( ) Company Profile
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Rogé Cavaillès is the historic and leading French hygiene and body care brand in pharmacies, renowned for over 90 years for the expertise, reliability and quality of its cleansing range and its products for sensitive skin. Responsive to women s expectations, Rogé Cavaillès has always known how to communicate its strong and reliable brand image, ever mindful of delivering a very high level of performance to its products. As the inventor of surgras agents, the brand still incorporates this recognised ingredient in all its products to restore the hydrolipidic film, the skin s natural protective layer. A leader on the French market that is already sold in several countries, Rogé Cavaillès continues to grow internationally with the goal of becoming a go-to brand throughout the world. 3
The Bolton Group is an international company with strong growth. It manufactures and markets an extensive range of high-quality consumer goods in more than 125 countries around the world. The group has an impressive brand portfolio that includes over fifty product lines distributed across the foodstuffs, household cleaners, glue and adhesives, personal hygiene and beauty markets. Bolton has a true entrepreneurial spirit that allows it to seize opportunities as they arise. We aim to be the best by offering a portfolio of premium brands that are leaders in their segments backed by high-impact communication strategies. Our ultimate goal is profitable growth. This allows the Bolton Group to maintain its organic growth, make new acquisitions and build its international network. THE BOLTON GROUP BRAND PORTFOLIO FOODS HOUSEHOLD CLEANERS PERSONAL HYGIENE BEAUTY GLUES AND ADHESIVES BREAKDOWN OF BOLTON GROUP TURNOVER Personal hygiene 18% SALES BY PRODUCT CATEGORY Food 45% Glues and adhesives 13% Beauty 6% Household cleaners 18% France 16% SALES BY GEOGRAPHIC AREA Italy 49% Spain 5% Germany 5% Benelux 6% Greece 5% Rest of Europe 8% Rest of world 6% 4 Rogé Cavaillès leverages Bolton s know-how Rogé Cavaillès and its production plant are among the first cosmetics companies to receive ISO 22716 certification.
KEY DATES Rogé Cavaillès: the historic hygiene and body care brand for sensitive skin in French pharmacies. 1855 Mr Prosper Cavaillès buys a pharmacy from Mr Rogé and renames it Pharmacie Rogé Cavaillès. Located on Boulevard Haussmann in Paris, the pharmacy is specialized in developing dermatological preparations for sensitive skin. 1924 Creation of Extra-Mild Surgras Soap and birth of the Rogé Cavaillès brand. 2014 Rogé Cavaillès markets its products in 25 countries. 1984 2009 Rogé Cavaillès opens an Export Department and implements a true international growth policy. Procter and Gamble acquires Rogé Cavaillès. The product range is expanded and the brand's first advertising campaigns are launched. 1998 The Bolton Group acquires Rogé Cavaillès. It turns its attention to growing the brand in France by introducing new product ranges: intimate hygiene and deodorants. Its turnover triples between 1998 and 2010. 5
STRATEGY AND VALUES For more than ninety years, Rogé Cavaillès has wilfully focused its investments on a limited number of markets (products and territories). In each of them, the strategy is to offer product excellence to become a strong, profitable and leading brand. New markets are opened when Rogé Cavaillès has reached this position of strength in the markets where it has already developed. QUALITY EFFECTIVENESS RELIABILITY TRUST Our philosophy Build a strong and reliable brand. Listen to consumers. Offer innovative, high-quality products. Deliver quality and value in all of our actions. Our quality charter Market personal care products that are: Hypoallergenic. Enriched with surgras agents. Clinically tested under dermatological supervision to ensure effectiveness and tolerance. Subject to very stringent control standards (bacteriological and quality) during manufacturing. Certifications: ISO 22716, ISO14001 and ISO 9001. 6
ROGÉ CAVAILLÈS RESULTS STRONG POSITIONS IN ALL OF OUR MARKETS SOLID SOAPS LEADER 29% market share (1) LIQUID CLEANSERS LEADER 18% market share (1) INTIMATE HYGIENE No. 3 in the market 14% market share (1) DEODORANTS No. 3 in the market 15% market share (1) KEY FIGURES 2013 turnover: 41.5 million Rogé Cavaillès is the 10th biggest (2) French brand in dermo-cosmetics OUTSTANDING VISIBILITY AT POINTS OF SALE Distribution value 100% (1) Brand awareness 90% (2) 4,4 million female consumers in 2013 (1) 12 million units sold per year (1) Source: Paratrend/Celtipharm - Pharmacy/Parapharmacy sub-category - CAM June 2014 (2) Source: Ipsos Summary of Brand Awareness and Image - March 2014 7
OUR PRODUCTS Rogé Cavaillès offers a wide range of products divided into five categories: solid soaps, liquid cleansers, intimate hygiene, deodorants and moisturizing care. Solid soaps A range of surgras soaps specially developed to protect the intigrity of sensitive skin. The historic product from Rogé Cavaillès. Satisfaction rate: 97% (2). Liquid cleansers Rogé Cavaillès liquid cleansers are enriched with surgras agents and designed to provide the whole family with sensitive skin care. 4 product lines to meet 100% of consumers needs (bath and shower gels, shower gels, cleansing creams and shower oil). Satisfaction rate: 98% (2). 8 (1) Source: Paratrend/Celtipharm - Pharmacy/Parapharmacy sub-category - CAM June 2014. (2) Source: Ipsos Summary of Brand Awareness and Image - March 2014. (3) Source: Corneometric study of Repairing body balm no. 179. 11/1-20 volunteers.
Intimate hygiene The Rogé Cavaillès intimate range is a line of intimate hygiene products for daily use with an extra-gentle cleansing base that meets the needs of all women with the highest degree of tolerance. Inventor and leader of the intimate dryness segment (1). The number 2 brand in wipes (1). The range is backed by TV spots and recommendations by medical professionals. Deodorants Because sensitive skin deserves an effective deodorant against perspiration, Rogé Cavaillès developed a full range of alcohol-free deo-care products that are effective and deliver gentle care. A comprehensive range in 5 segments (intense perspiration, aluminium salts-free, 48-hour effectiveness, anti-marks and men). Leader in spray deodorants (1). The range is backed by TV spots. Moisturizing care When skin is dry, it needs more than hydration: it also needs to be nourished. Nutrissance body moisturizing care products are enriched with vitamin-packed surgras agents, which are exclusive to Cavaillès research. Your skin is more nourished and thus more moisturized. The first range that nourishes the skin for better hydration. 97% natural ingredients. Intense hydration: skin is +90% more moisturized after seven days of use (3). 9
ROGÉ CAVAILLÈS AROUND THE WORLD Rogé Cavaillès has successfully expanded to many countries abroad. Its selective strategy and the quality of its products have enabled it to attain strong positions in all its markets. SHARPLY RISING EXPORT TURNOVER ROGÉ CAVAILLÈS EXPORT TURNOVER x11 3.3M 0.3M INTERNATIONAL PRESENCE BREAKDOWN OF 2013 EXPORT TO (4) Deodorants 16% Intimate hygiene 13% Other 3% Liquid cleansers 15% Soaps 38% Moisturizers 15% KEYS TO INTERNATIONAL SUCCESS Recruit high-quality partner distributors who share our values and principles. Develop brand awareness: media support through TV and press. Improve visibility. Generate recommendations. 10 (4) Source: COGNOS PowerPlay - 2013 Export TO
OUR VISION ROGÉ CAVAILLÈS LEVERAGES THREE STRATEGIES TO CONTINUE GROWING 1 Generate internal growth by strengthening its positions in its historic markets. 2 Innovate by launching new products that will meet changes in consumer needs. 3 Achieve growth by launching Rogé Cavaillès in new markets and territories and make it a international major brand. 11
Rogé Cavaillès S.A.S. Immeuble Le Doublon - Bât. A 11, Avenue Dubonnet 92407 Courbevoie Cedex France T. +33-1-46 67 59 60 F. + 33-1-46 67 59 03 Contact the Export Department: Alban STEIGER T. +33-1-46 67 59 87 E-mail : asteiger@rogecavailles.fr www.rogecavailles.com