Discovery & recommendation service for high end beauty products Core product is (a monthly subscription to) a luxurious box containing five sample size (miniature) beauty products of high-end brands Supported by an online platform with product information, reviews, blog and webshop Target segment: female, age group 15-35, high interest in beauty, fashion and lifestyle, the ‘sophisticated beautyjunkie’ Widely tested and internationally successful concept what is truly yours? 1

Customer subscribes on trulyyours.nl (monthly and yearly subscriptions as well as gift subscriptions available, € 12,95 a month) During subscription process, customer fills out beauty profile Customer receives monthly box, including leaflet with additional product information Customers are encouraged to visit trulyyours.nl to earn reward points by posting product reviews and filling out surveys. Also, the blog offers news, trends, expert advice and videos about beauty products Customer can redeem reward points when buying full sized beauty products in webshop how it works 2

3 why truly yours? Key consumer and buyer trends Orientation phase has become more elaborate and moved to online Recommendations of other consumers are a critical factor in buying decision Conversation on brands takes place in online communities and social media, with a central role for ‘experts’ like beautybloggers Key advantages of the beauty box concept Direct and recurring interaction with the consumer instead of one-off, one-way traffic Deeper and more continuous (buying) relationship with the customer Lower cost and higher reach potential Improved targeting of consumer segments that have a demonstrated interest and willingness to purchase the product Seamless integration into social media (liking, retweeting, viral ‘unboxing’ videos)

focus points 4 Product High quality products & image, value for money Differentiated subscription models to facilitate both low entry barriers and loyalty/ lock-in Personal and local approach Marketing Compelling brand/great website Online marketing excellence (performance based, targeting the right audience) Social presence/your online beauty editor/word-of-mouth/ buzz Negotiating deals with major players (Hearst/Sanoma and fashion brands) Sales Work with the right brands In depth relationship with brands focused on getting from sample to sale Right amount of samples for the market Logistics High quality; reliable & professional partners Scalable solutions (in volume and costs)

truly yours moodboard 5

truly yours universe: when? special edition boxes (male-, summer-, VIPbox) community blog (news, product information and expert advice) webshop consumer data (targeting) rewards and loyalty program Q start of 2012 end of 2012

service for you 7 Sampling with no distribution costs Customized surveys to gain consumer insights On site advertising and editorial content

truly yours team 8 Marte Kau Former editor-in-chief of glossy women's magazines at Hearst Magazines NL (formerly Hachette Filipacchi Media) Daniëlle Heerkens Former sales & sponsor manager at ID&T, marketing & sponsormanager at Modefabriek Roderick Martens Manager Nu.nl at Sanoma Media (former head of online marketing at Sanoma Media) Harm Jans Logistics project manager at Bol.com Erik Rutten Consultant at McKinsey + Editoral staff, IT, designers

contact 9 Marte Kau, CEO Danielle Heerkens, sales manager