MCP Brag Book January 2021

Brag Book
J A N U A R Y
2021

T A B L E O F
1. Australia
Contents
2.
3.
4.
JV & Agency
New Zealand
Export

A U S T R A L I A
Australia

Reduced Daigou and Cough Cold demand impacting Pharmacy
while Grocery channel accelerating due to stay at home behaviour
becomes the norm during COVID

McPherson’s growing ahead of competition in a
challenging environment
Top 50
Manufacturers
Ranked
51-100
Ranked
101-200
Ranked 201+
Ranked #15
$117M
+9.4%
72%
$ share
-3.2%
Dollars
11%
$ share
-0.2%
Dollars
7%
$ share
0.4%
Dollars
6%
$ share
10.6%
Dollars
Source: IRI OTC Pharmacy MarketEdge, MAT To 06/09/20

McPherson’s ranked #66 Grocery supplier
contributing larger value than Energizer, SC
Johnson & Parmalat
Top 50
Manufacturers
Ranked
51-100
Ranked #66
$192M
+0.8%
75%
$ share
+7.8%
Dollars
11%
$ share
+6.6%
Dollars
10.6%
Dollars
Source: IRI MarketEdge, MAT To 04/10/2020

McPherson’s outperforming other Pharmacy ASX
manufacturers ranked #3
ASX Pharmacy Manufacturers Scan Sales
Value ($'000s) and Growth %
$341,919
39.5
6.4
$153,721
9.4
2.5
-4.1
$117,904 $117,656
-21.5
$59,325
$42,947
Total Blackmores P/L Total Aspen Pharmacare Total McPhersons Cons
Prod
Total A2 Infant Nutrition
Australia Pty Ltd
Total Bwx Ltd
Total Asaleo Care
Dollars YA Dollars Growth % YA
Source: IRI Pharmacy MarketEdge, MAT To 02/08/20

SCAN
Brand
($'000s)
Brand
Growth
%
VS Category
Growth
MAT
Brand
Share %
Share
Change
Category
Size
($'000s)
Category
Growth %
Total Multix $133,138 6.0 ▼ 28.9 -2.7 $461,483 15.7
Total Manicare $55,061 11.4 ▲ 29.4 1.9 $187,485 4.2
Total Swisspers Cotton $29,855 10.3 ▲ 60.5 2.4 $49,324 5.9
Total Dr LeWinn's $23,695 -4.6 ▼ 4.6 -0.1 $516,593 -2.2
Total Lady Jayne $17,865 10.9 ▲ 34.5 1.3 $51,767 6.8
Total Glam $11,793 3.1 ▼ 6.3 -0.1 $187,485 4.2
Total Swisspers Wipes $605 -27.9 ▼ 3.5 -0.4 $17,081 -20.4
Total A'kin (Hair + Skin) $5,980 -2.4
Total A'kin Haircare $3,682 3.6 ▲ 9.3 0.5 $39,795 -2.4
Total A'kin Skincare $2,298 -10.8 ▲ 2.2 0.2 $106,462 -18.4
• Multix slowdown due to WW deletions
• DRLW due to CWH Beauty Break performance excluding key Daigou skus on deep promo and Priceline tactical performance
6
Source: IRI Scan MAT 03/01/21 &17/01/21

EXFACTORY
YTD Stat
Sales ($000)
vs Budget
($000)
vs. LY ($000)
Month
Stat Sales
($000)
vs Budget
($000)
vs. LY
($000)
Total Multix $29,264 $3,729 $1,202 $3,367 ($62) ($377)
Total Dr LeWinn's $13,934 ($22,086) ($11,002) $1,253 ($6,959) ($913)
Domestic $8,861 ($1,691) ($1,612) $589 ($742) ($464)
Export $5,074 ($20,395) ($9,390) $664 ($6,217) ($449)
Total Manicare $20,453 $2,194 $2,206 $2,617 ($179) ($248)
Total Swisspers $7,280 $336 $87 $940 ($63) ($148)
Total Lady Jayne $6,869 $1,385 $1,473 $939 $73 $120
Total A'kin $3,637 $419 $169 $82 ($477) ($317)
Domestic $3,098 $533 $125 $370 ($11) ($29)
Export $539 ($114) $44 ($288) ($466) ($288)
YTD Stat
Sales ($000)
vs Budget
($000)
vs. LY ($000)
Month
Stat Sales
($000)
vs Budget
($000)
vs. LY
($000)
EXFACTORY Core Total $81,438 ($14,023) ($5,866) $9,198 ($7,668) ($1,882)
7 Source: MCP Exfactory Sales Jan FY21

A D V A N C E D B E A U T Y ADVANCED COSMECEUTICAL SKINCARE

CATEGORY VS. DRL PERFORMANCE
AU Pharmacy - Dollar growth% YA - QTR
CATEGORY PERFORMANCE
Total Facial Skincare Dollar($000s) & Growth%
Total Facial Skincare Dollars $000
Total Facial Skincare Dollars $000 Growth % YA
0.0
-1.0
Total Facial Skincare
Total Dr LeWinn's
70000.0
50000.0
8.0
10.8
15.0
10.0
-2.0
30000.0
4.8
4.1
5.0
-3.0
10000.0
-0.7
0.0
-4.0
-10000.0
-5.5
-4.1
-3.7
-4.7
-5.0
-7.5 -10.4
-15.0
-5.0
-6.0
-7.0
-6.2
Quarter To 03/01/21
-5.1
-30000.0
-50000.0
January
2020
February
2020
March
2020
-11.3
April 2020 May 2020 June 2020 July 2020
August
2020
September
2020
October
2020
November
2020
December
2020
-10.0
Source: IRI MarketEdge, Facial Skincare w/e 03/01/21

'In 3 weeks I've already noticed a
difference. The lines around my eyes
are not as noticeable and the skin on
my face and body feels less hydrated.’
WHO magazine, with a readership of 525K,
featured the Recoverederm Ultra-Calming
Restorative Cleanser
SA Weekend, with a readership of 639K,
featured the Collagen Peptide+ Inner Beauty
Liquid Shots.
Body + Soul online, with 613K UVs, featured the
Reversaderm Glycolic Cleanser in their wrap up of
the best products to purchase in the Priceline
January skincare sale.

OZ HAIR & BEAUTY DIGITAL FEATURES:
✓ Solus EDM - to a subscribers database of 270k
✓ Sitewide Banner - top placement on every page of the Oz Hair & Beauty website.
✓ Homepage Slider - Premium first slider positioning on Oz Hair & Beauty Homepage
✓ Social Coverage
✓ FREE Sitewide Offer GWP: great recruitment tool & sampling exposure for the brand

CATEGORY VS. A’KIN PERFORMANCE
Shampoo & Conditioner - Dollar growth% -Total
Pharmacy + Woolworths(premium) - QTR
A’KIN PERFORMANCE
Total A'kin (Pharmacy + Grocery)
Dollars (000s)
Dollars (000s) YA
Dollars (000s) Growth % YA
140.0
35.0
30.0
30.2
120.0
100.0
25.0
80.0
20.0
60.0
15.0
40.0
10.0
5.0
5.0
20.0
0.0
WW ranging
0.0
Total Shampoo & Conditioner
Total A'kin
Source: IRI MarketEdge, Facial Skincare w/e 03/01/21

A’KIN INSTAGRAM ACTIVITY
PRESS KITS TO MEDIA &
INFLUENCERS
ACTIVESKIN FEATURE
eDM & BLOG POST
28k Average daily homepage views
15

OZ HAIR AND BEAUTY
INSTAGRAM ACTIVITY
• 33,116 people
reached
• 70% weren’t following
• 58,864 impressions
SUPPLIED 300 UNITS FOR
‘BEST MATES’
PROMOTION
28k Average daily
homepage views
16

PRESS COVERAGE
SOCIAL COVERAGE
Miracle Shine Conditioning Hair
Mask ‘bang for your buck feature’
1,548,000 readership
@genevevanderzeil
posted her go-to
Rose & Australian
Sandalwood Natural
Deodorant Spray
262,000 followers
@bellavarelis shared
the Cream & Clay
Masks press kit she
received to her
105,000 followers
Purifying Gel Cleanser
‘best budget skincare buys under $30’
piece 613,000 readership
Brightening Face Sheet Mask
‘Get your glow on’
495,000 readership

CATEGORY INSIGHTS
HIGH VALUE INNOVATION SHIFTING CONSUMER BEHAVIOUR TO ‘AT-HOME BEAUTY’ VS. AT SALON
D I G I TA L H A B I T S
Streamlining shop visits
Self care packs trending
Virtual lifestyles
H E A D T O T O E
Nails are essential
Hair care/grooming > styling
In-home salon with masstige
T H E E Y E S H A V E I T
Accentuating lashes & brows
Minimum effort beauty
Alternatives to lash extensions
S H O P P E R S T R A D I N G U P T O
N O V A & P E D I P R O
+ g r o w t h v i a c o r e r a n g e
7 4 % o f c a t e g o r y g r o w t h N a t i o n a l l y i s
a t t r i b u t e d t o C h e m i s t W a r e h o u s e
p e r f o r m a n c e d r i v e n b y M a n i c a r e
Where beauty begins
G L A M I S T H E N O . 1 B R A N D
I N P H A R M A C Y
D I D Y O U K N O W | 7 4 % O F L A S H
S H O P P E R S P U R C H A S E 1 B R A N D !
L A D Y J AY N E I S T H E N O . 1
B R A N D I N P H A R M A C Y
V A L U E D R I V E N B Y P O S I T I V E
P E R F O R M A N C E I N C H E M I S T
W A R E H O U S E W I T H H I G H P E R F O R M I N G
D E T A N G L I N G R A N G E
Source: Bauer Trend Insight 2020, Mintel HPC Global Trends/Study 2020

Manicare Microneedle Derma Roller soft launch |
Curated rich content on E-comm to optimise path to purchase
QR code links to brand hub
for Tutorials, Blog, FAQs,
and reviews

Manicare Microneedle Derma Roller soft launch @CWH
Pharmacy Advisors Training to drive sales conversion
Link to Training Flipbook

Manicare & Glam expand range in online retailer
8 new skus ranged in January 2021.

NEW Tangle PRO (WET DETANGLER) @ $21.95
Combined effect of 30% promotion + HOW feature on TanglePro exceeding UPSPW targets with scanned distribution building
via the promotional plan. Next promo in March set @ 40% to further drive penetration

Beach WAVES Brush: Style Leader with latest brush tech design-quickly
establishing solid baseline @ $29.99

New Store CWH | Installs in 2021

Swisspers Paper Cotton Tips 120’s has delivered $17.6K
incremental value to the category MAT to 16/01/21.
Filter: 42110 - SWISSPERS COTTON TIPS PAPER 120 PACK
$50.K
$40.K
$30.K
$20.K
$10.K
$0.K
$16.7K
Total Period 1 Sales
(Value) | Current
Supplier Source of Sales Gains/Losses - Value
$17.6K
Net New/Lost Cat
Customer Sales
(Value) | Current
$2.3K
Net Incr/Dec Cat
Consumption
(Value) | Current
$3.2K
$39.7K
Net Shifting Total Period 2 Sales
Gains/Losses (Value) (Value) | Current
| Current
• 74% of Swisspers paperstems growth is from New customers (including Swisspers plastic stem)
o 53% of Swisspers paperstems gains are from existing Swisspers users (plastic stems)
o 38% of it’s gain is from Priceline private label offering
Source: Priceline Sisterclub Cotton data

Multix Christmas digital campaign reached 2.83 million people and delivered 1.18 million impressions,
exceeding all industry standards and McP benchmarks
Influencers Partnership Social media Display advertising
32

Multix wins Xmas key consumption peak at Woolworths thanks to foil off location
display and bake job lot
Over Xmas season foil
segment grew Stat Sale by
+14% vs YA at WW*
Incremental +$172K Stat
Sale for Extra Wide Bake
– a job lot in a segment
Multix is not ranged in at
WW
*Source: TM1 Stat Sale Nov-Dec2020
33

Multix delivers $11.9M Retail Sales Value in December (+6.4% vs YA) driven by bake & alfoil offlocations,
retailer magazine & digital media campaign
Dollars (000s) Growth % YA
Australia Grocery Weighted
MAT To 03/01/21 Fin YTD To 03/01/21
Quarter To 03/01/21
Total Multix
6.0
3.0
1.1
16000.0
14000.0
Dollars (000s)
Australia Grocery Weighted
Total Multix Baking Paper Total Multix Clean Up Total Multix Cling Wrap
Total Multix Containers Total Multix Foil Total Multix Freezer
Total Multix Garbage Total Multix Garden Total Multix Greaseproof Paper
Total Multix Lunch Bag Total Multix Oven Bags Total Multix Swich/Storage
Total Multix Tidy Total Multix Trays Total Multix Trolley Liner
+6.4% Christmas Sales vs LY
driven by bake job lot, foil &
bake off-location, Digital +
Retailer Magazine + increased
consumption due to COVID
driven home stay
Total Multix
Baking Paper
-35.9
Total Multix Cling
-11.5
Wrap
-13.5
26.1
30.7
24.9
12000.0
10000.0
WW Kitchen Tidy, bake and
cling wrap deletion – Jun
2019
Coles KT deletion (-9 SKUs)
– Jun 2020
Total Multix Foil
23.1
15.1
10.9
8000.0
Total Multix
Freezer
21.3
21.3
8.9
6000.0
Total Multix
Garbage
11.3
12.2
13.9
4000.0
Total Multix
Swich/Storage
-5.3
-10.7
-11.3
2000.0
-14.9
Total Multix Tidy-29.2
-28.4
34
Source: IRI Bags/Wraps/Foils Scan
0.0
4wks 03/02/19 4wks 31/03/19 4wks 26/05/19 4wks 21/07/19 4wks 15/09/19 4wks 10/11/19 4wks 05/01/20 4wks 01/03/20 4wks 26/04/20 4wks 21/06/20 4wks 16/08/20 4wks 11/10/20 4wks 06/12/20
Note: Total Brand includes both sustainable and non sustainable

#DIGITAL

Top 5 eCommerce Products in January by Volume
• Maseur Invigorating Black and Beige
• Sugarbaby Bronze Radiance Instant Glow Wash Off Bronzing Crème
• Lady Jayne Side Combs
• Manicare Facial Cleansing Buff
• Glam By Manicare 62. Remi Individual Mink Effect Lashes
36
All Priceline online store orders and all Priceline DC wholesale
orders are placed through account #6605. DC wholesale orders
include all orders for fragrance, Swisspers, Footcare, Alpecin,
Plantur39 & Private Label, therefore, these brands are excluded
from the calculations. However during COVID Priceline began
distributing online orders via stores This means sales for online are
no longer purely flowing through account number 6605. The
above Priceline number only includes #6605 sales.

In January, the onsite and social CWH advertising focused on the strong % off offers.
37

5 Social media packages were to the field team to support the launch of Lady Jayne’s new products. The package of social media assets
can be used by retailers on their own social media channels and included animated images & copy for Facebook & Instagram. Our
packages have now been enhanced to include content for social Stories.
38

39

The Manicare Derma Roller product page enhanced to include product video, enhanced content, FAQs &
Beauty Heaven reviews.
Blog posts published to amplify brand content – Manicare Derma Roller, Dr. LeWinn’s Inner Beauty with Nutritionist
Steph Geddes & Lady Jayne X Natalie Anne Videos
40

41

The following products were launched online during January.
42

Facebook
Instagram
Manicare 84k 3.8k
Lady Jayne 190k 10.9k
Glam 98k 13.6k
A'kin 27.8k 12.7k
Dr. LeWinn's 44k 11.5k
Swisspers 63k 1.4k
Multix 142k >1k
Moosehead 61k >1k
43

J V & A G E N C Y
JV & Agency

I N C R E A S E D D I S T R I B U T I O N I N W O O L W O R T H S !
• I n c r e m e n t a l d i s t r i b u t i o n o n 2 N P D s – D y b r o w s
• I n c r e a s e d d i s t r i b u t i o n o n a l l e x i s t i n g S K U s b y a n
a v e r a g e o f 3 1 d o o r s
D i s t r i b u t i o n
N o v ' 2 0 F e b ' 2 1 D i f f e r e n c e
E y l u r e D r a m a t i c N o . 1 4 0 776 841 65
E y l u r e P r e - G l u e d N o . 0 7 0 985 1028 43
E y l u r e P r e - G l u e d N o . 11 7 961 1004 43
E y l u r e Vo l u m e N o . 1 0 0 860 900 40
E y l u r e L e n g t h e n i n g S t a r t e r K i t N o . 11 8 551 583 32
E y l u r e L u x e F a u x M i n k B a r o q u e 627 646 19
E y l u r e D r a m a t i c N o . 1 2 1 917 959 42
E y l u r e D y b r o w B l a c k N / A 469 469
E y l u r e D y b r o w D a r k B r o w n N / A 533 533
3

N E W Z E A L A N D
New Zealand

IRI Highlights – Hair Accessories
xx
The latest data sees the
Mita Advent Calendar the
#1 selling SKU over the last
quarter, up from #2 last
quarter. This shows that
NPD is bringing excitement
and sales to the Hair
Accessory category.
Mita also has 3 of the top 5
selling SKUs

IRI Highlights – Facial Skincare
Dr.LeWinns continues to
show good growth at
+8.0% year on year
within the
Cosmeceutical Skincare
segment

IRI Highlights – Facial Wipes
Swisspers is the #1 brand in
NZ Pharmacy and showing
positive growth in terms of
both value and volume year
on year. Dr.LeWinns also
features within the top 10
brands.
The two new Eco Swisspers
wipes are now the #4 and
#5 top selling SKU

Dr.LeWinns – Comms Highlights
Style Magazine
Audience: 46,000
ASR: $4,218.00
PR VALUE $3,163.50

Manicare – Comms Highlights

Glam by Manicare - Comms Highlights
REMIX MAGAZINE
https://www.remixmagazine.com/beauty/11-beauty-buys-were-obsessing-over-right-now/
PR VALUE: $6,000.00

Glam by Manicare - Comms Highlights
REMIX MAGAZINE
PR VALUE: $6,000.00

Glam by Manicare - Comms Highlights

Mita - Comms Highlights
Nicole Bolton
Instagram: @boltonbunch / Followers: 2,230
MITA ACTIVE - PRINT
Alofas Beauty
Instagram: @alofasbeautynz / Followers: 4,292
PR VALUE $669.00
PR VALUE $4,818.60
PR VALUE $1,287.60

Mita – Facebook & Instagram Activity

Swisspers - Comms Highlights
Hello Darling Store
Instagram: @hellodarlingnz / Followers: 13,800
Blog: www.hellodarling.co.nz
PR VALUE: $4,140.00

A’Kin– Comms Highlights
Instagram Story
Nishu @lipsnberries
2,946 followers
PR VALUE $1,178.40

Revitanail - Comms Highlights
Instagram Story
Ashley McInroe
Facebook: @ashleymcinroe
Instagram: @ashleymcinroe | 3,607 followers
Blog: http://linktr.ee/ashleymcinroe

Multix – Comms Highlights
THE WAREHOUSE ONLINE MAILER
Shelf talkers with additional consumer
education for Mitre10 hardware stores

Sugar Baby
Beauty at Farmers
Instagram: @beautyatfarmers / Followers: 23.7K
Sean Paki
Instagram: @sean.paki / Followers: 6,274
Azel Saraleva
Instagram: @azel00/ Followers: 4,350
Instagram: @makeupbythirz/
Followers: 4,632

Sugar Baby

Chemist Warehouse EDM

Chemist Warehouse – Banner Advertising

E X P O R T
Export

CHINA | Lunar New Year Count Down – Deng Jiajia Video
The countdown to
Chinese New Year
Begins!
Celebrity Deng Jiajia posts video
sharing her most recommended
product for the New Year…
Dr. LeWinn’s
Triple Action
Defence

CHINA | New Year Gift Set
China introduces
New Year LSC Range
Gift Set!
Competitions
running on Dr.
LeWinn’s Weibo for
a chance to win the
entire set!

CHINA | Lunar Calendar Festivities Creatives
“Lesser Cold”
23 rd Solar Term
05.01 – 20.01
Laba Festival
8 th day of last lunar month
20.01
Spring Beginning
1 st Solar Term
03.02-18.02

CHINA | R4 Lip Masks New Cartoon Creatives
January product of
the month
R4 Lip Masks
Dr. LeWinn’s releases
new set of artwork
of ‘relatable’ and
‘challenging’
everyday moments
Reminding
consumers you only
need 10 minutes of
DRL lip masks to
bring love and peace
back into your life!
Quarrels with parents
Year end work struggles
Lost at work party
Pulling all-nighters

CHINA | R4 Lip Masks New Cartoon Creatives
Not ready to go back to
work after holidays
Gaining confidence on
red carpet
First time mum
difficulties
Preparing for a loved
one to airport pick up
Arguments with
loved ones

CHINA | KOC Seedings – Weibo and LRB

SINGAPORE
TRADE MARKETING
PR SEEDING
Launch Dr. LeWinn’s new Recoverederm range on LazMall and Shopee in Jan 21
Instagram Stories by beauty influencers and Instagram Post by International
Makeup Artist

CHINA | WeChat, Weibo Creatives

CHINA | SEO Platform activities

SINGAPORE
TRADE MARKETING
PR SEEDING
A’kin products featured on “Skincare Essentials” by Fairprice Online
Instagram Stories by beauty influencers

CHINA | WeChat, Weibo, Little Red Book Creatives

CHINA | CHINESE WEBSITE http://www.soulful.com.cn/
Localised contents on
Soulful Chinese
website provides full
range product details,
band stories and well
as many delicious
recipes.
Here’s a link to
browse:
http://www.soulful.com.cn/