- How packaging helps to create and build a strong brand - Researching and gaining insights into trends, men’s emotions and behaviour to design “must have” packaging - Expanding internationally and ensuring your packaging translates across cultures - Creating packaging that attracts attention and motivates buyers to pick up your product in retail outlets A presentation by Simon Duffy - Founder - Bulldog Natural Skincare

1. Simon Duffy
November 2012
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2. Introduction To Bulldog
Section 1
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3. History
We founded Bulldog in 2006 and launched exclusively with Sainsbury’s in
July 2007
Background Mission
To build the most exciting male grooming
brand in the world
Male
Natural
Grooming
• Two outsiders to the category
• Firm believers in natural ingredients and an ethical approach
• Bulldog now stocked worldwide
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4. How Packaging Defines A Brand
Section 2
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5. Natural Brands Are Not Focused On Men
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6. Brands Swim In A Sea Of Sameness
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7. Too Much Of A Unisex Compromise
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8. Mainstream Brands Get It Wrong
There is a lack of imagination in the male skincare category
Commoditized View of Men Generic Approach to Marketing
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9. Bulldog Has A Differentiated Offering
We believe that we are uniquely positioned within the world of men’s
skincare and that we introduce new consumers to the category
Natural and
Unisex Compromise Shave Heritage Active Men Straightforward
• Famous feminine • Traditionally offer • An outdoors/sporting • Clearly masculine and
skincare expertise shave products, but focus with designed by men for
offering “For-Men” have entered skin in environmental men
variants an effort to build interaction as a key
regime theme • Strong view on
• A very crowded part of ingredients and with
the market place • For a long time these • Lack the expertise of very clear values
types of products have the unisex brands, but
• For a group of disappointed through also fail to offer a • Easy for men to shop
shoppers this is poor performance and perspective on and understand
appealing confusing multiple ingredients
• How far can it stretch? packaging iterations
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10. Meet The Bulldog
There were hundreds of male grooming products out there, but for us
they just weren’t cutting the mustard
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11. Man’s Best Friend
Connect with
men by being
masculine
and strong
Need a
The reality of
personality to
the category is
engage with
that it must be
men
Man’s caring
emotionally
Best
Friend
As an ethical
company we Concerned
must at all about what
times be you put on
reliable and your skin
responsible
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12. Ingredient Quality
At Bulldog we have very strict controls and policies in place that govern
our use of ingredients
The Very Best Natural ingredients Commentary
• Bulldog products never contain parabens,
sodium laureth sulfate, artificial colours or
synthetic fragrances
• Instead, Bulldog products are packed with
essential oils and other natural actives
• We have only ever used naturally derived
surfactants and are committed to ongoing
product improvements over time
• All ingredients suppliers must confirm
their commitment to the integrity of their
raw materials including their lack of
animal testing
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13. Openness and Transparency
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14. Third Party Awards & Accreditations
Bulldog continues to win key awards and accreditations
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15. Meet The Bulldog
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16. We’re Still Learning
Section 3
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17. Development Of The Look And Feel
We have consistently improved our packaging and the presentation of
our brand over the last four years
Gen 1 – July 2007 Gen 2 – July 2008 Gen 3 – January 2011
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18. The Bulldog Range Today
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19. Moisturiser Is Our Focus
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20. The Route To International Expansion
Section 4
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21. Bulldog Is Growing Strongly At Home
Our goal in phase one was to focus on our home market and build a
sustainable platform for international expansion
Men’s Facial Products Value Growth last 52 Weeks
40.0% 34.6%
30.0%
20.0%
10.0% 7.1%
2.5% 1.0%
0.0%
-10.0%
-20.0% -17.5%
-30.0%
Bulldog Nivea Market L'Oreal Gillette
Source: IRI sales data for 52 weeks ended 8 September 2012
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22. Selected Retailer Launch Timeline
July 07 July 08 Aug 08 Feb 09 Feb 10 June 10 Sep 10 April 11 Oct 11 Feb 12 Mar 12 Nov 12
United Kingdom
Sweden
International
Sweden USA
Norway
New Zealand
Sweden
Germany
Spain
Australia Denmark
Australia
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23. Bulldog Natürliche Hautpflege
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24. Creating Packaging That Attracts Attention
And Motivates Buyers
Section 5
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25. Example Shelf Plans - UK
We are well distributed in the UK across quality mainstream retailers
Waitrose - Grocery Boots - Health, Beauty & Pharmacy
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26. Example Shelf Plans - USA
Bulldog launched in one Whole Foods region in June 2010, and is now
found in every region
Whole Foods, New York Whole Foods, Boston
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27. Example Shelf Plans – Spain & Australia
Spain and Australia are our two newest export markets.
El Corte Inglés, Madrid Woolworth’s, Melbourne, Australia
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28. Example Shelf Plans – Sweden
Bulldog is very well established in Sweden and we will be expanding
across Scandinavia during 2013
Kicks, Stockholm Apotek Hjärtat, Gothenburg
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29. Brand Building Through Packaging Ideas
Section 6
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30. Other Opportunities To Tell Your Story
Seasonal is a key selling period in the men’s skincare market that
presents a number of challenges and opportunities for small brands
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31. Using Our Pack As A Marketing Platform
Our Original Moisturiser is our best seller and we have used this product
to celebrate good causes or empower brand partnerships
Dave TV Channel British Legion Poppy Appeal
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32. Alternative Distribution Ideas
400,000 men shop in Burton every week.
Bulldog display units by the tills Burton Menswear UK
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