1. 1 Cetaphil Baby July 31 st, 2014

2. 2 Overview Background –Cetaphil- “It’s just like you” Cetaphil Baby Launch Event –Introduce the new line Social Media campaign –Supporting the program

3. 3 Key Goals Target existing Cetaphil Brand users to continue Brand loyalty Market Cetaphil as a brand that is “just like you” Introduce Cetaphil Baby tag line “just like you” Position the Cetaphil Baby Brand as a top competitor in the baby category Launch media campaign to continue media coverage, gain exposure, and engage with consumers

4. 4 Target Audience Target existing Cetaphil users  Inspiration for social media campaign Dermatologists are #1 source to recommend baby products Ingredients are extremely important to users, high brand awareness Majority started using skincare products on child from 0-2 years old Qualtrics survey Results

5. 5 Event Overview Invite key media to join the Cetaphil brand for an intimate baby shower as they celebrate the launch of the newest member of the family. Guests will be invited to enjoy a light bite from a breakfast buffet and join LT/Brand members at the various tables throughout the space. Once seated, Media will be introduce to the new line by a member from the brand team as well as Dr. Greene, Pediatric Expert. Following the presentation, Editor’s can participate at the various stations where they can decorate their own baby inspired essentials (bibs, candy bottles etc.).

6. 6 Timing TaskTime in Advance Completed Finalize venue contract3 months prior Event flow document for brand2 and a half months prior Organize media/invite list, receive approval from brand 2 months prior Create send the date, receive brand approval, send out save the date 1 and a half months prior Organize rentals, catering, and décor of event 1 and a half months prior Send invites out and track responses1 month prior Finalize inventory from brand and gift bags 1 month prior

7. 7 Timing TaskTime in Advance Completed Finalize menu/food3 weeks prior Confirm product requests from brand3 weeks prior Send RSVP reminders to non-responses2 weeks prior Organize transportation for attendees1 week prior Confirm all press kit materials with brand and print 1 week prior Create ROS, receive brand approval on ROS, timeline, and talking points 4 days prior Reconfirm press attendees via phone, and confirm all transportation for editors 1 day prior

8. 8 Dr. Greene Chief Medical Officer of A.D.A.M., the Founder and CEO of DrGreene.com, Pediatric Expert for AmericanBaby.com. Clinical Faculty at Stanford University School of Medicine Founding member of Hi-Ethics (Health Internet Ethics) and helped URAC develop its standards for eHealth accreditation. Recognized by Advance for Health Information Executives as one of the top 25 most influential forces in healthcare IT and also named Intel's Internet Health Hero for children's health. He is an author, medical expert, and a media personality. Include some out lets he has been on

9. 9 The Venue Overlooks Central Park and skyline Open and airy Seats 30-35 comfortably Space and atmosphere are fitting for our theme

10. 10 Join us for a Baby Shower Honoring November 15, 2014 9:00 a.m.-10:30 p.m. Trump Towers 1 Central Park West New York, NY 10023 Hosted by Cetaphil Please RSVP by

11. 11 Invite Key Media Outlets

12. 12 Décor: Table Display Thematic decorations throughout the space

13. 13 Thematic Menu

14. 14 Bib Painting Interactive Activities Activity 1 Activity 2

15. 15 Gift Bags Media will take home decorated bib and bottle as well as complete line of products and press materials

16. 16 Media Teaser to generate excitement leading up to the event

17. 17 Social Campaign Cetaphil Baby- “It’s just like you” #CetaphilBaby Share a picture of you and your baby and tell one of your favorite stories! The best stories will win a basket of Cetaphil Baby Products Attract real moms, with real stories

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19. 19 Ongoing Media Outreach August: Long Lead: “Get a fresh start this fall with Cetaphil baby” Short Lead: End of Summer skincare September: Long Lead: Have a healthy Holiday Short Lead: Labor day Children’s Safety Month? October: Long Lead: Short Lead: Dress up your kid in the softest skin Campaign for healthier babies month? November: Long Lead: Short Lead: Healthy skin awareness month December: Long Lead: Short Lead: Give your child the gift of clear and healthy skin! January: Long Lead: Short Lead: New year, New baby.

20. 20 THANK YOU!

21. 21 Event Flow Monday, July 21, 2014 Timing:Activity:Owner: 4:00pm  Cupcakes arrive at LT SL 4:30pm  Balloons arrive at LT SL  Baby bottles, bibs, confetti, candy, products, gift bags, USB SL  Welcome sign CZ 5:00pmDrop off balloons, candy, cupcakes, any décor from office, welcome sign to METTeam 10:00PMCetaphil rep arrives on American Airlines flight #27

22. 22 Event Flow Tuesday, July 22, 2014 Timing:Activity:Owner: 7:00AM  Lippe Taylor arrives for set up Team 7:15AM  Flowers arrive SL 7:15AM  Set up stations: o Bib decorating station- KM o Baby Bottle decorations with candy- SL o Decorating tables- CZ NF Team 8:00AMMedia check-in table set up NF 8:00AMDermatologist arrives and Cetaphil Rep arrives 8:45 o Get ready for media arrival Team 9:00AM  Editors begin to arrive and are escorted upstairs  Each team member is given 5 editors to watch over  Editors will grab food from buffet and once finished LT member will escort to Bib Station 1 or Candy bottle station 2. Team 9:30  After stations are closed down, Editors will sit down and listen to presentation. Team 9:35 o Presentation: o LT member introduces Cetaphil rep and Dermatologist o Cetaphil rep talks about the line o Dermatologist talks about advantages and answer questions Team 10amTake home o Gift bags- bibs/candy bottles o Two products o Information on USB o Tissue paper Team