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Embella Clean, Secure, and Discreet Disposal of Feminine Care Products
Adding value with incremental sales
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Agenda An innovative product based on a clear consumer demand
Success Story: Market launch in Germany
Incremental growth for your customers
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Eine Konsumenteninnovation
Die Kategorie erstmals zu Ende gedacht
für die halbe Weltbevölkerung
A majority of users feel that disposal is the most unpleasant part of using a tampon
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* Study: Consumer Insights and Purchase Intent
5%
33%62%
DISPOSALWEARING IT
INSERTION
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insanitary
impractical
harmful
Users lack a suitable everyday product for disposing of their used feminine care products
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Effective protection against germs and odours✓Closes securely
✓Safety flap
!
!
"Discreet in every situation
✓Non-transparent material ✓Discreet packaging
Practical
✓Can be used with one hand
✓Fits in any handbag
Embella: a widely patented Innovention fills a market gap in feminine care
Products
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Embella establishes a new subcategory in Fem Care
since 09/2014ready to be launched
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Market launch 2014 in Germany
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Q4/14 Q1/15 Q2/15 Q3/15 Q4/14
61% distribution in Germany’s fem care market
Rossmann(AS Watson)
EDEKA (selected outlets)Kaiser’s Tengelmann
Globus
dm
Budnikowsky
AS Watson keeps 40% of the shares of Rossmann
75%
100%
125%
150%
175%
200%
0%
25%
50%
75%
100%
125%
150%
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Embella sales
Fem Care Sales
2013 2014 2015
We deliver incremental sales driving growth in the category
* Source: scanner data CW 46/2014 - CW 29/2015
sale
s un
its
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
220%
CW 46/2014 CW51/2014 CW4/2015 CW11/2015 CW20/2015 CW25/2015
Strong development of sales after launch
+113% in 7 months(without peak effects of marketing)
Marketing works for Embella
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0%
100%
200%
300%
400%
500%
600%
Calendar Week1 3 5 7 9 11 13 15 17
Hamburg
0%
25%
50%
75%
100%
125%
150%
Calendar Week1 2 3 4 5 6 7 8 9 10 11
social media advertising
1 2
The product proves to be relevant for the shopper. Business can be scaled with marketing and CAC is as low as €2.90
radio advertisng
National
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500 millionconsumers using
Fem Care products in High Income Countries
1.7 billion tampons are used
each year in Germany alone
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New product group
A new product group to expand the feminine hygiene segment.
Growth driver
Potential add-on sales without cannibalising existing ranges in the segment. Increased per-customer spend.
Cross-sales potential
Placing the product adjacent to tampons stimulates shoppers to buy.
#
$
%
-€3.000.000
-€2.250.000
-€1.500.000
-€750.000
€0
€750.000
€1.500.000
€2.250.000
€3.000.000
Jan-17 Apr-17 Jul-17 Oct-17 Jan-18 Apr-18 Jul-18 Oct-18 Jan-19 Apr-19 Jul-19 Oct-19
incl. working capital required for goodswithout working capital required for goods
Investment plan 2017-2019
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€ 1.707.751
€ 2.580.000
Investment details (sum in 3a)
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Gross margin €2.225.687
- Marketing incl. staff and agencies €3.401.363
-Sales incl. staff €240.103
- G&A €291.972
Sum to cash flow positiv €1.707.751
Why Embella?
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We offer:
An innovative product range based on a clear consumer demand
Proof of market: More than 60% distribution within 14 months in Germany
Attractive scaleable business model
✔✔
✔
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Gesa Schöning Key Account Management [email protected] T +49 151 17 56 54 93 F +49 40 35 67 58 13
Dr. Jan-Niklas Keltsch Managing Partner [email protected] +49 178 53 58 724 F +49 40 35 67 58 13
Embella GmbH - Jungfrauenthal 33 - 20149 Hamburg - Germany www.embella.de
Please get in contact with us. We are very happy to discuss business opportunities with you.
