You are on page 1of 50

C& I

February 2012

Strong and sustainable growth of the group

Turnover 3Net (M) total Group C&I


50,4 43,9 40,8 41,8 36,2 30,7 33,1









Cadum France : the spearhead of the Group

Turnover Hygiene (M) France

36,5 32,4 26,1 20,3 16,9 12,3 9,7 7,5









A 120 years history and tradition

1907: first Cadum solid soap 1930: Cadum is N1 on Cosmetic market in France Up to 80s, Cadum remains the Soap N1 in France From 20 years Iba is N1 on problem solver, liquid and small space air freshener segments

But still dynamism of youth.

A 3 years old company resulting from the merger of Cadum (Body care) and Iba (House Hold) in 2007.

2007 1990 2003

Flexibility of a small structure

35 people in the Head quarter.

Shorter hierarchy, for faster decisions.
No more than 4 levels for decision

General Director: Gilles Nouailhetas

Marketing Director France Sales Director

General Director: Jean-Marie Total

Finance Director

Supply, office and personnel director

Household Mkg team

Hygiene Mkg team

Sales team

Export Director

Spain Uk Manager Manager

Purchaser managers

Finance managers

Office and personnel team

Supply chain team


Sales Adm.

Field sales force

Spain team

Uk team


Finance team

Brand History

Cadum since 1907


1912 1930 1952

M. Winburn a chemical industrialist & business man studies the issue of eczema. Louis Nathan discovers a cure for eczema Cade {Juniper] oil balm. M. Winburn & Louis Nathan collaborate and start the Cadum soap factory selling high quality affordable soap. Cadum becomes the Number 1 best selling soap & hygiene brand in France (50% of population use). Cadum combines with Colgate Palmolive to become Cadum Palmolive , and remains the No 1 soap in France Cadum re-launched to make Cadum a Global Brand.

M. Winburn


Cadum in the 20s

The pink Cadum baby was selected to embody softness & health in the 20s

Cadum, today and brand image is used as a part of commercial French Story.
Boulevard Haussmann, Paris Center (close to Grands Magasins)

French dictionnary:



Proven in product softness since 1907, not just a claim. Clinically tested on sensitive & dry skin. Advanced formulations made with up to 100% natural ingredients achieving the same or better results than traditional products. Gentle cleansing ingredients. Hypoallergenic. Free of paraben, EDTA, BHT, DMDM, Phenoxyethanol. Not tested on animals.

Cadum: free from controversial ingredients

Parabens: Skin irritant that upsets skins natural balance. Phenoxyethanol: Damages skin. DMDM (DiMethylol DiMethyl): Bad for the environment.

EDTA ou Ethylne-Diamine-Ttra Actique: Bad for the environment and your hair.

Cadum: qualitative formulas recognized by experts

Cosmetox Guide extract

Cadum: qualitative formulas recognized by experts

Cadum : 8 years in advance vs regulation

Publication Direct Matin 1 million readers 9th may 2011

Key figures in 2011

4 millions households in France use Cadum products each year. Cadum is the No 1 brand of hygiene in families with kids under 15 years old

Source: Kantar 2011

Success on each category



-Adult Shower: - 4th brand of shower - 4 SKUs in the top 20 of the market (400 SKUs) -Soaps : - 4th brand of solid soaps - 2 SKUs in the top 10 of the market

N 1

- 1st and only brand with ecocert label - 4th brand of the market No 2 brand in intimate care

N 1

brand of baby market - 3 SKUs in the top 10 of the market (300 SKUs)


N 1

N 1

- Leader of kid shower - 4th brand of kid shampoo (9 brands in total)

Source: - IRI P12 2011 YTD

Success on each category

Market growth 2011

Cadum growth 2011 Bb +23.8%

March Bb (incl lingettes)


March Kids (douche+shamp)

-2.7% +4.6% +3.6% +2.6% +7.6%

Do femmes Douches TI Savons (sol/liq)

PDM CAD 2.4%
Lancement Nov.10

Do femmes March Douches adultes March TI Savons (sol/liq)

Source: - IRI P12 2011 YTD

+28.7% +30.1% +5.4%


Bebe Cadum n2 in France

Source: - IRI Sell out France, HM+SM, CAD P12 2011

Our strategy

Recruit Mummies

Recruit Women

Cover all segments with high quality products and sharp positioning

Adapted products for dual usage : baby + adult

Targeted communication plan

Cover all segments: 2011 offer


Shampoo 400ml

Bath & Shower 400ml


Hair & Body Gel 750ml & 400ml

Micellaire Water 400ml

Cleansing Milk 400ml WIPES

LinIment 400ml

Cleansing water 750ml




Eau de Toilette


Natural Caresses


Cleansing water


The cleansing gels range

Hair and body Body (dry skins)

- hypoallergenic - clinically tested - with organic almond oil - Cadum guaranteed composition

Best selling SKU of baby care market (excl wipes) 750 ml / SRP 5.90 400 ml / 3.95

With shea butter 400 ml / 3.95

Cleansing gels performance: Bebe Cadum leader

Source: - IRI Sell out France, HM+SM, CAD P12 2011

The cleansing water range

Cleansing water 750 ml Micellar Water

- hypoallergenic - clinically tested - with organic almond oil - Cadum guaranteed composition

2nd best selling SKU of baby care market (excl wipes) 750 ml / SRP 5.90

Specifically adapted to make-up removal 400 ml / 3.95

Cleansing water case: challenging Biolane leadership

Source: - IRI Sell out France, HM+SM, CAD P12 2011

Cleansing and moisturising milk ORGANIC formula

- hypoallergenic - organic certified - contains organic sweet almond oil, jojoba oil, Shea butter, aloe vera. - Cadum guaranteed composition

400 ml / 3.95

Cleansing and moisturising milk : ranked 4th

Source: - IRI Sell out France, HM+SM, CAD P12 2011

Talc / powder

- For baby and mummy delicate skin - Prevent from irritations very absorbing - Clinically tested - Cadum guaranteed composition

300g / SRP : 2.60

Talc performance: indisputable leader

Source: - IRI Sell out France, HM+SM, CAD P12 2011


- convenient thanks to the pump - adapted to frequent use for adults and babies - clinically tested - contains organic sweet almond oil - Cadum guaranteed composition

400 ml / 3.35

Moisturising balm

- restores the hydrolipidic film for a maximum protection of dry skins - hypoallergenic - organic certified - contains 20 % of organic shea butter - Cadum guaranteed composition

Damaged barrier

Restored barrier

Acknowledged by the selection of the observatoire des cosmtiques

150 ml / 5.35

Liniment oleo-calcaire

- the most recommended product by physicians - cleans, soothes and prevents irritations - 100% natural formula : olive oil+ lime water

400 ml / 5.90

Eau de toilette, the beauty complement

- Soft, fresh and delicate Perfume - Low alcohol (20%) - Hypoallergenic - Clinically tested - Cadum guaranteed composition

50 ml / SRP : 12.50

Fragrancing water

A soothing and refreshing fragrancing water - Low alcohol (20%) - Hypoallergenic - Clinically tested - Cadum guaranteed composition

250 ml / SRP : 3.95

Cover all segments: 2012 novelty THERMAL FRANCHISE

Thermal water = skin care active bringing natural minerals & taking care of sensitive skins

Possible feminine usage thanks to formulas & fragrances adapted to the target

Perfect purity & innocuousness

Why launching a Thermal offer for Baby?

Baby segment: a specific market within mass networks

70 %

Volumes purchased by families

WITHOUT BABY from 0 to3 yo

Without alternative usage by adults, Hygiene/Care Baby segment would weight much lower

316 M

3.4 x less!!

95 M

Donnes Kantar 2010, Calcul pour chaque segment : % poids volume des foyers avec bb x CA du segment

Why launching a Thermal offer for Baby?

From 2008, market driven by skin care brands in pharmacies

Evolution 2008 - 2010 19,2 %

-3,9% -8,9%


Skin Care Brands

Specific Brands

Skin care brands represent 20% of bay market in pharmacies

Why launching a Thermal offer for Baby?

With a skin care + baby promise = thermal water + innocuousness

Thermal water Adult Logo

Thermal water Adult Logo

Baby Target Baby Target Claims skin care

Adult Picto Innocuousness / Sensitive skins Innocuousness / Sensitive skins

Why launching a Thermal offer for Baby?

Develop the Baby market

via a PREMIUM THERMAL SENSITIVE SKINS offer For babies & mummies


Bb Cadum Thermal Peaux Sensibles

Cleansing Gel Body, Face & Hair 400 ml A premium offer to redevelop the category 400ML : 4.85 / 250 ml : 2.65

Micellar Water Body, Face & Eyes 400 ml

Cleansing Milk Body, Face & Eyes 250 ml

Availability 15 march 2012

Target communication: Magic Maman partnerhip

Leader website on 25-35 y-o mummies

Target communication: Election of Bb Cadum

Each month from February to December, thousands of registrations and votes take place on the MagicMaman website to elect the Cadum Baby of the Month In January of 2011, 11 finalists are brought before a jury of celebrities who elect the Baby Cadum of the Year. 5 50% of votes from the public via internet 50% of votes from the jury

Mai anna & Zoe, Baby Cadum 2009 et 2010

The election creates huge buzz and is a great vector for brand awareness

An internationally renowned studio

Brings prestige & glamour to the election A photo souvenir that will last a lifetime and which is worth 2 000

Laure Manaudou Key sponsor

Brings high level of awareness to the event and attracts a lot of media attention from celebrity magazines

A celebrity jury
Composed of national celebrities which attract high level of media attention

Cadum Babies become part of the Harcourt legend

Photos that create internet buzz = 3 000 visitors in 24h on the site

The Baby Cadum Election is the most popular baby election in France

40 00040 000 registrations inscriptions dont 10 000 uniques

200 000 votes 200 000 votes

A record number of media hits in 2011

178 media results

52 Press articles + 107 Web articles + 8 Radio shows + 11 TV shows

300 Mil contacts

Between Oct 2010 and Feb 2011

+ 50% vs Election 2010

Thank You