SUAVE 2011 MASTERBRAND STYLE GUIDE Contents

1 Suave Brand Vision ...... 2

2 Suave Sub-Range Logos and Usage ...... 5

3 Suave Masterbrand ...... 7

4 Suave Masterbrand Men ...... 10

5 Suave Professionals Women’s: Wash & Care and Styling ...... 13

6 Suave Professionals Men: Wash & Care and Styling ...... 20

7 Suave Naturals: Hair and Body Wash ...... 26

8 Suave Kids: Hair and Body Wash ...... 30

9 Suave Body Wash Men ...... 34

10 Suave Hand & Body Lotion: Core and Naturals ...... 38

11 Suave Antiperspirant/Deoderant ...... 42 1Suave Brand Vision

1 Brand Mission Suave Brand Vision Brand Mission Range Architecture 1

Our mission is to make gold standard quality attainable to all, so everyone can look good, smell good, and feel good everyday.

3 Range Architecture Suave Brand Vision Brand Mission Range Architecture 1 Suave is...

Trusted brand with 73 years of history and strong loyalty

Giant Masterbrand in 1 out of every 2 homes (more households than Ragu 39, Tide 27, Pantene 28)

Suave sells $840MM retail & 430MM units each year… 15 units every second

#1 unit share in Hair and BW #2 unit share in Female Deo

4 2Suave Sub-Range Logos & Usage

2 Suave Sub-Range Logos and Usage 2

NATUR ALS

Suave Professionals® Suave Professionals® Suave Men® Suave® (Masterbrand) Suave Naturals® Suave Kids® For use on: For use on: For use on: For use on: For use on: For use on: • Professionals Silver Shampoo • Professionals with Natural • Professionals Men Shampoo • Basic Styling (Berry) • Naturals Shampoo & • Kids Hair & Skin Range and Conditioner Ingredients (Bliss) and Conditioner • Rave Styling Conditioner • Professionals Silver Styling • Professionals Men Styling • Body Wash Men • Naturals Body Wash • Hand & Body Lotion - Core • Naturals Hand & Body Lotion • Antiperspirrant/Deodorant • Creamy Naturals Body Wash

A Mens Masterbrand logo was developed to be used when Mens Hair and Body Wash are featured together .

Suave Masterbrand Logo Guideline { should be referenced for all logo information. 6 3Suave Masterbrand

3 Font + Colors Suave Masterbrand Font + Colors Key Visual + Tagline 3

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 301

Font: ITC AVANT GARDE GOTHIC LT FAMILY Font Color: WHITE Background Color: PMS 301

8 Key Visual + Tagline Suave Masterbrand Font + Colors Key Visual + Tagline 3 Great quality products for everyone. Everyday.

9 4Suave Masterbrand Men

4 Font + Colors Suave Masterbrand Men Font + Colors Key Visual + Tagline 4

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 301

Font: FRUTIGER FAMILY Font Color: WHITE Background Color: PMS 301 877 BLACK 7 Secondary Accent Colors: PMS 877 & PMS BLACK 7

11 Key Visual + Tagline Suave Masterbrand Men Font + Colors Key Visual + Tagline 4 Suave Men. The right tool for the job.

12 5Suave Professionals Women’s Wash & Care and Styling

5 Font + Colors Suave Professionals Women’s: Wash & Care and Styling Font + Colors Variant Colors Key Visual + Tagline Other Available Images 5

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ BLACK

Font: ITC AVANT GARDE GOTHIC LT FAMILY Font Color: WHITE Background Color: BLACK 877 Secondary Accent Colors: PMS 877

NOTE: • If multiple variants are used, the secondary color should be utilized with the background color • If only one variant is used, the variant specific color and icon should be used to bring the product to life against the black background

14 Variant Colors Suave Professionals Women’s: Wash & Care and Styling Font + Colors Variant Colors Suave Professionals Wash & Care Silver: Key Visual + Tagline Other Available Images 5

151 225 2995 286 3405 321 266 Sleek Color Damage Humectant Captivating 2in1 Plus Volumizing Protection Care Moisture Curls

Suave Professionals Styling Silver:

151 3405 266 1797 111 872 238 Sleek Captivating Volumizing Heat Dry Vibrant Touchable Curls Protection Shampoo Shine Finish

Suave Professionals with natural ingredients:

716 724 5135 234 Aloe Vera Almond + Rosemary Black + Ginseng Shea Butter + Mint Raspberry + White Tea

15 Key Visual + Tagline Suave Professionals Women’s: Wash & Care and Styling Font + Colors Variant Colors Key Visual + Tagline Salon proven to work as well as salon brands. Other Available Images 5

16 Other Available Images Suave Professionals Women’s: Wash & Care and Styling Font + Colors Variant Colors Key Visual + Tagline Suave Professionals Wash & Care Silver Pack Shots & Variant Icons Other Available Images 5

Sleek Color Protection Damage Care Humectant Moisture

Captivating Curls 2in1 Plus Volumizing

17 Other Available Images Suave Professionals Women’s: Wash & Care and Styling Font + Colors Variant Colors Key Visual + Tagline Suave Professionals Styling Silver Pack Shots & Variant Icons Other Available Images 5

Sleek Captivating Curls Volumizing Heat Protection

Dry Shampoo Vibrant Shine Touchable Finish

18 Other Available Images Suave Professionals Women’s: Wash & Care and Styling Font + Colors Variant Colors Key Visual + Tagline Suave Professionals with natural ingredients Pack Shots Other Available Images 5

Aloe Vera Almond Rosemary Black Raspberry + Ginseng + Shea Butter + Mint + White Tea

19 6Suave Professionals Men Wash & Care and Styling

6 Font + Colors Suave Professionals Men: Wash & Care and Styling Font + Colors Variant Colors Key Visual + Tagline Other Available Images 6

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ BLACK 7

Font: ITC AVANT GARDE GOTHIC LT FAMILY Font Color: WHITE Background Color: PMS BLACK 7 877 Secondary Accent Colors: PMS 877

21 Variant Colors Suave Professionals Men: Wash & Care and Styling Font + Colors Variant Colors Key Visual + Tagline Suave Professionals Men Wash & Care: Other Available Images 6

2925 3265 2925 397 354 2-in-1 Anti- Daily Clean Hair & Body Deep Clean Ocean Dandruff Ocean Citrus Rush Peppermint Charge Shampoo Charge Shampoo Shampoo Shampoo

Suave Professionals Men Styling:

485 7466 1665 7469 Firm Hold Wet Look Styling Styling Styling Gel Styling Gel Pomade Paste

22 Key Visual + Tagline Suave Professionals Men: Wash & Care and Styling Font + Colors Variant Colors Key Visual + Tagline Suave Men. Designed for the specific needs of men’s hair. Other Available Images 6

23 Other Available Images Suave Professionals Men: Wash & Care and Styling Font + Colors Variant Colors Key Visual + Tagline Suave Professionals Men Wash & Care Pack Shots & Variant Icons Other Available Images 6

2-in-1 Anti-Dandruff Daily Clean Ocean Charge Shampoo Ocean Charge Shampoo

Hair & Body Deep Clean Citrus Rush Shampoo Peppermint Shampoo

24 Other Available Images Suave Professionals Men: Wash & Care and Styling Font + Colors Variant Colors Key Visual + Tagline Suave Professionals Men Styling Pack Shots & Variant Icons Other Available Images 6

Firm Hold Styling Gel Wet Look Styling Gel

Styling Pomade Styling Paste

25 7Suave Naturals Hair and Body Wash

7 Font + Colors Suave Naturals: Hair and Body Wash Font + Colors Key Visual + Tagline Other Available Images 7

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 2995

Font: ITC AVANT GARDE GOTHIC LT FAMILY Font Color: WHITE Background Color: PMS 2995

NATUR ALS 27 Key Visual + Tagline Suave Naturals: Hair and Body Wash Font + Colors Key Visual + Tagline Other Available Images 7 Hair: Great quality products for everyone. Everyday. Body Wash: Rethink specialty store fragrances.

Naturals Masterbrand & Naturals Hair Naturals Hair Naturals Body Wash

NATUR ALS 28 Other Available Images Suave Naturals: Hair and Body Wash Font + Colors Key Visual + Tagline Other Available Images 7 Suave Naturals Hair Pack Shots & Variant Icons Note: Not all variants shown

Suave Naturals Body Wash Pack Shots & Variant Icons Note: Not all variants shown.

Suave Naturals Body Wash Creamy Pack Shots & Variant Icons Note: Not all variants shown.

NATUR ALS 29 8Suave Kids Hair and Body Wash

8 Font + Colors Suave Kids: Hair and Body Wash Font + Colors Key Visual + Tagline Other Available Images 8

2995

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Font: MR. SIRLOIN FAMILY Secondary Font (for longer copy): FUTURA FAMILY Font Color: WHITE Background Color: PMS 2995

31 Key Visual + Tagline Suave Kids: Hair and Body Wash Font + Colors Key Visual + Tagline Other Available Images 8 Masterbrand: Gentle head-to-toe clean. Hair Only: Gentle products just for them.

32 Other Available Images Suave Kids: Hair and Body Wash Font + Colors Key Visual + Tagline Other Available Images 8 Suave Kids Hair Pack Shots & Variant Icons Note: Not all variants shown.

Suave Kids Fairy Berry Strawberry Suave Kids Apple Detangler

Suave Kids Body Wash Pack Shots

33 9Suave Body Wash Men

9 Font + Colors Suave Body Wash Men Font + Colors Key Visual + Tagline Other Available Images 9

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 301

Font: ITC AVANT GARDE GOTHIC LT FAMILY Font Color: WHITE Background Color: PMS 301 877 Secondary Accent Color: PMS 877

35 Key Visual + Tagline Suave Body Wash Men Font + Colors Key Visual + Tagline Other Available Images 9 Suave Men. The right tool for the job.

36 Other Available Images Suave Body Wash Men Font + Colors Key Visual + Tagline Other Available Images 9 Pack Shots

37 10Suave Hand & Body Lotion Core and Naturals

10 Font + Colors Suave Hand & Body Lotion: Core and Naturals Font + Colors Key Visual + Tagline Other Available Images 10 Core HBL and Naturals HBL When shown with Suave Core HBL abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 301

Font: CHALET Font Color: WHITE Background Color: PMS 301

Naturals HBL When shown with Suave Naturals BW abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 2995

Font: ITC AVANT GARDE GOTHIC LT FAMILY Font Color: WHITE Background Color: PMS 2995

39 Key Visual + Tagline Suave Hand & Body Lotion: Core and Naturals Font + Colors Key Visual + Tagline Other Available Images 10 Core: Clinically proven ingredients in every bottle. Naturals: Rethink specialty store fragrances.

Core Naturals

40 Other Available Images Suave Hand & Body Lotion: Core and Naturals Font + Colors Key Visual + Tagline Other Available Images 10 Core Pack Shots Note: Not all variants shown.

Naturals Pack Shots & Variant Icons Note: Not all variants shown.

41 11Suave Antiperspirant/Deoderant

11 Font + Colors Suave Antiperspirant/Deoderant Font + Colors Key Visual + Tagline Other Available Images 11

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 301

Font: ITC AVANT GARDE GOTHIC LT FAMILY Font Color: WHITE Background Color: PMS 301

43 Key Visual + Tagline Suave Antiperspirant/Deoderant Font + Colors Key Visual + Tagline Other Available Images 11 Improved formula! Better wetness protection

44 Other Available Images Suave Antiperspirant/Deoderant Font + Colors Key Visual + Tagline Other Available Images 11 Pack Shots Note: Not all variants shown.

sweet pea wild cherry powder fresh & violet blossom

clinical clinical clinical protection protection protection prescription strength prescription strength prescription strength wetness protection wetness protection wetness protection clinical clinical clinical dermatologist tested dermatologist tested dermatologist tested protection protection protection prescription strength prescription strength prescription strength 24hour 24hour 24hour wetness protection wetness protection wetness protection prosolid ™ prosolid ™ prosolid ™ FIGHTS FIGHTS FIGHTS SWEAT SWEAT SWEAT like the like the like the leading brand leading brand leading brand powder fresh sweet pea & violet wild cherry blossom 1.7 oz.(48g) 24 hour prosolid ™ 1.7 oz.(48g) 24 hour prosolid ™ 1.7 oz.(48g) 24 hour prosolid ™ anti-perspirant deodorant anti-perspirant deodorant anti-perspirant deodorant

1.7 oz.(48g) anti-perspirant deodorant 1.7 oz.(48g) anti-perspirant deodorant 1.7 oz.(48g) anti-perspirant deodorant

2.3

UNILEVER / Suave APDEO Project Highway PH5.1 POST-PRS Extensions / MAY.29.10 MOLINARe

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® ® ® ® ® ® ®

24 HOUR 24 HOUR 24 HOUR 24 HOUR 24 HOUR 24 HOUR 24 HOUR protection protection protection protection protection protection protection

fresh powder pacific tropical cocoa sweet pea wild cherry powder fresh powder breeze paradise butter & violet blossom INVISIBLE SOLID INVISIBLE SOLID INVISIBLE SOLID INVISIBLE SOLID INVISIBLE SOLID INVISIBLE SOLID INVISIBLE SOLID 2.6 oz.(74g) anti-perspirant deodorant 2.6 oz.(74g) anti-perspirant deodorant 2.6 oz.(74g) anti-perspirant deodorant 2.6 oz.(74g) anti-perspirant deodorant 2.6 oz.(74g) anti-perspirant deodorant 2.6 oz.(74g) anti-perspirant deodorant 2.6 oz.(74g) anti-perspirant deodorant AEROSOL AEROSOL AEROSOL anti-perspirant deodorant anti-perspirant deodorant anti-perspirant deodorant powder net wt. 4 oz.(113g) net wt. 6 oz.(170g) net wt. 6 oz.(170g) 2.7 oz.(79mL) ROLL-ON anti-perspirant deodorant

2.3 1.0 UNILEVER / Suave APDEO Project Highway PH5.1 Post-PRS Revisions / MAY.24.10 MOLINARe

UNILEVER / Suave APDEO Project Highway PH8.2 / AUG.03.10 MOLINARe