1 TENA Shampoo Cap For caring, convenient hair washing, put a cap on!
2 Caring and convenient hair cleansingNew TENA Shampoo Cap is pre- moistened with a non-rinse hair washing formula. Comfort and dignity for residents and patients Easy and convenient when hair washing is difficult to carry out No need to add water or rinse with water afterwards With a gentle, relaxing and caring massage, hair is left clean and conditioned Mildly scented leaving hair fresh and pleasant TENA Shampoo Cap is ideal in situations where normal hair washing is difficult or impossible. It is an easy and convenient hair washing solution for residents or patients who are temporarily or permanently bedridden, immobile, or terminally ill. Demented residents who are afraid of water may get very agitated if they get water over their head. For demented residents who are afraid of water, TENA Shampoo Cap can reduce resident stress and agitation and make hair washing a caring and calmer experience for all involved. TENA Shampoo Cap can also be used for newly deceased residents or patients. Title | Name | Date
3 Which residents or patients can benefit from using TENA Shampoo Cap?Ideal for bedridden, fragile, immobile or terminally ill users Ideal for demented users who are afraid of water TENA Shampoo Cap is a waterless way of washing hair. Used as it is or warmed in the microwave and gently massaged on the head, the shampoo cap cleans all dirt, leaving the hair refreshed and clean without any need for rinsing. Washing hair this way means you can maintain the cleanliness of resident´s / patient’s hair using a relaxing procedure. It is a portable, reliable and easy solution in care facilities and professional home care. Home Care Nursing Home Hospital Title | Name | Date
4 A moment of care care for residents and patientsTENA Shampoo Cap is a relaxing alternative for residents and patients with dementia, especially as they often have an aversion to showers. Demented residents who are afraid of water may get very agitated if they get water over their head, running water in the shower cabin or due to the confined space of a shower cabin. For demented residents who are afraid of water, TENA Shampoo Cap can reduce resident stress and agitation and make hair washing a caring and calmer experience for all involved. Anita Strijdveen, TENA Continence Care Advisor, the Netherlands Title | Name | Date
5 TENA Shampoo Cap An easy and gentle approach to hair washingThe slide serves to briefly explain the easy non-rinse hair washing routine. Please refer to the Instruction poster for more detail, including “A few extra tips”. Local markets to use Iocal translation of TENA Shampoo Cap Instruction Poster . Title | Name | Date
6 Caring and convenient hair cleansing at home and in care facilitiesTENA Shampoo Cap Caring and convenient hair cleansing at home and in care facilities PH balanced and dermatologically tested cleansing formula for a skin friendly solution Comfortable, soft and strong spunlace non-woven blend of polyester and viscose fibres Paraben free cleansing formula for a more natural choice Effectively removes EEG gel**, blood , iodine**, and grease Mildly scented leaving hair fresh and with delicate smell TENA Shampoo Cap fulfills the essential safety requirements of Regulation (EC) No 1223/2009 of the European Parliament and the Council of 30 November 2009 on cosmetic products. Info to local markets: Warming up TENA Shampoo Cap is optional. Some customers may not have the possibility to warm the product and may wish to use the product without warming it. If using microwave: Do not overheat to avoid skin burns, and pay particular attention to the elastic band. Instruction is printed on pack (500W, 30sec), always check temperature before usage. ** Explanation to slide info: EEG Gel: Electroencephalography (EEG) is the recording of electrical activity along the scalp with a conductive gel or paste (= EEG gel). The main diagnostic application of EEG is in the case of epilepsy, coma and brain death, tumors, stroke and other brain disorders (source: Wikipedia). Iodine: Antiseptic cleansers used to prepare and clean operating areas (i.e. the head) to reduce the possibility of infection may contain iodine. One-size caps for single-use Can be used at room temperature. The unopened package can also be heated in microwave for added comfort*. Every cap is pre-moistened with the optimum amount of non-rinse shampoo and conditioner for one hair wash * Always follow care instructions on pack ** internal info - see slide notes
7 New TENA Shampoo Cap A non-rinse hair cleansing solutionTENA Shampoo Cap is a non-rinse shampoo and conditioner with a mild fragrance. The one size cap is dermatologically tested and paraben free. TENA Shampoo Cap fulfills the essential safety requirements of Regulation (EC) No 1223/2009 of the European Parliament and the Council of 30 November 2009 on cosmetic products. For internal info: Dermatologically tested products have become standard in the personal care industry, particularly for skin care and cleansing products. Paraben free skin care and cleansing formulations are increasingly desired by consumers as a more natural choice. Some tender customers require paraben free products. Both claims provide reinsurance for end consumers and customers of high quality products Local markets to add local market assortment, article nr etc. if required. Title | Name | Date
8 The next step? Let‘s see it in action.Let’s put TENA Shampoo to the test here in your care home – and start giving your residents and staff the benefits of an easy and convenient hair washing solution Note: A real life test is the natural next step in most situations. Feel free to adapt to your market and needs. Let’s put TENA Shampoo Cap to the test here in your care home – and start giving your residents and staff the benefits fo an easy and convenient hair washing solution. How do we get started?
9 TENA Shampoo Cap Strategic Fit5th Strategic Priority: Extend TENA beyond absorbent products Leverage TENA core strength to extend beyond absorbent products, through relevant adjacent solutions. Launch evidence-based innovative “cost in use” solution that meets a specific customer need Drive penetration and enable continued trade-up to TENA non-rinse products Exploit high growth rates and the increasing acceptance of non-rinse cleansing approach in the healthcare sector Fill gaps in current TENA skin care and cleansing assortment Stretch TENA brand from continence care into daily hygiene. With TENA Shampoo Cap we extend our TENA assortment beyond absorbing products and fill a gap in our current skin care and cleansing assortment. The pack design specifically aims to stretch outside of continence care and into daily hygiene (see more info on pack design slide).
10 Pack Design Stretching into daily cleansingFor internal use only Pack Design Stretching into daily cleansing The pack is TENA branded and with TENA type fonts – but aim to stretch away from continence care to daily hygiene Hair cleansing moment is visualised to support brand stretch outside of continence care and differentiate from current portfolio Educative and self-explanatory (what and how) and supports introduction of new daily cleansing routine Human body and caring touch conveys humanity. A brighter blue pack with droplets communicate freshness Good balance of emotional and functional cues appeal to multiple target audiences (NH, Hospitals, Homecare, Web/CGR selfpay). Title | Name | Date
11 TENA Shampoo Cap Microwave Claim – legally approvedFor internal use only TENA Shampoo Cap Microwave Claim – legally approved Copy: For greater comfort, you can even heat the unopened TENA Shampoo Cap pack in the microwave (max. 30 seconds at 500W). Be sure to check the temperature before use. No visual. Instruction poster Sales presentation Copy: For added comfort, warm up unopened pack in microwave. Caution: Ensure TENA Shampoo Cap is not excessively hot prior to application. Check temperature before usage, especially the elastic band The microwave recommendation has been included On pack On instruction poster In sales presentation Info to local markets: Warming up TENA Shampoo Cap is optional. Some customers may not have the possibility to warm the product and may wish to use the product without warming it. If using microwave: Do not overheat to avoid skin burns, and pay particular attention to the elastic band. Instruction is printed on pack (500W, 30sec), always check temperature before usage. Pack Title | Name | Date
12 TENA Shampoo Cap AssortmentFor internal use only TENA Shampoo Cap Assortment Art no Product denomination Per-fume Pcs /bag Case count 104200 TENA Shampoo Cap 30x1p South/Central Yes 1 30 104800 TENA Shampoo Cap 30x1p UK/Nordic 105700 TENA Shampoo Cap 30x1p East All articles have been activated in SAP Material Master, incl. details on pack dimensions, weight and AP. TENA Shampoo Cap is a merchandised good. Logistically the articles will flow through Gennep. Logistic contact is Edwin van Bracht. Title | Name | Date
13 Source of business For internal use onlyDifferent hair washing methods exist for immobile users. TENA Shampoo Cap offers an easy and convenient alternative to some of the current solutions used in care facilities and at home. Inflatable hair wash basin Hair washing tray Bedside Shower Ideal way to wash hair of bedridden elderly? Would TENA Shampoo Cap be a better alternative? Title | Name | Date
14 Low product differentiation, big price differencesInternal info only. Competitors Low product differentiation, big price differences Quality of shampoo caps – quite similar Mostly one-size, white colour with fragrance with shampoo and conditioner dermatologically tested/proven Some with anti-bacterial properties paraben free non-perfumed Prices depend on channel and volume DE: Online prices rangie from €3,48 (for 20 pcs) – €4,98 (for 5 pcs) UK: Online price example £2.95/pcs No info on NH or Acute pricing SCA is sourcing TENA Shampoo Cap from an external supplier specialised in producing shampoo caps. The hair cleansing formulations of competitor products may vary. The hair cleansing formulations may vary, therefore product claims will vary. Several competitor products exist – this slide show some examples of competitor products. Local markets will have to investigate local competitors in detail to define the competitive landscape locally. Local markets to investigate local competitors, pricing and assortment to define local competitive landscape
15 Similar products – different positioningInternal info only. . Competitors Similar products – different positioning Positioning Competitor examples Medical Freshness Cosmetic SCA is sourcing TENA Shampoo Cap from an external supplier specialised in producing shampoo caps. The hair cleansing formulations of competitor products may vary, therefore product claims will vary. Several competitor products exist – this slide show some examples of competitor products. Local markets will have to investigate local competitors in detail to define the competitive landscape locally. Local markets to investigate local competitors, pricing and assortment to define local competitive landscape
16 Where to find model campaign and informationFor internal use only TENA Shampoo Cap Where to find model campaign and information 1: Essentials 2: SandbergTrygg FTP server ftp.sandbergtrygg.se user: SCA_Tena password: gloe008 Folder: TENA Wet Wash Glove
17 TENA Shampoo Cap Pricing GuidelineFor internal use only TENA Shampoo Cap Pricing Guideline Minimum 35% Contribution Target Per Pack Title | Name | Date
18 4 Hair Wash (immobile/ scared of water)Product Positioning – Multitier Thinking Washing Occasions: Body, Perineal and Hair For internal use only Aligned with Willeke and Sari March 26, 2013 All users – mobile/immobile All Channels Cleansing Occasion Soap & Water Shampoo Gloves Wipes 1a Daily Full Body Wash Expertise Premium Price Tier Shampoo Cap WET WET 1b Weekly Shower/Bath 1a, 3, (2a, 2b) 4 2a, 2b, 3 Function Standard Price Tier 2a Perineal Cleansing (urine) DRY* + mousse or wash cream DRY (Softwipe) + Mousse or wash cream Shampoo Shower 2a, 2b 2a, 2b 1b 2b Perineal Cleansing (faeces) The chart visualises, that TENA Shampoo Cap fills a gap in our current product portfolio and offers customers additional choice for resident specific care. The benefits and price point of the product naturally positions TENA Shampoo Cap in the Expertise Tier. TENA Shampoo Cap is positioned for immobile and bedridden users, fragile or terminally ill users where hair washing is difficult or impossible TENA Shampoo Cap is also positioned for users scared of water, i.e. demented residents and patiens who may get agitated when getting water over their head. Price Basic Price Tier Trade Up Opportunity Dry (Cellduk) + mousse/Wash Cream 3 Refresh in between *: dual assortment, one with PE inside, one without 1a,2a, 2b, 4 Hair Wash (immobile/ scared of water) 2a, 2b, Title | Name | Date
19 TENA Shampoo Cap A moment of care for residents and patientsA gentle massage leaves hair clean and conditioned for a hygienic and comfortable alternative to normal hair washing with water Title | Name | Date