Earth Beauty Brasil - Presentation

team products
opportunity
Entering an underserved niche with unique and exclusive products
cosmetics in brasil
Today: US$43 BILLION
2015: US$60 BILLION

AND GROWING

Source: Eurmonitor
www.earthbeautybrasil.com www.twitter.com/EarthBeuatyBR
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cosmetics in brasil
Fonte: ABIHPEC
2
cosmetics in brasil
Fonte: ABIHPEC
3
underservedniche E-Commerce for Cosmetics in Brazil

250 200 150 100 50 0 2009 2010 2011 230 124 US$ millions 209
2011: +69%
Key-Point: Sales for cosmetic products online almost doubled between 2010 and 2011.
4
Source: EBIT - 2012

underservedniche
E-Commerce of Face Care in 2011:
35% 30% 25% 20% 15% 10% 5% 0% 2010 Market Share 2011 Market Share
Lancme and Anna
Key-Point:
Pegova represent of the market, while the other major players still have
63%
not entered the

market.
www.twitter.com/EarthBeuatyBR
www.earthbeautybrasil.com
5
underservedniche
Why have the other major players still not entered this market?
Fear of damaging their traditional distribution outlets Pharmacies Beauty Salons Super Markets Cosmetic Boutiques
6
success story
2009 Entered the Brazilian Market
Selling only through e-commerce Without a .br website Very limited marketing No celebrity endorsements
2011 - 18% of the online sun-care market

R$2 million per year
Key Point: The market for sun-care online represents only 2% of beauty products sold online
7
Brazil Social Media Powerhouse

Publishes the most number of posts out of all Facebook countries
Annual growth rate of Facebook users is 144%, the strongest of all Latin American Countries
Second biggest Facebook market in the world
61% of the A and B class believe in the rise of social commerce
53% of Brazilians would like to buy products through their social media network
Fonte: ABIHPEC
8 5
our solution
To sell proven, healthy, high-quality, American-Made beauty products, through a Brazilian Social E-commerce store.
9
naturalbeauty
90% of Brazilian consumers search for
products with natural ingredients
Almost all cosmetics available in Brazil have

synthetic and harmful ingredients
We have what the Brazilians are looking for: beauty

products with natural ingredients, high quality, and without harmful components.
Source: UEBT
10
exclusive products
Our beauty product categories: Face Care Hair Skin Care Make Up Accessories
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Earth Science
32 year old brand Owned by member of our team Natural Ingredients 100% free of harmful ingredients Aproved and used by Hollywood Actresses Now, used by Brazilian Actresses Made in California Accessible Premium Brand
(R$ 50 R$ 110)
12
Suki
15 year old brand Growing 20% each year, for last 10 years 100% non-synthetic 100% hand made 100% free of harmful ingredients Only clinically proven natural solution Dermatologist recomended Has won various international beauty awards Hi-Premium Brand
(R$99 R$299)
13
our target-market
Class A - B Women 30-50 High-level education Buyers of clinically proven products Visits the dermatologist regularly Motive of purchase: Quality/ recommendation
Class B - D Women 25-40 Medium level education Users of social media Visits beauty salon regularly Motive of purchase: Quality/ value
Key Point 77% of the buyers of beauty products online in Brazil fall within these two categories
14
our marketing
FERNANDAMACHADO

Our Founder, exclusive celebrity, and endorser Huge social media presence 2013 work schedule:
Program Launch Date Role
Prime Time Soap Opera In the name of the father Film: Trust me
April 2013
Main character of the most watched TV program in Brazil Lead role of a new lm to be released throughout Brazil
April2013
Film: The Brazilian
June 2013
Lead role of an American lm about a Brazilian woman, to be released throughout Brazil
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our marketing
Social Commerce Aliate Program Access to popular magazines, tv, Social Media Radio, newspapes, etc Celebrity events Our medical representative
Jonas Lima Junior Plastic Surgeon Hospital das Clnicas, So Paulo
Dr. Jo
An exclsive team of dermatologists Presence in the best beauty salons Guerilla marketing
Ambassadors Festivals Contest Samples Beauty Van Pop-up Stores
Magazines and Newspaper

16
our team
Jonathan Peter Kendall - Jonathans experience is in business
management and development through organic growth and acquisitions, his going public through an IPO with his former company DAOU-INTEGREX, and his Brazil-business experience make him a powerful asset. He will use his experience to grow and expand the business rapidly while retaining customer focus and protability.
Robert Frederick Riskin Robert is a graduate of the Colorado
Leeds School of Business, a young, California-native, with tremendous social media and e-commerce experience. Robert was born into the world of cosmetics and technology. Roberts family owns the California brand Earth Science, and he has played an active role in the company for the last 5 years.
Fernanda Arrias Machado - Fernanda is a famous TV, lm, and stage
actress in Brazil. She is currently working with the media superpower TV Globo and has played leading roles in over eight prime time soap operas in Brazil. She won the Best Actress award in 2008 for her role in Paraiso Tropical. She was the leading actress in the Brazilian lm Tropa de Elite, which achieved international acclaim and success including Berlins Gold Bear Award. She also has vast experience in the world of cosmetic advertising and endorsement, working with Avon and Lreal.
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Collaborators
In addition to our core team, California Beauty has the collaboration of three professionals with extensive and proven ability in their areas of performance: A former Director of one of the international "giants" of the cosmetics industry with 15 years experience in Brazil, has participated in developing the our strategy and will remain an integral part of the team A plastic surgeon who certies the quality of our products A Brazilian consultant with extensive experience in managing large and medium enterprises.
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board of advisors
Rebecca Riskin - Rebecca is a successful California business woman,
and the mother of Robert, who falls into the Active Adult category and is a dedicated user of the products. She brings her unique perspective of successful women and entrepreneurship, and her can-do spirit has already moved us forward and helped us hone our direction. With sales totaling over $1 billion, she has been Santa Barbara's top realtor for the last decade.
Al Decuir - In his distinguished 35+ year career, he has been a leader in

the U.S. nance and banking community. He currently specializes in Private Placements, Corporate Finance, and Mergers & Acquisitions. Prior to spending the last 20 years in advisory, Alfred held senior positions in Domestic US Banking, International Banking, Investment Banking, Fortune 500 Treasury, and Finance Company Treasury. His engagements included US$400 million Life Settlements securitization, US$40 million oil & gas nancing, and US$20 million student housing projects.
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our strategy
E-Commerce Strategy: An original and competitive model
Step 1: Create notariety, credibility, and desire
Launch products and websites of Suki and Earth Science

2013
Launch Perfume Fe by Fernanda Machado Launch MyBody Line Launch Mens Line
2014
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our strategy
Step 2: Accelerate publicity and increase access to the brand(2015-2020) Entering online Beauty Portals Entering tradtional physical outlets (pharmacies, super markets, etc) Continuing to developing and launching new lines of products California Beauty Naturals California Technology Made in Brazil

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timeline 2013
- - - - R$150.000 invested Company legalized Websites in construction Degree 1 products registered with Anvisa - Import licenses obtained - Logistics, PR, Marketing partners identied - Exclusivity with Fernanda Machado
Februrary
- Launch Earth Science - Events in Rio and So Paulo - Media Buzz - Implement marketing strategies - Presence at Beauty Fairs
April
- Launch Suki - Exclusivity with MyBody and other brands
August
2013
2014
- First import arrives in Brazil - Finish websites - Register Degree 2 products with Anvisa - Partnerships with dermatologists and beauty salons.
March
- Launch new products of Earth Science: Age Defense
July
- Increase marketing and prepared for Holiday Season
November
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product costs
$R FOB R$100.000 Earth Science Facial Products 235 ml Earth Science Age Defense 30ml Earth Science Body Products 70 ml Suki Face
Cost of Distribu<on, Product Importa<on Cost Cost arriving in Warehousing, Total Cost Our Margin Cost (USA) Multplier Brasil Logis<cs, Etc. of Product Mul<plier
Our Price for the Customer
Our CompeDDons Price

6.2
2.54
15.75
5.97
21.72
2.76
60
Biotherm Kiehls O BoUcario 150ml 150ml
100 80 48
13.4
2.54
34.04
5.97
40.01
2.87
115
160 142 136

Roc Kiehls O BoUcario 40ml 30ml
4.6
2.54
11.68
5.97
17.65
2.55
45
Lccitane Kiehls O BoUcario 40ml 75ml 40ml Prevage Kiehls Clarines 40m 50ml 20ml Shiseido Kiehls Clarins 200ml 120ml 100ml
68 55 45
33
2.54
83.82
5.97
89.79
2.45
220
426 220 390
Suki Body
20
2.54
50.80
5.97
56.77
2.47
140
739
125 190
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our valuation
Capital need for launch:
R$ 2 million
years
Investment Period: 5
Our growth expectancy : R$2 million in year 1 R$8 million in year 2 R$16 million in year 3 R$32 million in year 4 R$60 million in year 5
After 5 years, the value of the company will be: 10 times EBIT (10 times is the average valuation for a cosmetics company in Brazil), or 10 x 60 million x 35% =
Protability: 35%
R$ 210 million
24
thank you
for your attention

email
info@earthbeautybrasil.com
website
EarthBeautyBrasil.com
phone
21.7906.2094
21

Earth Beauty Brasil - Presentation

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team products

Entering an underserved niche with unique and exclusive products

Today: US$43 BILLION

2015: US$60 BILLION

underservedniche E-Commerce for Cosmetics in Brazil

Source: EBIT - 2012

Lancme and Anna

not entered the

2011 - 18% of the online sun-care market

Brazil Social Media Powerhouse

Second biggest Facebook market in the world

61% of the A and B class believe in the rise of social commerce

Almost all cosmetics available in Brazil have

We have what the Brazilians are looking for: beauty

Film: The Brazilian

Lead role of an American lm about a Brazilian woman, to be released throughout Brazil

Magazines and Newspaper

Robert Frederick Riskin Robert is a graduate of the Colorado

Fernanda Arrias Machado - Fernanda is a famous TV, lm, and stage

Al Decuir - In his distinguished 35+ year career, he has been a leader in

- Launch Suki - Exclusivity with MyBody and other brands

- Launch new products of Earth Science: Age Defense

- Increase marketing and prepared for Holiday Season

Our CompeDDons Price

Biotherm Kiehls O BoUcario 150ml 150ml

160 142 136

426 220 390

for your attention

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