Niche Brand inCompeting as a

PERSONALCARE MARKET

the

BRANd PROduCT SPACE

What We do

M E N ’ S P E R S O N A L C A R E H O L I D A Y 2 0 0 8

www.zirh.com 800 295 8877

ZIRH950 Third Ave, 3rd FlNew York, NY 10022

TO:

COMPLIMENTSOF ZIRHGet a free IKON COMPUTER BAG or CORDUROY WEEKENDER BAG with all purchases and web orders. Enter coupon code CATIKC for IKON or CATCDW for CORDUROY with our customer service agent at (800) 295-8877 or online at www.zirh.com upon checkout.Offer expires December 31, 2008.

MORE OFFERS AT ZIRHFree shipping with all $100+ orders (US only) Free skincare and fragrance samples with all orders Included a year of Details magazine with all $60+ orders

13

HE SAID…SHE SAID… Our Top 10 straight from their mouths.

CLEAN Ian – Arizona, USA: Fantastic products with remarkable results! What more could you ask for? CLEAN is the most amazing product available of all skin cleansers. The results I’ve achieved using CLEAN are remarkable. It clears up troubled skin and has made my complexion spotless. I’ve recommended it to my friends and my dermatologist!

8.4 fl oz/250ml - $17

SCRUBGreg – Texas, USA: The scent of the Scrub is absolutely incredible. I can feel it working in the pores. I usually use that in the shower along with CLEAN. I have a cleaner face, a cleaner neck and have noticed that the tiny little bumps on my face have gone away.

3.4 fl oz/100ml - $17

SHAvE GEL Barbara – Arizona, USA: My husband has a very heavy, tough beard. He has for all his life and because of that, he couldn’t get the close shave he wanted. It was my son who had the same problem that turned him onto the SHAVE GEL. Now he won’t even consider shaving unless he has SHAVE GEL with him! It has been a life saver to my family.

8.4 fl oz/250ml - $20

CORRECTBrett – California, USA: ZIRH is, without a doubt, the best line of skin products I have ever used, and I’ve used them all. My skin has never looked or felt better and I have never used a line of products that I could use everyday without some kind of clogging of my pores. ZIRH is the first moisturizer I can use daily and not get any clogging. I’m 36 and get a great deal of sun and constantly get told I look 26, because my skin looks so amazing. I use CLEAN, CORRECT, RESTORE, PROTECT, SCRUB AND SOOTHE. I love your products! Keep up the revolutionary work!

1.7 fl oz/50ml - $28

7 www.zirh.com 800 295 8877

HEAD STARTTO FINISHFORTIFyAn all-in-one mop pleaser. This dual action Conditioning Shampoo is formulated with non-stripping cleansers and bodybuilding nutrients to beef-up thinning hair and cut down shower time for the guy that can’t be bothered to rinse more than once.8.4 fl oz/250ml - $16.50

HOLDNo more brush off. This flake-free Sculpting Hair Gel gives shine and stimulates hair growth while keeping every single strand in place all day. 3.4 fl oz/100ml - $14.50

Our bestselling man-tamers to help get you out of any hairy situation.

20www.zirh.com 800 295 8877

SHAvE CREAMBernie – Pennsylvania, USA: I’ve been using the SHAVE CREAM since the day it came out. I literally fell in love with the product—it’s fabulous. I’ve turned both of my grandsons onto the SHAVE CREAM and tell other people about it because it gives me one of the greatest shaves I’ve ever had.

3.4 fl oz/100ml - $14

PROTECTJoe – Texas, USA: I’ve been a ZIRH user for approximately 10 years. What I’ve always like about ZIRH is that each product has a specific use and really works for you. One of my favorite products is PROTECT – it’s great if you have oily skin. It’s a great product and I’m really satisfied. I’d use it for another 10 years.

3.4 fl oz/100ml - $28

PREPAREJerry – Illinois, USA: My wife recommended I try PREPARE for my razor burn and ingrown hair issues. After using it, I had a real close shave, no razor burn and my ingrown hairs went away without over drying my skin.

1 fl oz/30ml - $16

REJUvENATE Shawn – Pittsburgh, USA: I would never use any other products because I feel so rejuvenated; actually I use REJUVENATE. It feels so fresh in the morning, and I also put it on before bed. You feel so much better about yourself during the day when you use ZIRH products!”

1.7 fl oz/50ml - $43

DEFENDChristopher – Oregon, USA: I love DEFEND, it’s the only moisturizer/sun block combo I have ever liked using. It does wonders for my skin and helps make my morning routine quick and easy.

3.4 fl oz/100ml - $29

BODy BARTomach – NYC, USA: My most treasured possession is the BODY BAR from ZIRH. I like the fragranced one. It’s so good my wife uses it when she shaves in the shower so I have to hide it!

5.3 oz/ 150g - $15

8www.zirh.com 800 295 8877

BODyDOUBLEGuys will be guys, especially when sudsing up. ZIRH 2 x 4 Body Bars come man-sized with dual action to ensure more than a clean slate.

BODy BAR (blue)Not only a dirt and oil lifter, this exfoliating bar combats body acne with a trio of natural acids.5.3 oz/150g - $15

vITAMIN BODy BAR (yellow) Glycerin-based and vitamin rich with Oat Protein, Orange and Cucumber Extract. Leaves skin moisturized without the itch of harsh soap.5.3 oz/150g - $15

19 www.zirh.com 800 295 8877

PM RESCUE Wake-up wrinkles. A hard-working Night Time Renewing Serum that repairs while you snooze. Bio-Active Elements oxygenate, Next Generation Peptides mimic a Botox-like effect and Caffeine accelerates circulation to reduce puffiness. Layer under your favorite ZIRH moisturizer for a super-charged treatment. For all skin types.

1.7 fl oz/50ml - $125

ACCLI-MATTEProtect oil-free. This Mattifying Moisturizer normalizes over-active skin types. Mushroom Extract reduces pore size and mops up excess oil, Silica regulates sebum production, while rare Specialty Watermelon Extract protects against the breakdown of DNA, locking in oil-free moisture. For normal to oily skin.

1.7 fl oz/50ml - $95

R2 R-EVOLUTIONReduce irritation. A Resurface and Remedy Post Shave Healing Balm like no other. Linum Alpinum Extract naturally calms inflammation, Bio-Active Elements oxygenate, Natural Moisturizing Factor restores hydration, while rare Specialty Watermelon Extract protects. For all skin types.

1.7 fl oz/50ml - $65

REVIVEEnergize eyes. An Under Eye Complex gel to rid signs of sleepless nights and heavy baggage. Eye Peptides and Caffeine Extract help reduce puffiness, Matrikine Complex targets dark circles, while Natural Moisturizing Factor restores moisture and elasticity. For all skin types.

.5 fl oz/15ml - $75

TOTAL RE-CHARGEEven-out skin tones. A lightweight Retexturizing Facial Lotion uses skin-firming technology to smooth out fines lines and wrinkles. Micro-algae Bioactive Elements boost collagen production while Natural Moisturizing Factor and Watermelon Extract drastically improve hydration. Layer under any ZIRH moisturizer daily. For all skin types.

1.7 fl oz/50ml - $125

DRENCHEDSoak in continuous moisture. This Ultra Hydrating Moisturizer is brimming with technology. Moisture-release science allows for all day nutrition as needed. Chronobiological Cell Energizer firms and tones, while rare Specialty Watermelon Extract and Marine-derived Oligosaccharide provide maximum hydration. For normal to dry skin.

1.7 fl oz/50ml - $125

12www.zirh.com 800 295 8877

THE ORIGINAL

ZIRH EDT4.2 fl oz/125ml - $57.502.5 fl oz/075ml - $42.50

Our signature fragrance Eau de Toilette Spray reflects ZIRH’s clean, fresh and masculine appeal. Bitter lime and green mandarin form a fresh cut grass accord, while the cool spicy heart blends Siamese ginger and white cardamom, rounded out by a subtle earthy base of cedar wood and oak moss.

15 www.zirh.com 800 295 8877

REPAIRTarget deep lines. This physician grade Deep Wrinkle Concentrate acts as a dermal filler for creases around eyes, forehead, lips and the sensitive areas between lips and nose. Peptide Technology, Specialty Watermelon Extract and Algae Extract come together for fast-acting results. Gel-serum consistency layers well under any ZIRH moisturizer. For all skin types.

1 fl oz/30ml - $145

AGE DEFENSEGet it all-in-one. This Environmental Response Cream is fully loaded. Melanin Inhibitors address age spots, Multi-Vitamin Liposome Complex provides antioxidant protection and Natural Moisturizing Factor smoothes out wrinkles with long-lasting moisture retention, while a botanical brew takes care of the rest. For all skin types.

1.7 fl oz/50ml - $125

GONE PLATINUM Platinum best defines this new line of serious skincare. Cosmeceutical technology, active botanical blends and superior textures come together to deliver heavyweight results for the discerning man who is determined to fight early signs of aging.

11 www.zirh.com 800 295 8877

BODy BAR FRAGRANCEDA scented ALPHA HYDROXY BODY BAR leaving skin lightly scented and totally clear.5.3 oz/150g - $15

DEODORANTThis Alcohol-Free Fragrance Deodorant rolls on clear and keeps you secure all day. No need to worry about your deodorant fighting with your favorite fragrance.2.5 oz/75g - $16

16www.zirh.com 800 295 8877

WAy OF THE WARRIORSBig foam. Bold scents. Beefy sizes. The Warrior Collection is designed to bring out the alpha male in every guy. Our concentrated formulas are infused with fragrances and botanicals sourced globally with respect to the ancient lands that our noteworthy warriors once ruled.

ULySSES This cunning warrior was the king of the island of Ithaca. His namesake body wash is light and exotic.Coconut Water. Pear. Sea Salt.

12 fl oz/350ml - $22.50

ALExANDERTHE GREATThis undefeated warrior was king of Macedonia and the first to be referred to as “The Great.” His namesake body wash is warm and woody. Sandalwood. Oakmoss. Vetiver.

12 fl oz/350ml - $22.50

CyRUSThis innovative warrior was the founder of the Persian Empire under the Achaemenid Dynasty. His namesake body wash is sensual and smooth. Red Grapefruit. Fig Leaves. Warm Suede.

12 fl oz/350ml - $22.50

CHARLEMAGNEThis reformist warrior was King of the Franks and Emperor of the Holy Roman Empire. His namesake body wash is cooling. Lavender. Black Pepper. Oakmoss.

12 fl oz/350ml - $22.50

JULIUS CAESAR (featured)This noble warrior was a Roman military and political leader. His namesake body wash is sharp and refreshing. Sicilian Bergamot. Passion Fruit. Amber.

12 fl oz/350ml - $22.50

10www.zirh.com 800 295 8877

CORDUROyEDT A fresh and woody Eau de Toilette Spray with bright top notes of bitter grapefruit and aqua accord, combined with rich spices and brushed suede, wrapped in long-lasting warm woods. A timeless choice that embodies quiet confidence, strength and simplicity. 4.2 fl oz/125ml - $582.5 fl oz/075ml - $45

17 www.zirh.com 800 295 8877

HAIR & BODy WASHA dual-purpose alcohol-free wash formulated to remove dirt up top and down below leaving you lightly scented all over.6.7 fl oz/200ml - $24

AFTERSHAvE ROLL-ONA new way to soothe and moisturize after shaving. It’s easy, simply roll-on!3.4 fl oz/100ml - $30

DEODORANT STICKAlcohol-free protection with staying power to mask odors all day.2.5 oz/75g - $16

18www.zirh.com 800 295 8877

BLOCK PARTyNot your average bar crawl. If you’re on a bender of top shelf mixers, our Cocktail Bar Collection will keep you satisfied in and out of the shower. Each bar is blended with healthy botanicals to restore moisture and soothe skin after sudsing all over.

HURRICANEA tropical scented blend with soothing Passion Fruit, Vitamin C and a splash of Lime to cool you off.

5.3 oz/150g - $15

SCREWDRIvERAn invigorating citrus triple threat with Blood Orange Extract, Vitamin C and a garnish of exfoliating Orange Peel Powder to smooth out the rough stuff.

5.3 oz/150g - $15

CUCUMBERMARTINIA mouthwatering twist on the classic. Nobody is going to question your manhood with this Cucumber and Lime icebreaker.

5.3 oz/150g - $15

SAKEBOMBAn energizing explosion of Rice Bran and Hops. But no need to slam your fists on the shower door. This one comes mixed. When I say SAKE, you say BOMB!

5.3 oz/150g - $15

LONG ISLANDICE TEAA refreshing citrus-cola scented cocktail loaded with just about everything you can think of without the 48-hour hangover. Contains Lemon, Orange and Caffeine to name a few.

5.3 oz/150g - $15

9 www.zirh.com 800 295 8877

SHAvE CREAMBernie – Pennsylvania, USA: I’ve been using the SHAVE CREAM since the day it came out. I literally fell in love with the product—it’s fabulous. I’ve turned both of my grandsons onto the SHAVE CREAM and tell other people about it because it gives me one of the greatest shaves I’ve ever had.

3.4 fl oz/100ml - $14

PROTECTJoe – Texas, USA: I’ve been a ZIRH user for approximately 10 years. What I’ve always like about ZIRH is that each product has a specific use and really works for you. One of my favorite products is PROTECT – it’s great if you have oily skin. It’s a great product and I’m really satisfied. I’d use it for another 10 years.

3.4 fl oz/100ml - $28

PREPAREJerry – Illinois, USA: My wife recommended I try PREPARE for my razor burn and ingrown hair issues. After using it, I had a real close shave, no razor burn and my ingrown hairs went away without over drying my skin.

1 fl oz/30ml - $16

REJUvENATE Shawn – Pittsburgh, USA: I would never use any other products because I feel so rejuvenated; actually I use REJUVENATE. It feels so fresh in the morning, and I also put it on before bed. You feel so much better about yourself during the day when you use ZIRH products!”

1.7 fl oz/50ml - $43

DEFENDChristopher – Oregon, USA: I love DEFEND, it’s the only moisturizer/sun block combo I have ever liked using. It does wonders for my skin and helps make my morning routine quick and easy.

3.4 fl oz/100ml - $29

BODy BARTomach – NYC, USA: My most treasured possession is the BODY BAR from ZIRH. I like the fragranced one. It’s so good my wife uses it when she shaves in the shower so I have to hide it!

5.3 oz/ 150g - $15

8www.zirh.com 800 295 8877

BODyDOUBLEGuys will be guys, especially when sudsing up. ZIRH 2 x 4 Body Bars come man-sized with dual action to ensure more than a clean slate.

BODy BAR (blue)Not only a dirt and oil lifter, this exfoliating bar combats body acne with a trio of natural acids.5.3 oz/150g - $15

vITAMIN BODy BAR (yellow) Glycerin-based and vitamin rich with Oat Protein, Orange and Cucumber Extract. Leaves skin moisturized without the itch of harsh soap.5.3 oz/150g - $15

19 www.zirh.com 800 295 887713

HE SAID…SHE SAID… Our Top 10 straight from their mouths.

CLEAN Ian – Arizona, USA: Fantastic products with remarkable results! What more could you ask for? CLEAN is the most amazing product available of all skin cleansers. The results I’ve achieved using CLEAN are remarkable. It clears up troubled skin and has made my complexion spotless. I’ve recommended it to my friends and my dermatologist!

8.4 fl oz/250ml - $17

SCRUBGreg – Texas, USA: The scent of the Scrub is absolutely incredible. I can feel it working in the pores. I usually use that in the shower along with CLEAN. I have a cleaner face, a cleaner neck and have noticed that the tiny little bumps on my face have gone away.

3.4 fl oz/100ml - $17

SHAvE GEL Barbara – Arizona, USA: My husband has a very heavy, tough beard. He has for all his life and because of that, he couldn’t get the close shave he wanted. It was my son who had the same problem that turned him onto the SHAVE GEL. Now he won’t even consider shaving unless he has SHAVE GEL with him! It has been a life saver to my family.

8.4 fl oz/250ml - $20

CORRECTBrett – California, USA: ZIRH is, without a doubt, the best line of skin products I have ever used, and I’ve used them all. My skin has never looked or felt better and I have never used a line of products that I could use everyday without some kind of clogging of my pores. ZIRH is the first moisturizer I can use daily and not get any clogging. I’m 36 and get a great deal of sun and constantly get told I look 26, because my skin looks so amazing. I use CLEAN, CORRECT, RESTORE, PROTECT, SCRUB AND SOOTHE. I love your products! Keep up the revolutionary work!

1.7 fl oz/50ml - $28

7 www.zirh.com 800 295 8877

HEAD STARTTO FINISHFORTIFyAn all-in-one mop pleaser. This dual action Conditioning Shampoo is formulated with non-stripping cleansers and bodybuilding nutrients to beef-up thinning hair and cut down shower time for the guy that can’t be bothered to rinse more than once.8.4 fl oz/250ml - $16.50

HOLDNo more brush off. This flake-free Sculpting Hair Gel gives shine and stimulates hair growth while keeping every single strand in place all day. 3.4 fl oz/100ml - $14.50

Our bestselling man-tamers to help get you out of any hairy situation.

20www.zirh.com 800 295 8877

CLIENT ZIRH . CATALOG 2008 ROLE STRATEGY . CREATIVE DIRECTION . DESIGN . COPYWRITING . PROJECT MANAGEMENT

CapturingConsumer Mindshare

“ “How does a brand get the consumer’s attention long enough to linger, engage, discover and buy?

Things We KnowNo eNd iN sight to product proliferatioN aNd retail outlets

coNsumer behavior shifts faster today thaN ever before

techNology has become a key iNflueNcer iN coNsumer decisioN makiNg

distribution channels are no longer defined Category driven by fashion and trends requires speed to market and constant innovationConsumer has never had more choices or power to define brands

In-store the average consumer scans 12ft of shelf space per secondOnline the consumer has approximately a 3-9 second attention span78% of consumers trust peer recommendations and only 14% trust advertisements

It took two years for Apple to sell two million iPhonesIt took two months for them to sell two million iPadsIt took one month to sell one million iPhone 4’s

?How does aNiche BrandCOMPETE

“ “For all you harried entrepreneurs out there, Bo Burlingham has a reassuring message: relaX. bigger isN’t Necessarily better.

- Rosabeth Moss Kanter, Harvard Business School

Create an uncontested market space

Compete in existing market space

The Strategydetermining Your Place In The Market

or

Make the competition irrelevant

Beat the competition

or

Create and capture new demand

Exploit existing demand

or

Establish Your differentiators

A MOVEMENT

TRENd

dISTRuPTIVE

INNOVATION

LANGuAGE

PACKAGING

PERSONALITY

INGREdIENT

TECHNOLOGY

!Know that being EVERYTHINGto everyone isNOT AN OPTION

The BrandBuild A Solid Foundation

A logo is not a brand - dig deeperEstablish core valuesdevelop unique dNAunderstand the consumer connectionBe able to articulate intangible assets

Brand Key

COMPETITIVE ENVIRONMENT

TARGET

INSIGHT

BENEFITS

VALuES & PERSONALITY

REASONS TO BELIEVE

dESCRIPTOR

ESSENCE

Q:A:

How do great brands win the

and cut through the noise? MOMENT OF TRuTH

VISuAL LANGuAGE

INFORMATION HIERARCHY&

The Visual Language: Color

BRANd EQuITY VERSIONING OR SEGMENTATION FLAVOR/FRAGRANCE IdENTIFICATION

The Visual Language: Shape

ICONOGRAPHY VISuAL ARCHITECTuRE PACKAGING STRuCTuRE

The Visual Language: Numbers

PROduCT dIFFERENTIATION STEP-PROGRAM

The Visual Language: Words

Packaging Hierarchy

CLIENT SUKI

BEFORE AFTER

TAG LINE

LOGO

PROduCT NAME

INGREdIENTS

CuSTOM YELLOW

SECONdARY TAG LINE

Get your story

Own your decisions. Execute against them. Stay focused.

STRAIGHT &STICK WITH IT

purpose-built242 West 30th Street Suite 305New York, NY 10001tel 212.465.8800 fax 212.465.8804www.purpose-builtnyc.com

kelly kovackkelly@purpose-builtnyc.com

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