!"#$%&'()*+ -./01234567 58598:;<=>?5;@i;<7=B5CD<EF1234GC< AGENDA 981HI8H364J:86:HKL468:38H6:1MH1NH6 BRI$FR$C() j 5 OPQRS.TUVWXYZ()[\ ]^_`abcdefghijS.fi STRATEGY 268lH::8H7N mnjop*+0qrhstuvwxyz[|] ၾᩇᘏᵱ ᒋ ߝԥ 268lH::8H7N~ÄÅÇp opÑ()çiéèêëíì`îïñEGCió ÉØopÑ()∞Çär±≤çi≥¥µ∂∑∏°∂π ∏°∂∫∏ªºΩ∏ #$%&'$()*+,-./012($ PRODUCT KEYCLAIM ఌᡂԥ ᆇՄ+ᔲᛘ SK-IIᐟ՟+य़ᕁኒ ส᭐+ಯᘌ IPSAԥ ᖌᑞ+ᆇՄ Olayಯᔥԥ ಯᔥ+ᗦጮ PMPMጮຂᶂԥ ಯ࿔/ಯᘌ+ᤑط HBNݎطԥ ᆇՄ+Ⴈᕖ ཾᦸᄓቊቐԥ ᥑἓ᭐ط هᠮຄطԥ ಲط+Մጮ ᨕᵨطຎኚកԥ ಯ࿔+ٺἎ Olay໘ᜰԥ ໘ᜰᙄ҅ಯᔥ+ಯطᘌ+ಯ࿔ òôöõúù~.pjü†ÄÅù')p°¢£p§ •.òôöõ¶ßçi®©j*+r™´çi¨©≠Æ 98*+ÉopÑ()ÖÜáàâÇärãå*+,-./01234 IMPLICATION Jæø83Hù¿¡¬√ƒJæ316551J:H717K ᒋߝ ԥ 268lH::8H7N•≈∆Çp 35680:<=>'?@ABCDEFGHIJ æ56L•‹•‹›Wfiµfl‡/·‚„‰Â≠op?∂ ∫ÊÁ◊ërËÈÍÎ[| «»…≠ÀÃÕŒœùòôö–—Š©±≤≠jS .r”‘’÷Ω◊냃S.⁄¤ 98*+Ï567889:;r[gÌÓfi IMPLICATION Jæø83HùoÔÒùÚ•‹•~çiê≠wxÙıˆ≠˜¯z∏˘ƒÚ˙î˚¸L•~o˝êp˛ˇ˘ 268lH::8H7N3A#Çp KL$MNOPQRS'TUVW0XYZ[\[] òôö %«ü&'()*¶+î,Ç /.0éƒ1≥¥µ|234•.56Ñ&'337.86Ñfi93:8.5;6/ 98*+Ï©g<=>?@AB.CDEF IMPLICATION Jæø83HùÚ•‹•~<=op>p?@ˇ˘ 3æ22J48173145HJø2268L ^_`a0bcde'fg^hi.bcIj ÄÅÇp ≈∆Çp A#Çp opÑ() ∞ ãåuvABj /01234 Benefits 567889:; [gÌÓfi RTB ©g<=>?@ABjCDE PROCESS æø8æ44æ8:ø71:L HI/.JU°òôöK⥠LM981KN:8HMH65*+OPâ] ∂πÑ∂∑∞pQ ∂πÑ∂Q∑∞R) 3æ24H:1:æ86765LJ1J klmno%&pqrs'jtu55vwx0yz[6|]T~ ~S•:3‹34 yzÄÅ ()∞TA op∞UQ ∂∫∞() ᖌᑞ/ᤑ水/嫩g∂j∑Rklm°∂∂o ()∞∂∑ ›VWX≠¬+¿¡¬√.YZ[\B›VW]S.^_›VW]`abcdefghi :651IH:8ø:N jtnÇÉJÖÜá'ÜáàâäãåFçJÄèQã qäYrstu -zÕ[|] üvwxy ṛӾғ7ᅩ᩸ଥ12ᅩᆡᅌ፻ᥧ !#ᆪज़ἓ/ᙋᦞ# ṛӾғᷣझ/ࢧਹݰᷳԩݐᳵ॔ԟ !#ᷣझӧঅݰ҅ᅩӻक़ܕ# ߥٖړဥ ᭜౮ጼᙐຂଢ଼҅ᔋᔧิဃݎἎ ᔳक़ᕚഖօᛘ፥ጼᕡᙱय़ᰁࣕྒդᨀᔯԤ ୵౮ἓᜋᔰࣁᙄᙐႮ੶ᔴᑌ ঀጱෛᴯդᨀ෭Ⴙӥᴳ 1.ߥἓᜋᔰഭڊ 2.ଳ෯ᨶہᚙᖨౌ NH8NHJ18HNH7N9H7HI1: ëíìîïñFv'JKLòöõúùûü†Ü°¢ ᬦ݄ጱ౯a.k.aቘమጱ౯ ü§ /£ ᧔کํ᭐กଶጱ᚜੪ᇻᇻஞۖ҅ጮᬪԒ᭐กጮဌํᅩ/ἓጮ१ᒵᚍӳᥜफࣁᙄᙐᤒᶎ •¶ ᕍॠᆐຨՄط၂҅ᙐᜋՄጮ࣐۰ӧิဃ҅ӧᅌطӧᗦ᷏ ÅÇ=¿ ሿࣁጱ౯a.k.aᆌᡤጱ౯ ~› ੪ᓒᔰᶎ๖ॠԞᬮฎ৲৲ჶჶጱ᚜҅ճ֡؉ԧᐃጼ ຨᆌ҅ൾӤ݄ጱ҅ဌํᳮݗဌํዲዲဌํډڈ NH8J:8øKK5HÉJ6IH:L?HII1363L ß®©™´'J¨≠ÆLUØ#è∞\lã'M±≤≥¥ cd9def.gLh78ijklT.gLmn GHIJKL89MNO.PQRSTU78 VWXYZ[Y\]^_T`ab ÑÖܺopS.áà QÇÇ Ñ*Q^\ëíÒì âäãåçéµèo/îrïñóòÒz µ∂∑ ùπ∫ª¢ Jæø83Hù2æ9öXÚ•‹•~›74õèo\Búùûę˘ƒ ºΩæø¿¡Ω¬¿ΩΩ√ƒøæ≈ƒæΩ≈∆«»¡ ENDBENEFIT †åM~S¢j ü§œ./0m SAFETY †åh–Çã— á&'Õ1 ü÷‘’ü◊ÿ /÷∑•É◊Ÿ “”‘’ –Çlm EFFICACY †åhØ#(8 cáèoÇK …ÃÕ …8Œ 3æ22ø7136:1æ7lHL2HJJ6KH ཾឯᵝقෛᛙส᭐ԥॺᤰ )~S∞›T®XYZ()Ç*+ ᴺᕚᕆපຎᑞྍ৲ᙐ̵᭐ط̵ᆇՄ ৲ғᯢ৲ᙄᤒ ᭐ғဳطفᙄବ £§Ç•¶* 3XSᯢᯈොTEPᚴ éQ()+ß 2 ᅶSᯛᚄTEPׁظग़ࢩ ݄ᨶᕡ৲ᙄᙐ 1ᤑᆇᙐ ץಷᙐᜋᙄବ᭐Մ ץಷᙄᙐஙኞᇔᵑಽகक़ኴօਸ਼ CREATIVE ᬯঀኞԅଗٳጮጺጱᙄᙐ ՞ڊӧۘێᰂ ᩼᩼ಷᙐጱժ ፡౮ړ҅ᥝํප҅֕ӧᥝگᄶ ፡ۑප҅ᥝጮጺ҅֕ӧᥝጮጮ ժႮᎣํط၂᭗᭐กՄఽጱᇫா ฎ؋̵଼ᗦԇጱጮ ᛙส᭐ԥ ᭜>৲ᙐ+ᆇՄ@ොᑕ ԅಅํ᭄᭗᭐ጮጺጱঀኞჅ৲ᙐ̵ᑞྍᆇՄ ཾឯᵝᛙส᭐ԥॺᤰ ᕡᙐᆇՄԥ႖ ӞಾᆇՄ طৼ৲ᙐᛱྯ෭ᅆဳ ᯢᆇՄᔜ Ӟೌ৲ᙐ ᔄ܅ᗦภڬᯢ ԥᆇᚆྲطৼᅆဳᙄᙐ৲ک᭐طᑞྍᆇՄ PRODUCTKEYCLAIM ဳطᆇᙐӞೌ৲᭐Մ %$&K83 ᯢӤᴣᑞဳᆇՄ ᯢᆇՄقᶎ৲ᙐ ᓕἶӥഩഴᴺᕚᕆᆇՄض৲ᙐٚطӷྍᆇՄᆇՄ৲ᙐೌڊဳطᙄ NICKNAME ဳ৲+ဳطԥ Ӟೌᕡ৲҅ӞೌᆇՄපຎےԙ҅ইطৼ৲ᙐقᶎᅆဳ ภೌڊᴺᕚᕆ৲᭐Մጱ๋֯ᕟݳ—— ဳطೌ NICKNAMEBACKUP ԥॺᤰ ᛙส᭐ᯢᆇՄᔜ ᛙส᭐ᕡᙐᆇՄԥ႖ ᩻᭐ԥ ᭐৲ኒ ᭐طኒ طԥ ৲ᆷ طԥ طሾԥ ৲ᙐطሾኒ ᆇᙐطሾኒ ᆇᚆԥ ᔄ܅ᗦڬᯢኒ طৼՄᙐԥ COREEQUITY ᔄ܅ᗦᯢᯈො ṛᑀದᆇՄದ MESSAGEHOUSE PRODUCT ᛙส᭐ᯢᆇՄᔜ̵ᛙส᭐ᕡᙐᆇՄԥ႖ CONSUMERINSIGHT ᥝํප౮ړ҅֕ӧᥝگᄶҔᥝᆇՄ᭐ጮ҅ӧᥝጮጮ PRODUCTUSP ᔄ܅ᗦṛᑀದ҅Ⴥ৲ᙐ҅ᑞྍᆇՄ҅ᦏᙄᙐ؋଼᭐ጮ KEYCLAIM ဳطᆇᙐӞೌ৲᭐Մ SKINBENEFIT ᯢ৲ᙄᤒ·ဳطՄᙄବ·ᑞ֘ᙄᵑ RTB ᔄ܅ᗦภڬᯢӞೌ৲ᙐ طৼ৲ᙐᛱྯ෭ᅆဳӞಾᆇՄ TONE&MANNER ACTIVATIONIDEA ཻᬨសԁཾឯᵝဳط63$ܨڰ൭ಋဳطೌ ސᆇՄԏ҅ೌڊဳطᙄ COMMUNICATIONSTRATEGY PHASE1AUS-SEPPHASE2SEP-OCTPHASE3OCT-NOV AWARENESSEDUCATION+ENGAGEMENTCONVERSION+SALE ဳطೌဳطೌဳጮਹ෧ ࢻਂ᠏ ԥෛߝෛกจḒݎଃۖۑපරᙙ ᣟݳUGCग़࣋วᅩ ᘸᆌ ق࿆ᆷݎ กจ/Ԫկ/ኴ/ۖᒵग़زපଫقଘݣᘸᆌၞᰁ ၞ य़තۆ ဳጮਹ෧ᬳଃఌސᴺᕚᕆᆇՄԏፗڋᨵߝᲀࠓ ဳط63$ḅփඎᜓॵ 3+$6(13+$6(23+$6(3 ဳط63$ḅᦶ០ӱဳط63$ḅᕚӤྋୗ០ӱဳط63$ḅقᕚ᭗ ဳطೌՄፘʼnဳŊێၞᰁ฿طѺ #ဳطᙄፗೌ#ʼnဳŊێ्ᰁᆷᏈѺ ဳطೌᴺᕚᕆݳ֛ʼnဳŊێᲀᰁ٫ᶮѺ 1̵กจxԾߝvideo฿ط2̵ੜᕁԡሲضሻ“ೌ” 3̵̽ဳطೌᎸᑪጮጼԡ̾ӫਹࢫ౮ړ̵ۑපᐿក 1̵ဳطSPAḅ០ӱ҅ဳطೌӤᕚ 2̵قᗑ#ဳطᙄፗೌ# กจݎ᩸҅KOLളێ҅UGCݎᯟ 3̵ཾឯᵝxLGIPݳ֢ғ ဳطೌᗛ፳֦ 1̵ਥොဳጮਹ෧ဋ᭗ ᭜ᴺᕚᕆᆇՄಷᙐၞᑕ 2̵ᕚӥဳطSPAḅ០ӱKOLᕟࢫ֛ḵᆇՄԏ 3̵14ॠፗඎKOL࣋วᄍᕩଃᨵ ᦶ០ӱ 3+$6(1 ཾឯᵝਖ਼൭ಋᐟᑃԆቘՈ ᅾᅙقḅ๋Ꮭ໐ጱńńဳطೌ ԅဳط63$ḅྋୗ០ӱ᭜۠ ڂਫێᆇՄᙄᙐጱཾឯᵝဳطԥ ୮ᆐᥝ൫ݶํਫێطጱกจ ౮ԅଙՈጱ̿ဳطೌ̀ ଃ՜ժݎሿᛔ૩ጱՄᅩԅՈኞڠ᭜ๅᘋ፲ጱط ཾឯᵝ๋֯ဳطೌ ّဳط63$ḅԆቘՈ ୟภ ํ৲᭐طጱଙᙄᙐๅฎᛔݎطጱਪᡐካ ᢢչग़ଙᑞྍᆇՄᄍದํᶤጱෛኞդਫێᄍާ౭᯾ฎ᭄፥ቘጱʼnॊ”౭क़ฎၚێࢥጱʼn᭄طᘏ” ̽ᥧᯯଙդ̾ጱᴯଙ ̽ԗਹጱدঀ̾ጱԗԫ୩ ̽ᳩፘ̾ࣁೌ҅ᆷྃᄟᨶ ཾឯᵝ;ୟภݶ̿ೌ̀Ծߝᥤ᷇ กจ۸ߝᇈጱ๋֯ೌ᭗ᬦဳطೌጱೌӞೌ֢ۖ ଃڊԾߝጱۑප҅փᬡᛔݎطጱாଶ STORYLINE ๋֯ೌ ᕞԟਰ҅ୟภᇿᛔӞՈ፡ۂӞӻᅍᜋቲ֓ቖ჻ᬰኮᶎ ՜ಋӞೌ҅ቲ֓ቖᤒᶎݒطჶԧ ᳒१ᆙک՜ጱ᚜҅ᕡ৲طჶ ՜ᘉԧپᶭۂቲ֓ቖ݈჻ک፲ڹ҅՜ಋӞೌ҅ቲ֓ቖጱ᷏ᜋݒၠԧ Ӟ᭲طࣁ՜᚜Ӥ҅ᙄᙐᆇՄ᭐ط Ӟೌ̵݈Ӟೌŏŏᅍᜋቲ֓ቖႹႹݒطჶ᭐ጮ ๋ݸڊሿဳطೌ̶ 92 ᚈ୧ጱײฎනձἠႨᬮฎ᪙Ӥᜓೌڠ᭜ંԭᛔ૩ጱط Ӟೌဳ৲ ภڬᯢჅ৲ᙐᬯӞೌ৲ک᭐ط ӞೌဳطইطৼᅆဳقᶎᆇՄᬯӞೌՄکݎط ৲ᙐ+ᆇՄӞೌܨݳ ཾឯᵝقෛဳطೌӞೌ৲᭐Մೌڊဳطᙄ ๋֯ဳطೌѺ᭜۠ሻ̿ೌ̀Ѻ ੜᕁԡሻᜰୗೌ᚜҅#ཾឯᵝဳطೌ ೌ᚜Ӥփੜᕁԡᛔೌ՜ೌ̵צೌիೌ̵؎ೌፗೌ᮷ݢ ଃᦾ᷌#ဳطೌ#݇Өၚۖಶဳطೌ֛ḵᤰ&սణڭ ཾឯᵝ;ᗦԇץᤈ 1ӻ̿ဳطಷᙐ̀Ꮈᑪ᧞᷌ 1OOӻӫӱጼᙐ܅ኞ+౮ړಷᙐؾ 1OOᕟ9l6l$ጼᙐ༄ၥըྲਫḵ 1ॺᥴຉڬᯢᯈොဳطቘᦞ ਫᦤ̿ဳطೌ̀ۑප ̿ဳطಷᙐ̀Ꮈᑪ᷌ Ꮯᒈӷय़Ꮈᑪଶ݊ොဩ ቘᦞᎸᑪ ̿ဳط̀ᑀದ+౮ړ ྲᎸᑪ ਫᦤ̿ဳط̀ۑප ̿ဳطಷᙐ̀Ꮈᑪ᷌ 100֖ӫӱಷᙐᎸᑪާአ9,6,$ጼᙐ༄ၥը ༄ၥֵአဳطೌڹݸጱᙄᙐᇫ٭ ౮ړۑපӷय़ଶႮفڽຉԾߝ ̿ဳطಷᙐ̀Ꮈᑪጮጼԡڊᅖ ᑃဳطೌጱಷᙐොᑕ ဳط63$ḅᕚӤྋୗ០ӱ 3+$6(2 አӞ࣋ᷚᶍقᗑጱ #ဳطᙄፗೌ# ᦏྋୗܕጱဳطೌӞᅣᘒᕁѺ ᩹ᅾኴᏈࢻ ൭ಋෛೌ҅ᦏဳطᙄٚՄӞଶѺ ኪࠟӤᕚဳط63$ḅ ྯॠ׀ᴺᕚᕆಷᙐ֛ḵ %$&.83ғဳطᗦᙄಅ ̿ဳطᅌ̀ᐑፋ:ᑞဳطሾᙄ ဳط*:3ғʼnဳێŊೌڊطሾᙄ ᤑط۸ঊ᳒ ࿎ࢱᅌطሾज़ᅌᛔೌᤑطᅌ #ဳطᙄፗೌ# ᅩᕚᶎಘවᕚୗᏈࢻ กจńK2/ńय़ռ กจਯ:ड़৲੪ೌѺ #ဳطᙄፗೌ# กจݎ᩸ق࿆҅قᶎၞᕚӤဳط63$ḅ#กจ ெᓒฎဳطᙄҘӧݝฎᙂ፲ݢᥠጱ৲᭐Մ҅ ৲ک᭐طฎṛहኴѺ ֦ड़৲ड़ՄހҘ ളݑ౯ጱ#ဳطᙄፗೌ#ހҘบڊᛔೌᆙᙄᙐ༄ၥᕮຎ҅ӞᥠṛӥѺ ݱ᪠K2/ളێᬨ ᜰୗፗೌํဳطೌ੪ᑞԧ .2/บ9,6,$ጼᙐ༄ၥըྲኮᶎ҅ᐿកဳطೌ භఽᙄ/ڬᯢՈᗭ ֵአ෫ܴێဳطᙄᑞԧ ቘమӨሿਫํ૧᪗Ҙ ဳطೌᦏဳطᙄᑞԧ ဳطೌֵአ%&$ ဳطᙄᑞԧ ଶӞғᦊ፥ࣳ ଶԫғݺབࣳ ଶӣғਫḵࣳ ࣁ᭄ဳطᙄঀᘸᵞጱᴣࣈ ᘸռፗೌ৲᭐ՄѺ ݶӞӻ#ဳطᙄፗೌ#҅Ԟݢզํӧݶጱሻဩ #অบဳطᙄ