©All rights reserved. Pigeon Corporation Product Guide 2006 For Sales CONFIDENTIAL

©All rights reserved. Pigeon Corporation

Product Guide 2006

For Sales

CONFIDENTIAL


Baby Wipes Moisturizing Cloths

This Pigeon MOISTURIZING CLOTHS is the complete edge among all the other Baby Wipes!Not just it’s moisturizing barrier that is made between baby’s bottom and diaper to keep baby’s skin the way it should be, but the embossed cloth is soft enough and easy enough for removing from sensitive skin.Moisturizing Cloths will be mother and baby’s solution to the bottom related problem; dry skin, diaper rash, and sensitive skin which can not bare normal baby wipes.Moisturizing Cloths will be mother and baby ‘s solution to the bottom, all through diaper changing time!

New born baby has very soft and sensitive skin!

New born baby is born to have moisturized skin!

New born baby needs frequent diaper change!

That’s why you need Moisturizing Cloths!That’s why you need Moisturizing Cloths!


Tendency of Baby Wipes Market and need of new wipeCurrently, baby wipes for normal skin have become less competitive in the baby wipes market. Therefore, we need to launch new type of baby wipes that can successfully solve mother’s potential needs; which is wipes for sensitive skin, Moisturizing Cloths. This added valued wipes may strengthen brand image of Pigeon as well as establish our presence in the market.

●Price competition being severe for standard type wipes

●Need of added value on wipes;Moisturizing cloths●Product edge with preparing range on wipe; standard type for normal skin and moisturizing cloths for sensitive skin


Target Customers

Mothers who are concerned about

baby’s skin trouble

All mothers

Mothers who have 1st baby; especially newborn baby, she is more concerned about baby’s skin trouble.Especially mothers who have baby under 12 months are more concerned about her baby; 1 out of 6 mothers think her child’s skin is sensitive or easy to get diaper rash.

60%

40%

SensitiveOthers

Mothers concern under 12months


Product Concept

Flip topAlways keep wipes moistureEasy to open

Lattice ClothEasy to wipe and remove on the skinSoft touch on baby’s delicate skin

Special formulaMoisture skin with special formulaMake moisture veil on skin

PackageFocused on image of clean, moistures baby’s skin healthy baby skinEasy to open

A moisturizing barrier protects baby’s delicate skin from diaper irritation.


So gentle on skin!So quick!

No strong power needed!

So easy to remove!So smooth to catch what is

on the skin!

So moisture!Maintain moistures!

Veil between skin and diaper!

Lattice weave+

Moisturizing formula

Lattice weave Moisturizing formula

Special emulsion gentle on baby’s

bottom, even through frequent changes

Unique lattice weave absorbs moisturizing formula for soft, easy-

to-use wipes

High moisture level prevents delicate skin

from drying out


Minimum stimulation on skin

With appropriate thickness and unique lattice weave fabric absorbing emulsion formula, it is more easy to wipe even for poop. More than 77% mothers answered Pigeon is easy to wipe after poop (reference 1).

Easiness to wipe(after poo)

27%

27%

37%

9%

can wipe withoutrubbingthick enough

unique cloth

others

Complete lattice weave makes the difference!

Lattice Weave

Less stimulation on baby’s kin with bumpy (lattice) surface: area that touches baby’s skin is less than plain surface

VS

Plain surface

No need of rubbing to remove what’s on the bottom: Appropriate thickness for removal and lattice weave catches them quickly as mom stroke the wipes on baby’s bottom.

Emulsion formula gently removes what’s on the baby’s bottom: plenty of moisturizing formula is absorbed in the cloth, and gently removes one without need of rubbing.


Moisturizing Vail on the skin

Emulsion formula is the solution to newborn sensitive skin!

Emulsion Formula

How moisturered?

58.3

70.6

25.0

29.4

8.3 8.3

0% 20% 40% 60% 80% 100%

A (n=12)

Pigeon (n=12)

moisturized skin not sticky but dry skin smooth skin others

Rubbing is the last thing you should do to wiping your baby’s bottom: Gentle emulsion formula makes it easy to remove what’s on the bottom.

Wiping while making moisturizing barrier between diaper and bottom: not only removing the poops on the bottom, it makes moisturizing vail on the skin to prevent from dryness and diaper irritation.

Specially formulated emulsion gentle on baby’s bottom : next time you change diaper, you will notice how easy it is to remove poops, thanks to moisturizing barrier!

Specially formulated emulsion formula is surprisingly gentle on baby’s bottom all through diaper change!More than 70% mothers felt Pigeon Moisturizing Cloths provides high moisturizing level on baby’s bottom compared to competitor A (as per graph on the right).


Biological Test : in Pigeon, we take pride in giving the best quality and hygienic wipes specially for babies’ delicate skin. Pigeon makes Microbiological Test a compulsory to ensure that all PIGEON Baby Wipes are completely Free from 5 Harmful Bacteria that are harmful to babies skin, especially for those babies who suffer from nappy diaper. No other companies disclose these information. We want all customers to know that we are sure to do biological test and our products are safe to use.

Strictly tested for baby’s sensitive skin: Biological Test


Name Moisturizing ClothsJohnson's baby skincare cloth wipes

Johnson's baby extracare-best ever protection-

Johnson's baby skincare -best ever softness-

Pampers SensitiveHuggies Baby Wipes, natural care

Company Pigeon Johnson and Johnson Johnson and Johnson Johnson and Johnson P&G Kimberly-ClarkMaterial(cloth) Thickness :

45 52 55 56 52 37Qty of solution soaked in the

cloth:%

300 300 300 300 300 250

Feature of cloth Lattice Plain Ceam absorved in the green strape line Embossed in wave shape Illustration of butterfly normal weave

Ctry of origin Thailand Taiwan U,K U,K Spain U.S.A

Language4(English, Taiwan,Korea,Arabia)

1(English) 2(English, Arabic) 2(English, Arabic) 6(at least) 1(English)

pcs/ pack 70 80 64 72 63 80

size of sheet 20 x 15 cm 20.0 x 16.0 cm - - - 19.0 x 19.0 cmPackage spec(bag)

Plastic bag Plastic box Plastic bag Plastic bag Plastic bag Plastic bag

Package Plastic lid Plastic lid Plastic seal Plastic seal Plastic seal Plastic seal

Ingredients

Water, paraffinum liquidum, propylene, oleyl erucate, phenoxyethanol, glyceryl oleate, PEG-40 hydrogenated castor oil, ceteareth-20, methylparaben, PEG-75 lanolin, vetylpyridinium chloride, butyparaben, perfume

Purified water, mineral oil, C11-C13 isoparaffin, polysorbate 20, polypylene glycol, steareth-1o, phenoxyethanol, glyceryl stearate, PEG-30 stearate, tetrasodium ETDA, fragrance, iodopropynylbutyl carbamate, PEG-4 laurate, cetylpyridinium chloride, citric

Aqua, Myristyl alcohol, Stearyl alcohol, Propylene glycol, Epilobium angustiflolium extract, Aloe barbadensis leaf juice, PEG-20 stearate 20, PEG-40 Hydrogeneted castor oil, PEG-4 laurate, Tocopherol, Citric acid, Lactic acid, Tetrasodium EDTA, Phenoxyethanol, Iodopropynyl butycarbamate, Parafum, CI-77289-[FPT1213]

Aqua, Paraffinum Liquidum, Ceteareth-qw, Glyceryl Stearate, Ceteareth-20, Cetearyl Alcohol, Cetyl Palmitate, Coco-Glucoside, Glyceryl Oleate, Tetrasodium ETDA, Phenoxyethanol, Methylparaben, Ethylparaben, Propylparaben, Citric Acid, Parfum-[FPT2016]

Aqua, dimethicone, propylene glycol, aloe barbadensis, bisabolol, chamomila recutita, soduim acrylates, vinyl isodecanoate crosspolymer, sorbitan oleate, caprylic prolylaraben, disodium EDTA

Purified water, coco phosphatidyl PG-dimonium chloride, sodium hyroxymethylglycinate, polysorbate 20, cetyl hydroxyethylcellulose, malic acid, fragrance, aloe barbadensis gel, tocopheryl acetate. (Vitamin E is in the form of tocopheryl acetate)

Baby Wipes market: Competitors Analysis


Baby Wipes market: Product Positioning

Wipe on the skin

New moisturizing cloths are perfect to effect gently on baby’s delicate skin, especially for newborn. Also, by reducing the area that touches baby’s skin and weave in lattice pattern, it is successful in wiping softly and removing easily. These elements can be the edge of the product.

“Care” baby’s skin（ formula）

“touch gently” with lattice weave (cloth texture）

A lot of area to touch skin for more easy wiping


Channel: Baby specialty shop & drug store & department store *Place where mother who are concerned about her child skin comes, and place where we can build good brand image with the product. Channel where they sell cheap, discount for price competition is not target channel.

Price: Retail price should be adjusted to J&J　

Establish good brand image

Baby Wipes market: Channel & Price


Package design- conceptPigeon Moisturizing cloths does not require rubbing baby’s skin. This wipe softly removes what is on a baby’s delicate skin and makes moisturizing barrier after wiping, so as to prevent skin from friction between diaper. Name of the product also does not mention as “Baby Wipes”, but “Moisturizing Cloths”.

Product A gentle moisturizing barrier protects baby's skin from diaper irritation.Feature High moisture level prevents delicate skin from drying out.

Special emulsion gentle on baby's bottom, even through frequent changes.Unique lattice weave fabric absorbs moisturizing formula for soft, easy-to-use wipes.

Target Customer who are looking for "better wipes for delicate baby's skin" at specialty shop or drugstoreCustomer not person who are looking for cheap wipe.

Customer who wants added value on wipes.Points to ①This is a wipe that even baby with delicate skin can use for wiping.Communicate ②This is a wipe that protects baby's skin with moisturiizng barrier.in the package ③This is a wipe that Pigeon can make when we really think about delicate baby.



Promotion: Magazine Advertisement Data　 1/2

*Data included in the CD-ROM.

Silky smooth.

No more scrubbing off.


Magazine Advertisement Data　 2/2

*Data included in the CD-ROM.


Prevent from diaper rash

Smooth on skin

Easy to remove lattice weave

*Data not included in the CD-ROM.


Product Name Barcode Qty/carton Outer carton Net weight/pcs Gross weight/carton10822 Moisturizing Cloths, 70pcs 4902508108225 24 472(w) x 382(l) x 193(h) 404g 10.7kg10823 Moisturizing Cloths, 10pcs 4902508108232 150 372(w) x 307(l) x 324(h) 56g 9.1kg

Made in Thailand

Package Information

70pcs70pcs

*10pcs pack is not flip top, it will be sealed with plastic seal.


Reference 1: Ingredients (Pigeon Moisturizing Cloths)

One and only

selected material!

Especially for new born!

Allergy tested formula!

purpose of composition originWater Solvent

Paraffinum liquidumMoisturizes and protectsbaby's delicate skin

Petroleum

Propylene glycolMoisturizes and protectsbaby's delicate skin

Compound

Oleyl erucate Gentle creansing action Compound

Phenoxyethanol Maintains product purityand freshness

Compound

Glyceryl oleate Gentle creansing action Compound

PEG-40 hydrogenated castor oil Gentle creansing action Compound

Ceteareth-20 Gentle creansing action Compound

MethylparabenMaintains product purityand freshness

Compound

PEG-75 lanolinMoisturizes and protectsbaby's delicate skin

Sheep wool

Cetylpyridinium chlorideMaintains product purityand freshness

Compound

ButyparabenMaintains product purityand freshness

Compound

PerfumeProvides a light, nonirritating fragrance

Natutalextract


Easiness to wipe after poop(n=17)

good77%

neutral17%

bad6%

Reference 2 :Easiness to wipe

Easiness to wipe after poop.

(Pigeon-poo) Easiness to wipe & reasons (n=17)

bad/slightly bad6%

neutral17%

can wipewithout rubbing

18%

thick enough18%

unique cloth23%

others6%

NA12%

good/slightlygood77%

Documents

©All rights reserved. Pigeon Corporation Product Guide 2006 For Sales CONFIDENTIAL