June 28, 2011
To Whom It May Concern
Company Name: Milbon Co., Ltd.
Title of Representative: Ryuji Sato, Representative Director and President(Code Number: 4919 – First Section of the Tokyo Stock Exchange)
Contact: Masahiro Murai, Executive Director
TEL: 06-6928-2331

Announcement concerning the New Product "ORDEVE beauté"
We shall newly launch the "ORDEVE beauté" range of grey color agents with a lineup including 2 brown seriesof 10 lines and 47 colors that expands the range of hair color proposals from texture to coloring in the ORDEVE
range of general hair color agents, which has a good reputation for the beautiful color expression and free texture
expression that professional hair designers only could realize. By responding to the feelings of adult women whowant to be beautiful even as they age, we support the "lifetime beauty" of grey color customers and promote thecreation of a new attractiveness for salon colors.

[Product concept]
The Ordeve Grey Series, which provides "individual lifetime beauty" with "texture brown" colors[Market background]
1. The proportion of people in generations aged in the 40s and above among beauty salon customers has reachedabout 60%, and grey color customers will tend to increase further in the future.
2. While salon grey color customers prioritize the state of dyeing of grey hair, they demand colors that can makethem feel younger on the inside.
3. At many salons, the agents used tend to become fixed, centered on colors that dye firmly, in order to satisfy
customers over the dyeing of their grey hair.
4. As a result, customers who have become unable to feel the attraction of salon colors have started to try homecolors.

[Product characteristics]
1. We have arranged 4 texture neutral lines that allow the proposal of natural brown colors matched to thedelicate feelings of women for customers who prioritize the dyeing of their grey hair.
2. For customers who prioritize their sense of self-oriented individuality, we have arranged 6 color brown linesthat allow salons to propose texture.
3. For oily grey hair that rejects color agents and is difficult to dye, we have achieved deep colors from the insideof the hair using "affinity carry dye".
* Affinity carry effect: A function that carries the dye into grey hair that easily rejects dye agents to dye the hair richly

4. We have achieved a 38% increase in luster over conventional colors with an "emollient shine effect" that gives
grey hair a moist luster. (Company comparison)* Emollient shine effect: An effect that gives a moistly lustrous feeling as though the hair contains moisture[Product names/categories/volumes]
 1 agent (80 g): 10 lines (hues) with a total of 47 colors

1. Texture neutral lines (4 lines, 25 colors)
Product nameCategory
B12-NB, b9-NB, 8-NB, b7-NB, b6-NB, b5-NB,
Neutral brown (9 items)
b4-NB, b3-NB, b2-NB
Chestnut brown (6 items)
B9-CB, b8-CB, b7-CB, b6-CB, b5-CB, b4-CB
Beige brown (5 items)
B9-BB, b8-BB, b7-BB, b6-BB, b5-BB
Sepia brown (5 items)
B9-SB, b8-SB, b7-SB, b6-SB, b5-SB
2. Color brown lines (6 lines, 22 colors)
Product nameCategory
Ash brown (3 items)
B9-AB, b8-AB, b7-AB
Olive brown (4 items)
B9-OB, b8-OB, b7-OB, b6-OB
Gold brown (4 items)
B9-GB, b8-GB, b7-GB, b6-GBMocha brown (4 items)
B9-MB, b8-MB, b7-MB, b6-MB
Red brown (4 items)
B9-RB, b8-RB, b7-RB, b6-RB
Purple brown (3 items)
B9-PB, b8-PB, b7-PB
 2 agents (1 L): 6%, 3% (pouch type)[Planned amount of sales for this term]
880 million yen[Launch date]July 1, 2011

Volume80 g

Volume80 g