1. Regional TV Effectiveness Study 2008 Personal Care: Impulse Higher regional popularity and response to TV means regional represents 40% of national sales Regional share grew by c. 20% in response to TV Impulse sales in regional NSW equal Sydney Further growth opportunities in regional and ROI 3 times rate from metro TV Main findings

2. Regional TV produced higher brand share growth during 2008 4 W/C Period Lynx share of total sales vs. TV Spend * Weeks ending 24/2/08-18/5/08 Source: Scan Data (4 W/E 16/9/07 to 20/7/08) Coles /Woolworths/Bi Lo (Excludes NT) 000s 2007 TV spend: $35k RTV share: 0% 2008TV spend: $1.2m RTV share: 14%

3. Total Impulse sales for Sept 2007 to July 2008. 40% of national sales from regional markets Total Impulse sales: Sept 2007 to July 2008 13.9% 18.0% 14.1% 5.5% 8.8% 7.4% 6.4% 6.2% 11.1% 2.6% 5.7% Source: Scan Data (4 W/E 9/9/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)

4. RO 3 I x Regional TV delivered three times the rate of return on TV investment vs. metro

5. This case study is available for download at: www.regionaltvmarketing.com.au For a more detailed presentation of this case study or to arrange a case study for your brand contact: Regional TV Marketing @ 02 9929 2112