treat your clothes right clean, maintain, and restore with novozymes

TREAT YOUR CLOTHES RIGHT CLEAN, MAINTAIN, AND RESTORE WITH NOVOZYMES

NOVOZYMES PRESENTATION19/04/232

AGENDA•How to treat clothes right?•Market and consumer insight •Proof of concept•Get new brand claims•CottonSpa – a new product concept•Conclusion

Novozymes’ solution give clothes longevity


What do consumers want from their detergent?


"One in three working

women recognize that

they ruined some of

their clothes in the

wash over the last

year.”

Source: The Wall Street Journal

They want a detergent that does

more than clean – it also cares

They are cost conscious and want

their clothes to last longer

They want something that’s good for them, their clothes, and the

environment

Modern living demands new lifestyle and aesthetic claims

NOVOZYMES PRESENTATION7

Laundry enzymes have conventionally been used to improve performance, meaning cleaning and stain removal with increasing effectiveness on stain types such as grass, blood, or sweat.

As markets have matured and competition intensified, brands have looked at adding more aesthetic or lifestyle-orientated values to their solutions.

Source: Euromonitor 2010

The trends challenging whiteness globally

NOVOZYMES PRESENTATION 19/04/23

8

• Popularity of liquid detergents vs. powder is escalating the whiteness challenge as liquid detergents do not contain bleach

• Traffic and air pollution is increasing worldwide, leading to more dirt on clothes

• Less water is used for washing, leading to relatively higher soil load

• Lower washing temperatures make it hard to offer desired whiteness

Number of product launches with whiteness claims are rising

Source: Mintel gnpd, 2011

2008 2009 2010 201120062005 2007

Color care is one of the most popular claims for fabric care products

NOVOZYMES PRESENTATION9 04/19/23

Fabric care products launched globally in 2010

Source: Mintel gnpd, 2011

Whiteness, brightness, and color care claims are gaining popularity


1 Ariel ActiliftEurope 2 Persil Color-Gel

Europe 3 Cheer BrightCLEANUS

Actilift formula helps smoothen fibers so that

dirt can be removed easily

Protects colors, even when repeatedly washed, with

long-term color protection for bright and lucid colors

Fights dinginess, leaving whites and colors clean and bright in just one

wash

http://www.gnpd.com/sinatra/gnpd/images/zoom&id=1465514&pic_num=0&origWidth=844&origHeight=495&xOff=0&yOff=0&destWidth=472.5&destHeight=742.5&rotation=0

http://www.gnpd.com/sinatra/gnpd/images/zoom&id=1484274&pic_num=0&origWidth=844&origHeight=495&xOff=0&yOff=0&destWidth=475.5&destHeight=742.5&rotation=0

http://www.gnpd.com/sinatra/gnpd/images/newzoom&id=1033871&pic_num=0&destWidth=400&destHeight=400&origWidth=400&origHeight=400

Three products that care while they clean gain market share


1 Ariel ActiliftEurope 2 Woolite Dry

Cleaner’s SecretUS 3 Tide Total Care

US

In the first six months of the launch of Ariel with Actilift in

Europe, P&G saw an increase in market share by 2% points to

almost 28%

Sales of Woolite Dry Cleaners Secret went up by 693% for the 52-weeks ended 1 November

2009

In 2009, Tide Total Care sales surged by 350% despite the

recession

Source: Happi Magazine, July 2010 Source: Happi Magazine, January 2010 Source: IRI data

Using fabric care enzymes to gain market share


Kao’s Attack, was one of the first brands to base claims on cellulase technology.

It introduced cellulases in Japan in the late 1980s. Cellulases provided solutions for oily stains and fabric care for cottons.

The brand claim built on convenience helped establish Attack as market leader despite a price premium of almost 50% and transitioned the category from functional (cleaning) to aesthetic (fabric care) and lifestyle (convenience).

CaseStory

Kao AttackJapan

Cotton is king!


* Food and Agriculture Organization of the United Nations and International Cotton Advisory Committee

• Cotton is one of the most popular fibers used for apparel

• Over 40% of apparel around the world is made with cotton fiber*, meaning most laundry loads can contain at least 40% cotton

• Novozymes’ whiteness and color and fabric care solutions are cellulases

• Cellulases act on cellulose (cotton fibers) and are essential in order to deliver fabric care to a large percentage of our clothes in the washing machine

Our solutions clean and care


1 Primary detergency 2 Secondary

detergency

• Celluclean and Celluclean Classic enhance cleaning by preventing soil redeposition

• Celluclean offers whiteness and brightness by smoothening fibers

• Carezyme removes fuzz and pills to offer color clarity

• Carezyme rejuvenates dull and tired looking clothes

++

A detergent that cleans, improves whiteness, cares for color, and rejuvenatesA detergent that cleans, improves whiteness, cares for color, and rejuvenates

==

Celluclean significantly improves whiteness in an EU powder detergent


Celluclean shows great whiteness results even at a formulation dosage of 0.1%.

Celluclean significantly improves whiteness in an EU liquid detergent


Celluclean improves whiteness


Wash conditions: 40°C, 15°dH, Miele washing machine, 75 ml standard EU liquid detergent/wash; 7 g liquid carbon black/wash, +/- 0.1 wt% Celluclean® 5000 L

Celluclean maintains color


Wash conditions: 40°C, 15°dH, Miele washing machine, 75 ml standard EU liquid detergent/wash; 7 g liquid carbon black/wash, +/- 0.1 wt% Celluclean® 5000 L

Carezyme removes fuzz and pills


Wash conditions: 40°C 15°dH, Miele washing machine, 75 ml standard EU liquid detergent/wash; 20 wash cycles; +/- 0.2 wt% Carezyme® 4500 L

Detergent

Detergent + Carezyme

Carezyme Premium enhances color clarity


Wash conditions: 40°C, 15°dH, Miele washing machine, 79 g standard EU powder detergent/wash; 20 wash cycles; pre-aged textile and EMPA 253; +/- 0.2 wt% Carezyme® Premium 5000 T

Cellulases offer many benefits to consumers



Examples of new product concepts with cellulases

Marketing services


We can work with you to put together new and interesting claims and campaigns based on our whiteness and color and fabric care solutions in your formulations.

Introducing: CottonSpa


The challenge

“My favorite shirt has been with me for a long time, but after being washed and worn many times, it acquired a layer of fuzz and pills that made it look tired and damaged. Now it lives at the back of my closet and only comes out on rare, indoor occasions.”

The challenge

“My favorite shirt has been with me for a long time, but after being washed and worn many times, it acquired a layer of fuzz and pills that made it look tired and damaged. Now it lives at the back of my closet and only comes out on rare, indoor occasions.”

CottonSpa rejuvenates your clothes


The solution

A pioneering innovation fromNovozymes gives cotton favorites a fresh start. A one-cycle treatment with CottonSpa removes fuzz and pills from clothes, makingthem look fresh and new after just one wash.

The solution

A pioneering innovation fromNovozymes gives cotton favorites a fresh start. A one-cycle treatment with CottonSpa removes fuzz and pills from clothes, makingthem look fresh and new after just one wash.

Add the CottonSpa concept to your portfolio


A good detergent that contains cellulases can help maintain the new look of cotton clothes.But what about clothes that are alreadydamaged and tired looking?Cotton clothes you may have given upon can be restored with Novozymes’ latest innovation – CottonSpa.

Introduce a new way of laundering to your product range with CottonSpa, and make fuzz and pills a thing of the past. Clothes look bright and fresh again in just one treatment.

A good detergent that contains cellulases can help maintain the new look of cotton clothes.But what about clothes that are alreadydamaged and tired looking?Cotton clothes you may have given upon can be restored with Novozymes’ latest innovation – CottonSpa.

Introduce a new way of laundering to your product range with CottonSpa, and make fuzz and pills a thing of the past. Clothes look bright and fresh again in just one treatment.

Summing it up


• Consumers want their detergents to do more than clean – they want them to care for and keep their clothes looking like new

• Whiteness and color care detergents are popular

• Fabric care products are seeing a boost in market share – even during a recession

• Consumers are gravitating towards new and unique claims

• Novozymes offers whiteness and color and fabric care solutions that improve performance and allow you to make new claims

THANK YOU![Your contact info]

treat your clothes right clean, maintain, and restore with novozymes

Documents

novozymes slide

basic slide

environment slide

novozymes solution

whiteness claims

extra novozymes graphics

new brand claims cottonspa

clothes right clean