Renova & the Toilet Paper Market

Renova Black Case History

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Renova market innovations

Renova Brand Market know-how and “brand minded” internal culture Market leadership and innovations • Key Examples: • smoothing cream micro-droplets toilet paper • anti-bacterial kitchen rolls, • multi-coloured paper towels, • pocket handkerchiefs exploring the latest tendencies of the perfumery world • Dermatological tests performed to products, • Pioneer launch of moist toilet paper in Iberia • Renova Black. • Renova has been awarded with an Innovation Prize, attributed by The Prize Financial Times and Roland Berger Strategy Consultants (late 2005) • Renova has been pursuing a breakaway strategy to stand out on the household paper products market as a serious player able to sustain a continuous flux of innovative products and solutions

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The development of Renova Black Toilet Tisue

• Searching for an idea that could demonstrate the company’s preparedness for higher challenges, Renova CEO, Paulo Pereira da Silva, has introduced the idea of a black toilet paper, paper urging the formation of a special development task force to implement the idea. • The idea faced internal resistance for some time, as it was difficult for some departments to envision how to produce and efficiently commercialize such a product. • Product development took half a year, until it could produce year a genuine dark black colour. The product is environmentally compliant (environmental standard ISO14001 and OSHAS 18001), reflecting Renova’s attitude towards Nature. • First available for sale at Renova’s website and after being presented by the Nelly Rodi Agence in the “Nouveaux Riches” area of Maison&Object in Paris and latter reviewed by Radar Magazine in the US, Renova Black soon became a subject of conversation in blogs and a perfect example of what the concept “mouth to ear” truly means. ear

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Media coverage of Renova Black T.T.

• From early October...