TREAT YOUR CLOTHES RIGHT CLEAN, MAINTAIN, AND RESTORE WITH NOVOZYMES

2 AGENDA How to treat clothes right? Market and consumer insight Proof of concept Get new brand claims Conclusion

3 AGENDA How to treat clothes right? Market and consumer insight Proof of concept Get new brand claims Conclusion

Novozymes’ solution give clothes longevity 4

5 AGENDA How to treat clothes right? Market and consumer insight Proof of concept Get new brand claims Conclusion

What do consumers want from their detergent? 6 "One in three working women recognize that they ruined some of their clothes in the wash over the last year.” Source: The Wall Street Journal They want a detergent that does more than clean – it also cares They are cost conscious and want their clothes to last longer They want something that’s good for them, their clothes, and the environment

Modern living demands new lifestyle and aesthetic claims 7 Laundry enzymes have conventionally been used to improve performance, meaning cleaning and stain removal with increasing effectiveness on stain types such as grass, blood, or sweat. As markets have matured and competition intensified, brands have looked at adding more aesthetic or lifestyle-orientated values to their solutions. Source: Euromonitor 2010

The trends challenging whiteness globally 8 Popularity of liquid detergents vs. powder is escalating the whiteness challenge as liquid detergents do not contain bleach Traffic and air pollution is increasing worldwide, leading to more dirt on clothes Less water is used for washing, leading to relatively higher soil load Lower washing temperatures make it hard to offer desired whiteness Number of product launches with whiteness claims are rising Source: Mintel gnpd,

BASIC LAYOUT Use: This is the basic slide with no extra Novozymes graphics added. Edit Layout: Click Layout in the top menu Home. And choose between +30 different layouts. Edit Header and footer: In the top left corner you find Slide no., Date and Header. Change settings in the menu: > Insert > Header and Footer BASIC LAYOUT Use: This is the basic slide with no extra Novozymes graphics added. Edit Layout: Click Layout in the top menu Home. And choose between +30 different layouts. Edit Header and footer: In the top left corner you find Slide no., Date and Header. Change settings in the menu: > Insert > Header and Footer guide Color care is one of the most popular claims for fabric care products 9 Fabric care products launched globally in 2011 Source: Mintel gnpd, 2011 Color careNaturalWhitenessStain removal EconomyOdor neutralizing HygieneCompactFragrance freeLow temperature Speedy

Whiteness, brightness, and color care claims are gaining popularity 10 1 Ariel Actilift Europe 2 Persil Color- Gel Europe 3 Cheer BrightCLEAN US Actilift formula helps smoothen fibers so that dirt can be removed easily Protects colors, even when repeatedly washed, with long-term color protection for bright and lucid colors Fights dinginess, leaving whites and colors clean and bright in just one wash

Three products that care while they clean gain market share 11 1 Ariel Actilift Europe 2 Woolite Dry Cleaner’s Secret US 3 Tide Total Care US In the first six months of the launch of Ariel with Actilift in Europe, P&G saw an increase in market share by 2% points to almost 28% Sales of Woolite Dry Cleaners Secret went up by 693% for the 52-weeks ended 1 November 2009 In 2009, Tide Total Care sales surged by 350% despite the recession Source: Happi Magazine, July 2010Source: Happi Magazine, January 2010Source: IRI data

Using fabric care enzymes to gain market share 12 Kao’s Attack, was one of the first brands to base claims on cellulase technology. It introduced cellulases in Japan in the late 1980s. Cellulases provided solutions for oily stains and fabric care for cottons. The brand claim built on convenience helped establish Attack as market leader despite a price premium of almost 50% and transitioned the category from functional (cleaning) to aesthetic (fabric care) and lifestyle (convenience). Case Story Kao Attack Japan

Cotton is king! 13 * Food and Agriculture Organization of the United Nations and International Cotton Advisory Committee Cotton is one of the most popular fibers used for apparel Over 40% of apparel around the world is made with cotton fiber*, meaning most laundry loads can contain at least 40% cotton Novozymes’ whiteness and color and fabric care solutions are cellulases Cellulases act on cellulose (cotton fibers) and are essential in order to deliver fabric care to a large percentage of our clothes in the washing machine

Our solutions clean and care 14 1 Primary detergency 2 Secondary detergency Novozymes Celluclean ® and Celluclean Classic enhance cleaning by preventing soil redeposition Celluclean offers whiteness and brightness by smoothening fibers Novozymes Carezyme ® removes fuzz and pills to offer color clarity Carezyme rejuvenates dull and tired looking clothes ++ A detergent that cleans, improves whiteness, cares for color, and rejuvenates = =

15 AGENDA How to treat clothes right? Market and consumer insight Proof of concept Get new brand claims Conclusion

Novozymes Celluclean ® improves whiteness in a Chinese powder detergent 16

Novozymes Celluclean ® improves whiteness in a Chinese liquid detergent 17

Novozymes Celluclean ® improves whiteness 18 Wash conditions: 30°C, 250ppm (14°dH), Panasonic machines with 7 g carbon black/wash, Chinese liquid detergent dosed 1 g/L, +/- 0.2 wt% Novozymes Celluclean ® 5000L.

Novozymes Celluclean ® maintains color 19 Wash conditions: 30°C, 250ppm (14°dH), Panasonic machines, 7 g carbon black/wash, Chinese liquid detergent dosed 1 g/L, +/- 0.2 wt% Novozymes Celluclean ® 5000L.

Novozymes Carezyme ® removes fuzz and pills 20 Wash conditions: 30°C, 250ppm (14°dH), Panasonic washing machine, 1 g/L Chinese liquid detergent, 20 wash cycles, +/ wt% Novozymes Carezyme ® Premium 4500L. Detergent Detergent + Carezyme

Novozymes Carezyme Premium ® enhances color clarity 21 Wash conditions: 30°C, 250ppm (14°dH), Panasonic washing machine, 40 g Chinese powder detergent /wash, 20 wash cycles, black and blue preaged textile, +/- 0.8 wt% Novozymes Carezyme® Premium 5000T. Wash conditions: 30°C, 250ppm (14°dH), Panasonic washing machine, 1 g/L Chinese liquid detergent, 20 wash cycles, EMPA253, +/ wt% Novozymes Carezyme® Premium 4500L.

22 AGENDA How to treat clothes right? Market and consumer insight Proof of concept Get new brand claims Conclusion

Cellulases offer many benefits to consumers 23

24 Examples of new product concepts with cellulases

Marketing services 25 We can work with you to put together new and interesting claims and campaigns based on our whiteness and color and fabric care solutions in your formulations.

26 AGENDA How to treat clothes right? Market and consumer insight Proof of concept Get new brand claims Conclusion

Summing it up 27 Consumers want their detergents to do more than clean – they want them to care for and keep their clothes looking like new Whiteness and color care detergents are popular Fabric care products are seeing a boost in market share – even during a recession Consumers are gravitating towards new and unique claims Novozymes offers whiteness and color and fabric care solutions that improve performance and allow you to make new claims

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