All content copyright © 5one All rights reserved. Confidential. Revlon: Charlie Targeted Coupon August Cashback ClubCard Mailing Post-Campaign Report

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 2

All content copyright © 5one All rights reserved. Confidential. Introduction 149,984 ClubCard customers targeted utilising 5one’s targeting tool Campaign period: 16 Aug 2010 – 18 Sep 2010 Both Current and New customers targeted: Eye Shadow 8 pan palette 74,678 Current shoppers 316 New shoppers Eye Pencils 70,424 Current shoppers 4,566 New shoppers Offers tested: R10 off when you buy 2 or more Charlie Cosmetics Eye shadow 8 Pan Palettes R10 off when you buy 2 or more Charlie Cosmetics Eye Pencils Control group of look alike customers measured over the campaign period 3

All content copyright © 5one All rights reserved. Confidential. The Mailing 4

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 5

All content copyright © 5one All rights reserved. Confidential. Targeted Coupon: Redemption 6 Redemption: customers who bought featured product at the same time as handing in the coupon How many mailants shopped the promoted products? Overall redemption rate is low for both coupons: 0.07% and 0.09% for Eye shadow and Eye Pencil respectively (above 1% is ‘good’ for Current, 0.5% ‘good’ for New) TargetOfferMailedRedeemedRed. Rate New R10 off Eye Shadow74, % Current R10 off Eye Shadow % TOTALEye Shadow74, % New R10 off Eye Pencil70, % Current R10 off Eye Pencil4, % TOTALEye Pencil74, %

All content copyright © 5one All rights reserved. Confidential. 7 Targeted Coupon: Response Response: customers who bought featured product regardless of whether they handed in the coupon A more accurate metric for campaign success as the coupon acts as both a discount and marketing message. Overall response rate is poor: 0.11% and 0.16 for Eye shadow and Eye Pencil respectively (above 2% is ‘good’ for Current, above 1% for New) Driving 181 new shoppers to the brand TargetOfferMailedRedeemedRed. RateRespondedResp. Rate New R10 off Eye Shadow74, %790.11% Current R10 off Eye Shadow %10.32% TOTALEye Shadow74, %800.11% New R10 off Eye Pencil70, % % Current R10 off Eye Pencil4, %160.35% TOTALEye Pencil74, % %

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 8

All content copyright © 5one All rights reserved. Confidential. 9 9 Incremental Shoppers TargetOfferMailed Mailed Resp. Rate Responded Control Resp. Rate Incremental Shoppers % Incremental New R10 off Eye Shadow74, %790.0%6886% Current R10 off Eye Shadow %10.0%1100% TOTALEye Shadow74, %800.0%6986% New R10 off Eye Pencil70, %1020.0%102100% Current R10 off Eye Pencil4, %160.8%00% TOTALEye Pencil74, %1180.1%10286% Overall 86% of shoppers incremental Incremental analysis shows how total mailed responders would have shopped had they not received the mailing – essential in understanding actual effect of the campaign. How many shoppers were incremental?

All content copyright © 5one All rights reserved. Confidential. 10 Incremental Units How many more units were purchased? 86% of eye shadow units purchased incremental 100% of eye pencils incremental TargetOffer Total Mailed Units Incremental Units % Incremental New R10 off Eye Shadow846986% Current R10 off Eye Shadow11100% TOTALEye Shadow857082% New R10 off Eye Pencil % Current R10 off Eye Pencil17-0% TOTALEye Pencil %

All content copyright © 5one All rights reserved. Confidential. 11 Incremental Sales How many more sales were achieved? TargetOffer Total Mailed Sales Incremental Sales % Incremental Incremental / Responder New R10 off Eye Shadow R 556-0%R 0.0 Current R10 off Eye Shadow R %R 40.3 TOTALEye Shadow R 596 R 407%R 0.5 New R10 off Eye Pencil R 2, %R 21.6 Current R10 off Eye Pencil R 482-0%R 0.0 TOTALEye Pencil R 2,682R 2,19982%R 18.6 Eye Shadow had total mailed sales of R596 of which 7% was incremental Eye Pencil had total mailed sales of R2,682 of which 82% was incremental

All content copyright © 5one All rights reserved. Confidential. How Did Shoppers Respond at a Total Range Level 12 Because the offer was only on Charlie: Eye Shadow, it is important to understand if responders chose a different product from the Charlie range as a result of the mailing. Again, measuring this against the control group enables us to understand what was incremental How many more shoppers, sales and units were generated at a range level? Targeted voucher delivered better results at a total Charlie level, generating R43K incremental sales This demonstrates the marketing halo effect of sending targeted communication Metric Eye Shadow response Eye Shadow response for the entire Charlie makeup Incremental% Incremental Shoppers801, % Units852,1731,096 50% Sales R 596R 91,100R 43,389 48%

All content copyright © 5one All rights reserved. Confidential. 13 How Did Shoppers Respond at a Total Range Level 13 Because the offer was only on Charlie: Eye Pencil, it is important to understand if responders chose a different product from the Charlie range as a result of the mailing. Again, measuring this against the control group enables us to understand what was incremental How many more shoppers, sales and units were generated at a range level? Revlon Charlie Eye Pencil has done poorly on both a product level as well as on a brand level As a result there was no halo effect from marketing communication Metric Eye Pencil Response Eye Pencil response for the entire Charlie makeup Incremental% Incremental Shoppers1181, % Units1192, % SalesR2,682 R 114,463 R 812 1%

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 14

All content copyright © 5one All rights reserved. Confidential. 15 Immediate Return On Investment : Product level Overall ROI was poor : Eye Shadow has -100%, Eye Pencil has -91% What was the immediate ROI of the targeted coupon based on Incremental sales? *sales through the till ex VAT CouponProduct Range Total Mailed Sales Incremental Sales Production Costs Gross ProfitROI New R10 off Eye Shadow R 556- R 24,895 -R 24, % Current R10 off Eye Shadow R 40 R 105 R % TOTALEye Shadow R 596 R 40R 25,000 -R 24, % New R10 off Eye Pencil R 2,199 R 23,478-R 23,478-91% Current R10 off Eye Pencil R 482- R 1,522 -R 1, % TOTALEye Pencil R 2,682R 2,199R 25,000 -R 25,000-91%

All content copyright © 5one All rights reserved. Confidential. 16 Immediate Return On Investment: Range Level The Eye Shadow range generated R91K and Eye Pencil R114K in total mailed sales Overall ROI for Eye Shadow did better on a range level at 74%, Eye Pencil still has a negative ROI further illustrating the poor performance of the Eye Pencil offer What was the immediate ROI of the targeted coupon based on Incremental sales at a total Range level? CouponProduct Range Total Mailed Sales IncrementalSales Production Costs Gross ProfitROI New R10 off Eye Shadow R 89,916 R 42,781R 24,895 R 17,88672% Current R10 off Eye Shadow R 1,184 R 608R 105R % New R10 off Eye Pencil R 100,790-R 23,487R -23, % Current R10 off Eye Pencil R 13,674 R 812R 1,522 R % TOTALEye Shadow R 91,100 R 43,389R 25,000R 18,38974% TOTALEye Pencil R 114,463 R 812R 25,000 R -24,217-97%

All content copyright © 5one All rights reserved. Confidential. Contents Introduction Coupon Redemption & Response Incremental Analysis Immediate ROI Conclusions & Recommendations 17

All content copyright © 5one All rights reserved. Confidential. 18 Overall campaign generated the following response: Eye Shadow, Redemption rate: 0.07% (56 shoppers) Eye Shadow, Response rate: 0.11% (80 shoppers) Eye Pencil, Redemption rate: 0.09% (68 shoppers) Eye Pencil, Response rate: 0.16% (188 shoppers) Reasonably successful at driving incremental behaviour on Range level: Eye Shadow, Shoppers: 836 (23%) Eye Shadow, Units: 1,096 (33%) Eye Shadow, Sales: R43,386 (4%) Eye Pencil, Shoppers: 26 (1%) Eye Pencil, Units: 85 (3%) Eye Pencil, Sales: R 812 (1%) Campaign Summary

All content copyright © 5one All rights reserved. Confidential Continue to use targeted coupons to invoke re-purchase and gain new shoppers to the brands 2.Test broader offer for customers (less niched / fewer constraints) E.g. R10 any Revlon Charlie Eye Shadow and Eye Pencil 3.In-depth analysis of what the Revlon Charlie shopper looks like, how they shop across the range and what competitor products they are purchasing into Recommendations

All content copyright © 5one All rights reserved. Confidential. Thank-you Nikki Emerton – Account Manager