Dove Olay Lux Plénitude Ponds Palmolive

Sources: Euromonitor, companies, own estimates

Leading Deo Brands

0.8

0.6
€ bn 2002

0.4

0.2

0.0
Rexona Axe Secret Nivea Mennen Right Dove
deo Guard
Sources: Euromonitor, own estimates

HPC Must Wins 8

 Personal Care Strategy
§ Brands
§ Innovation
§ Growth
• innovate the core
• geographical extension
• category extension

§ Supporting
• flexible sourcing & supply chain
• global working

Personal Care Strategy

§ Brands
§ Innovation
§ Growth
• innovate the core
• geographical extension
• category extension

§ Supporting
• flexible sourcing & supply chain
• global working

HPC Must Wins 9

 Growth - Innovate the Core

Growth - Innovate the Core

HPC Must Wins 10

 Growth - Geographical

Growth - Category

HPC Must Wins 11

 Personal Care Strategy
§ Brands
§ Innovation
§ Growth
• innovate the core
• geographical extension
• category extension

§ Supporting
• flexible sourcing & supply chain
• global working

Dove Global Brand Team

HPC Must Wins 12

 Personal Care “Touch & Feel”

§ Hair
• Sunsilk
• Dove NA launch

§ Deodorants
• Axe

§ Innovation Tour
§ Hair & Deo Development Capability

Personal Care
Path to Growth

HPC Must Wins 13