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OUR TARGET

The Principled Harmonizer

“I’m a real believer in the benefits of following a healthy lifestyle. This makes me conscious of what I put in and on my body and how I care for it – as all of these contribute to achieving my goal of natural beauty”

I have concerns about skin irritations and allergies

I give year-round attention to my body care.

I like to let my skin breathe.

My choices keep my life in balance and harmony.

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Defend leadership position, continue momentum bydelivering+3% growth and driving towards 2020 goal

Deepen relationship with

Principled Harmonizer (PH)

Attract new users and

loyalize existing

Make Aveeno synonymous with

“healthy skin” inside and out

Connect with her by developing programs that reflect her core values

Introduce innovation and emphasize trusted foundation ( both therapeutic and beauty)

Communicate skincare and wellness benefits of new and hero products

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STRATEGIC PARTNERSHIPS

SEASONAL CROSS-PLATFORM SYNERGIES

LEVERAGE INFLUENCERS

2016 TK STRATEGIES” – MASTERBRAND, BODY, FACE, BABY + SUN

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Spring

Fall Favorites

Summer Survival

Winter Skin

CROSS-PLATFORM SYNERGIES

Ambassador welcome mailer to highlight new and hero products across all platforms

Spring into Healthy Skin e-blast for beauty and lifestyle short-lead media

Media day with Jennifer Aniston

Sun safety e-blast to parenting outlets for both baby and adult

Create a new summer season for AVEENO® via cross-platform summer essentials mailer to ambassadors

National Healthy Skin month outreach (Face & Body)

National Oatmeal Day mailer highlighting products with the oat

Ambassador holiday delivery; including an end of year gift as well as face and body hero products

Leverage J&J Derm Network for a cross-functional satellite media tour

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ATTRACT NEW USERS WITH INNOVATION

REDEFINE THERPAUTIC LEADERSHIP

CONTINUE TO GROW DAILY USE

2016 TK STRATEGIES” – MASTERBRAND, BODY, FACE, BABY + SUN

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LAUNCH SKIN RELIEF GENTLE SCENT

Win Sensitive Skin Consumers with Scent-Focused Activation• Prove that sensitive skin and scent can live hand in hand

• Leverage derms to educate and demystify scent vs. fragrance

• Partner with Instabrand to recruit 5 influencers to drive product trial, authentic reviews and social shares

• Generate reviews to bring to life gentle scent point-of-difference

Extend Reach • Capitalize on the power of scent and current trends (e.g.,

coconut) to increase mass market appeal and drive purchase

ATTRACT NEW USERS VIA INNOVATION + REDEFINE THERAPUTIC LEADERSHIP