Nolan Cunningham, Jenna Dodd, Sean Ryan, and Bridget Thomas

Endless Euphoria

Agenda

Objective & Strategy

TrialThe Target

Awareness

BudgetFlighting ROISummary

2

Follow Target

Engagement

#HowAreYouEndless

Objective

Drive sales during key gift-giving holidays and capture new customers to establish relevance

and aspiration for Calvin Klein’s Endless Euphoria.

3#HowAreYouEndless

Driving Trial

“In-store sampling is 6x more effective at

driving purchase than visual communication

alone”

“When women were asked how they chose

and purchased fragrances, scent strips and in-store trials were

the key drivers”

"The best way to have women buy fragrance is to have them smell it…

The most efficient way is through magazine scent

strips."

4#HowAreYouEndless

Source: June 2014 AromaCo.uk Source: Dec. 2011 Total Beauty Media Group Source: August 2014 Ad Age

Strategy

Drive trial by following our target consumer throughout the purchasing process, creating awareness and

engaging them from early decision-making, through in-store trial, to purchase.

5#HowAreYouEndless

The Target: Women 18-34

Youthful and flirty

Lighthearted

Optimistic

Loves attention

Street smart

6#HowAreYouEndless

Creating Awareness To Drive Trial

7

Awareness Initial Trial Follow Target Engage Consumer In-store Trial Purchase

8

To Drive TrialAwareness

#HowAreYouEndless

• Enjoys movies

• Engages brands via social media

• Streams online content

• Watches Primetime TV

.

..Awareness

“WHEN I SEE SOMETHING INTERESTING ON TV, I OFTEN GO

ONLINE TO FIND OUT MORE ABOUT IT.”[154]

Primetime

[223]

[201]

[199]

[156]

[136]

[133]

[122]

“MUSIC IS AN IMPORTANT

PART OF MY LIFE”[123]

9

Highly Viewed and Relevant TV

Awareness

#HowAreYouEndless

February 16, 2016 December 2016

Sources: 2015 GfK Mediamark Research & Intelligence LLC 2015 Billboard 2014 Prime Media Productions Network Information & Demographics

Discrete Targeting in a Growing Market

Source: Dec 2014 WSJ - TV Viewing Slips as Streaming Booms, Nielsen Report Shows. Dec 2014. Adweek - Hulu: Align Your Brand with Premium Content. April 2015.

:30 Video

Video Skin

10

Awareness

#HowAreYouEndless

Through Endorsement of Euphoria Lifestyle

9.5MM SubscribersBeauty, Fashion & Lifestyle

Frequently does endorsements

Youthful, flirty, elegant, light hearted and optimistic

11

Awareness

Strategically Placed Video Ads: Ingredient

storytelling

#HowAreYouEndlessSource: Dec 2014 Luxury Daily - High-End Fragrance Consumers Are Content Hungry: Coty exec

Through Aspiration

Promoted

Ads

#HowAreYouEndless

12

Awareness

#HowAreYouEndless

With Relevancy

Air commercials for Snapchat followers on Discover categories

13

Awareness

#HowAreYouEndless

During the Valentine’s Day Season

“I OFTEN PAY ATTENTION TO THE

COMMERCIALS AND

PREVIEWS AT THE

MOVIE THEATER” [165]

Source: 2015 BoxOfficeMojo

February 12, 2016 February 5, 201614

Awareness

#HowAreYouEndless

Initial Trial

15

Awareness Initial Trial Follow Target Engage Consumer In-store Trial Purchase

Critical in the Fragrance Buying Process

16Source: April 2014 GoodHousekeeping.com - The Pro Secrets to Finding the Right Perfume

Initial Trial

#HowAreYouEndless

In Magazines Read by our Target Through Scent Strips

“FASHION MAGAZINES HELP ME

DETERMINE WHAT CLOTHES TO BUY”

[163]

[173]

[151]

[138]

[230]

“I OFTEN VISIT WEBSITES OF MAGAZINES I READ” [173]

17

Initial Trial

Source: 2015 GfK Mediamark Research & Intelligence LLC

Interactive Advertisement- OOH

18

Step 1: Approach

Step 2: Insert Hand

Result: 200K+ Activations in 5

weeks

Initial Trial

#HowAreYouEndlessSource: Dec. 2013 JCDecauxna.com

Step 3: Experience Brand & Scent

Follow Target Consumer To Store

19

Awareness Initial Trial Follow Target Engage Consumer In-store Trial Purchase

Target Fashion Cities

New York, NYLos Angeles, CA

San Francisco, CADallas, TXMiami, FL

Source: March 2015 LifeStyleMirror 20

Follow Target

#HowAreYouEndless

21Source: 2013 American Community Survey

Follow Target

Density of our target market in Manhattan

Where is our Customer?

#HowAreYouEndless

22

Follow Target

Stores in Manhattan

that sell Endless Euphoria

Where can they get our

product?

#HowAreYouEndlessSource: 2013 American Community Survey

23

Follow Target

Subway lines in Manhattan

How Will they get there?

#HowAreYouEndlessSource: 2013 American Community Survey

24

Follow Target

Highly indexed areas

lines our target will use to get to the

stores

Our Key Areas

#HowAreYouEndlessSource: 2013 American Community Survey

25

Follow Target

#HowAreYouEndlessSource: 2013 American Community Survey

Follo

26

For Auto-Centric CitiesFollow Target

#HowAreYouEndless

In Malls: Close to Point of Purchase

27

Follow Target

#HowAreYouEndless

Engage Consumer Before They Enter The Store

28

Awareness Initial Trial Follow Target Engage Consumer PurchaseIn-store Trial

Pre-Store Engagement

29

Engage

#HowAreYouEndless

Customer Approache

s Store

Push Notificatio

n

Ad Engages Customer

Customer Driven to

Trial

Foot Traffic

Lift+ 147%

Visit Frequency

Lift+ 215%

Source: 2015 Verve Mobile

30#HowAreYouEndless

ROI

ROI

Source: 2015 Verve Mobile

Flighting

31

Flighting

#HowAreYouEndless

32

Summary

33

Awareness Initial Trial Follow Target Engage Consumer PurchaseIn-Store Trial

TV

Online Video

Social Media

Cinema

Print

Interactive Billboard

Geographic Segmentatio

n

Out-of-Home

#HowAreYouEndless

Thank You!~

Questions?

34

Appendix

352015 GfK Mediamark Research & Intelligence LLC

Appendix

362015 GfK Mediamark Research & Intelligence LLC

37

Appendix

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Appendix

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Appendix

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Appendix