Project Waterworld aims to replace Nivea for Men's current hydration range and launch two new products using a Nobel prize-winning discovery. The new range focuses on hydration and moisture delivery through new concepts, formulas, and packaging. It seeks to boost sales and market share by appealing to masculinity, care, freshness, and confidence.

1. PROJECT WATERWORLD

3. Effectivenes/ Performance Aspirational& Dynamism (Masculinity) Door Opener Mild Care Natural Freshness Sociable Self-confident POD POP EMOTIONAL RATIONAL HYDRATION / MOISTURE IS NFM TERRITORRY

4. Source: MIND HYDRATION SKUS ARE BETWEEN THE NFM TOP SELLERS NFM SKU Net Sales Raking 2009 BNR DESCRITION NET SALES % NS 1 81306 Af. Shave sensitive balm 49 12% 2 81300 AS Replenishing Balm 33 8% 3 81740 Shave gel sensitive 25 6% 4 81720 Shave foam sensitive 23 6% 5 88813 FC Rev. Crm Q10 21 5% 6 81700 SH Foam Moist 14 3% 7 81760 SH Gel Moisture 11 3% 8 88812 FC Intensive Crm, 11 3% 9 81383 AS cool kick balm 10 2% 10 81751 SH gel extreme comfort 10 2% 11 88818 Face care sensitive moisturiser 9 2% 12 81309 As ext. Comfort balm 9 2% 13 88808 FC Rehydrating Moist 9 2% 14 81329 FC DNAge 9 2% 15 81730 SH Gel Cool Kick 8 2% TOTAL NFM 418

5. COMPETITION