This is a summary the agency compiled after we executed the glass walled concept truck campaign in six cities across the US and Canada.

1. Honestly Natural Truly Beautiful Tour Recap Presented By:

2. Table of Contents Promotional Overview Tour Objectives Partnerships Production Elements Microsite & Online Promotional Support Consumer Engagement Tour Location Summaries & Results Estimated Impressions Key Learnings & Recommendations Next Steps 2

3. I. Promotional Overview

4. PromotionalOverview To build brand awareness, incite drive‐to‐retail and position the Weleda product line as the most trusted among natural skin care products, TH collaborated with Safari Sundays to create the Honestly Natural Truly Beautiful mobile tour. The tour kicked off in New York City on September 23rd and visited five (5) other markets during the 2-month campaign: Toronto, Chicago, Vancouver, San Francisco and Los Angeles. Each city stop targeted high traffic locations, key retail partners (e.g. Whole Foods) and other iconic city venues throughout the country. Consumers had the opportunity to interact with Weleda products via Brand Ambassador education (iPad Quiz), personal esthetician treatments and consultation (Massage Stations), product sampling as well as collateral/coupon distribution. The experiential tour and all elements traveled from market to market in a biodiesel glass truck, which provided valuable “over the road” impressions as well as the opportunity for all passersby to view consumer treatments taking place inside the truck during each event day. 4

5. II. Tour Objectives

7. Providing a platform for exponential growth of Weleda Brand Awareness within its target market – Lifestyles of Health and Sustainability (LOHAS)

8. Reach potential new customers through experiential and educational marketing

9. “Loyalizing” the existing Weleda customer base (24-55), providing extra incentives and reason for drive‐to‐POS.

10. Deliver and bring to life the promise and values to which Weleda is based

11. Establish a platform for significant PR value, word‐of‐mouth generation and social‐media activation6

12. III. Partnerships

13. The Campaign for Safe Cosmetics Prior to the start of the tour, Weleda became a proud signer of the Campaign for Safe Cosmetics. Weleda joined the Campaign in their efforts to ensure the products you buy are safe for you and your family. On average, consumers can use between 10 and 20 personal-care products every day. Each of those products can contain dozen of chemicals, some of which are possibly linked to cancer and other serious health impacts. The Campaign for Safe Cosmetics is calling on the cosmetics industry to stop using potentially harmful chemicals in everyday products. They are working with hundreds of responsible companies (like Weleda) that have agreed to create safer products. They also advocate for smarter laws to protect your health, like the Safe Cosmetics Act of 2010. But there's more work to be done to make sure cosmetics are safe for everyone. 8

14. Soleil Moon Frye Weleda partnered with Soleil Moon Frye to advocate brand messaging and cultivate new consumers to educate them on Weleda’s all natural products. Soleil attended the kickoff event in New York and made an appearance at the tours final stop in Los Angeles, where she conducted interviews with a variety of media: C & G: What does natural personally mean to you?“To me natural means that “what goes on you, goes in you.” I am a busy mom, and I feel the most beautiful when I am natural and just being myself. Even when I have my messy mom moments, I still feel beautiful because I know that I am being authentic to myself. I know this is cliché, but natural beauty comes from within. It is about being comfortable with yourself on good days and bad days.” 9

15. Green Mountain Energy – Carbon Offset Green Mountain is the nation’s leading competitive retail provider of cleaner energy and carbon offset solutions. Since its inception, Green Mountain customers have collectively helped avoid over 11.3 billion pounds of CO2 emissions and helped spur the development of over 40 renewable energy facilities across the nation. As a way to offset Weleda’s carbon footprint of the tour, carbon offset “credits” were purchased through Green Mountain Energy. While using a biodiesel truck as the tour vehicle greatly limited the amount of pollutants released into the air, the partnership benefitted Weleda from a PR and messaging standpoint and ensured that the tour was as environment friendly as possible. In addition to all vehicle driving miles, the credits also covered all air travel for both Weleda and TH employees (all markets). 10

16. IV. Production Elements

17. Weleda’s Biodiesel Glass Truck Front, Back and Side View – Biodiesel Glass Truck 12

18. Weleda’s Biodiesel Glass Truck 13

19. Exterior Set-Up 14

20. Exterior Set-Up (cont’d) 15

21. Interior Set-Up 16

22. Interior Set-Up (cont’d) 17

23. Interior Set-Up – All Natural Supplies 18

24. Interior Set-Up – Facial Station 19

25. Interior Set-Up – Hand Massage Station 20

26. Interior Set-Up – Neck Massage Station 21

27. V. Microsite & Online Promotional Support

28. HonestlyNatural.Weleda.com The hub of the Honestly Natural Truly Beautiful campaign was the dedicated tour microsite. The site served as a key resource for consumers to interact with the brand online, follow the tour, watch and share videos from each market, enter sweepstakes promotions and engage in other social media applications. To compliment the on-site experience, consumers had the opportunity to record their own video testimonials, which were then uploaded to the microsite for Facebook and Twitter sharing. Dedicated Microsite Home Page: www.honestlynatural.weleda.com 23

29. HonestlyNatural.Weleda.com Weleda Homepage – Banner & Button 24

30. HonestlyNatural.Weleda.com Tour Schedule & Locations Page 25

31. HonestlyNatural.Weleda.com Video Gallery – Facebook Share & Tweet Option 26

32. HonestlyNatural.Weleda.com Weleda Grand & Local Prizes 27

33. HonestlyNatural.Weleda.com Campaign for Safe Cosmetics Page 28

34. HonestlyNatural.Weleda.com Facebook Fan Page & Photo Gallery 29

41. Video Upload Total: 58Total iPad Quizzes: 2,433 Total Video Uploads: 440 30

43. Video Gallery: 14,121

44. Prizes: 1,034

45. Locations: 3,331

46. Campaign for Safe Cosmetics: 367

48. Bloom Newsletter: 546

49. Supporters for Save Cosmetics Act: 1,658

50. Safe Cosmetics Email: 346 31

51. Quiz Question Statistics Summary 32

52. VI. Consumer Engagement

53. Weleda Brand Ambassadors A dedicated tour manager was accompanied by a team of brand ambassadors and production assistants in each tour market. 34

54. Estheticians Estheticians were hired in each market to provide services using Weleda products at various treatment stations. 35

55. The Consumer Engagement Process

56. The Concept Behind every successful promotion, there is a great concept. 37

57. Step 1: Honestly Natural Beauty Quiz Brand Ambassadors engaged and educated consumers on Weleda products via a custom iPad Quiz. Each participant also had the opportunity to sign the Campaign for Safe Cosmetics pledge, receive a dollars-off coupon, and opt-in to receive information about other Weleda promotions and collateral. 38

58. Step 2: Weleda Signature Spa Treatment Estheticians provided complimentary hand massages, neck massages and mini-facials to consumers throughout each event day. 39

59. Step 3: Weleda Product Sampling Brand Ambassadors provided samples to all consumers who participated in either the iPad Quiz or one of the treatment stations available inside the truck. Flowers that represented the all natural ingredients found in each Weleda product were also distributed with the sample. 40

60. Step 4: Video Testimonial What does natural mean to you? What do you love about Weleda? Why is natural beautiful? After taking the iPad Quiz, receiving a treatment inside the truck and getting a free sample, consumers were asked to provide a quick testimonial to describe their experience with Weleda products. After one of the above questions was answered, their video was immediately uploaded to Weleda’s dedicated microsite and a link was emailed directly to each consumer. The site hosted a video gallery, a Facebook sharing application, a video “like” component and other social media applications. 41

61. Consumer Education & Distribution

62. Weleda Informational Brochure A print collateral brochure was distributed to all consumers, containing tour details, product information and other Weleda partners (e.g. Whole Foods, CFSC). 43

63. Drive to Retail - $2 Off Coupon A dollars-off coupon (redeemable at Whole Foods Market and ULTA Beauty) was distributed to all consumers who participated in any of the Weleda experiences. 44

64. Product & Flower Distribution Flower: Rose Products: Wild Rose Moisture Cream Wild Rose Body Oil 45

65. Product & Flower Distribution Flower: Gerbera Daisy Products: Calendula Diaper Cream Calendula Shampoo & Body Wash 46

66. Product & Flower Distribution Flower: Sunflower Product: Skin Food 47

67. VII. Tour Location Summaries & Results

68. Tour Schedule & Locations New York Thursday, September 23 – Upper West Side Friday, September 24 – Union Square Saturday, September 25 – Lower East Side Toronto Friday, October 1 – St. Lawrence Market Saturday, October 2 – Bloor Street Chicago Friday, October 8 – Pioneer Plaza Saturday, October 9 – Old Orchard Mall Vancouver Friday, October 15 – Pacific Centre Saturday, October 16 – Pacific Centre San Francisco Friday, October 22 – Justin Herman Plaza Saturday, October 23 – Union Square Sunday, October 24 – Noe Valley Los Angeles Friday, November 5 – Hollywood & Highland Saturday, November 6 – Third Street Promenade Sunday, November 7 – Third Street Promenade 49

69. NEW YORK CITY, NY

70. New York City – Upper West Side 51

71. New York City – Upper West Side 52

72. New York City – Union Square 53

73. New York City – Lower East Side 54

74. Toronto, ON

75. Toronto – St. Lawrence Market 56

76. Toronto – St. Lawrence Market 57

77. 58 Toronto – St. Lawrence Market

78. Chicago, IL

79. Chicago – Pioneer Plaza 60

80. Chicago – Pioneer Plaza 61

81. Chicago – Pioneer Plaza 62

82. Chicago – Old Orchard Mall 63

83. Chicago – Old Orchard Mall 64

84. Chicago – Old Orchard Mall 65

85. Vancouver, BC

86. Vancouver – Pacific Centre 67

87. Vancouver – Pacific Centre 68

88. Vancouver – Pacific Centre 69

89. San Francisco, CA

90. San Francisco – Justin Herman Plaza 71

91. San Francisco – Justin Herman Plaza 72

92. San Francisco – Union Square 73

93. San Francisco – Union Square 74

94. San Francisco – Noe Valley 75

95. Los Angeles, CA

96. Los Angeles – Hollywood & Highland 77

97. Los Angeles – Hollywood & Highland 78

98. Los Angeles – Third Street Promenade 79

99. Los Angeles – Third Street Promenade 80

100. Los Angeles – Third Street Promenade 81

101. Results Summary – Sample Distribution 82

102. Results Summary – Sample Distribution Total Samples Distributed: 25,000+ 83

103. VIII. Estimated Impressions

104. Estimated Impressions 85

105. Online Media Exposure

106. Online Media Exposure OK! Magazine 87

107. Online Media Exposure Second City Style - Chicago 88

108. Online Media Exposure Daily Candy – Los Angeles I’m The It Girl Beauty.com 89

109. Online Media Exposure San Francisco Examiner 90

110. Online Media Exposure www.organic-market.info 91

111. Online Media Exposure Blogs & Other 92

112. IX. Key Learnings & Recommendations

115. Include a more formal training session for all Brand Ambassadors prior to event kick-off (live or via conference call) and in each market prior to the first event day

116. Consider utilizing the vehicle during “down time” within each market – for example, executing brand ambassador sampling at key retail locations, high traffic areas, etc.

117. Potential for a “scan to win” component inside the retail store (will help drive traffic from the parking lot into the store = conversion on coupon redemption = sales)

118. Reach out to each individual store managers (e.g. Whole Foods) prior to each event to discuss in-store pre-promotion or cross-promotional opportunities94

120. Do not rely upon Facebook if video votes count towards prizing – collect votes on microsite backend and determine how to push Facebook updates (from microsite to FB)

121. Spend more time on the upfront metrics for the microsite to better provide requested data

122. Consider not requiring full Facebook access to each users account in order to interact with the brand online (e.g. allow users to take the quiz without granting Weleda full access to their profile)

123. Better communicate sweepstakes promotion via Brand Ambassadors to get voting numbers up

124. Voting counts were low due to Facebook log in requirement95

125. X. Next Steps

127. Discuss key learnings and recommendations

128. Determine goals, objectives and direction for 2011

129. TH & SS to provide 2011 proposal and budget as directed by Weleda599 Broadway, 10th Floor | New York, New York 10012 | p 646.649.4515 | f 212.695.6301 | www.thproductions.com 97