Pond's

Pond's is differentiate into 3 platforms

Oil Control

Pond's Oil Control solutions with its Vitamin B3, oil reducer agents, triclosan and sunblocks help to reduce and controls the oil excess on your skin. It also helps to regenerate and prevent skin from acne problems to give your everyday fresh looks.

Skin Lightening

Pond's Skin Lightening product is not just about skin whitening for the consumer, but about a radiant healthy skin that gives a nourished pink glow. Pond's White Beauty has detoxifying vitamins B3, B6, E, and C, which neutralizes the effect of darkness-causing impurities found in the environment and reduces accumulated melanin, thus giving a smooth, pure and bright skin.

Anti-Aging

Pond's Anti Aging as the first masstige product platform introduces CLA as the main ingredient to defy aging skin problems. By using the product, it will help woman to revitalize and replenish skin moisture from the outer layer to the deeper layers of the skin to dramatically smoothes skin, reduces the appearance of discoloration, age marks and reduces dark lines under eye circles, bags and puffiness in just two weeks.

Pond's History

The first Pond's product was created in 1846, since then the brand has flourished in Unilever's fifth most profitable Personal care property globally. In 1886, Pond's was relaunched  as Pond's Extract and in 1914 Pond's Cold Cream and Vanishing Cream marked the brand's evolution to a beauty icon. By the mid 1920s it was reflecting this positioning with endorsements by princesses, Hollywood stars and society beauties. Its stylish image was underpinned by guarantees of product delivery and an understanding of woman's beauty routines and needs.

Did you know?

When the first Pond's product was invented?

Pond's Cream was invented in the United States as a medicine by scientist Theron T. Pond in 1846. Mr. Pond extracted a healing tea from witch hazel, with which he discovered he could heal small cuts and other ailments. Soon after, the product would be known as Pond's Extract.

What is Pond's first campaign?

By 1910, Pond's was a well established brand among Americans. Concentrating mostly on their vanishing cream, the Pond's company began an ad campaign that would become notorious because of the celebrities involved in it. "Pond's Healing" took a back seat to "Pond's Vanishing Cream", as "Pond's Healing" and "Pond's Cold Cream" would be announced in small print under the "Pond's Vanishing Cream" advertisements.

By 1914, mentions of "Pond's Healing" were taken off the ads, and the Pond's company began to advertise "Pond's Vanishing Cream" and "Pond's Cold Cream" together, making sure to explain each cream's different purposes on the new ads. One particular ad line read "Every normal skin needs these two creams".

As a result of the new campaign, "Pond's Vanishing Cream" had a 60% increase in sales during 1915, and "Pond's Cold Cream" had a 27% increase. 

Activations

Pond's Miracle Lab

Since Pond's is entering masstige or premium market with its anti aging platform, it is necessary to support the launch with premium and massive activation With this mission to answers, Ponds launch its Miracle Lab activation which not only about bringing premium Pond's product through Beauty Counter like other skin product do, this time it is about bringing total Pond's image on a higher ground which delivers more modern, premium, more expert Focus on Anti-Aging as product anchor. Therefore in this activation Pond's creates a big hype and then followed by massive news amplifications so it helps generate images in people perception of Ponds as a leading premium product in the anti aging platform.

Pond's White Class

The main reason we conduct this activation is that there are still a big bulk of the consumers that have misperceptions about moisturizers. They feel they don't need to need moisturizers as they are still too young, feel it makes their skin oily, and they have many other reasons why they choose not to use moisturizer. Hence, we feel it necessary to have a category education campaign, to promote the need to use moisturizer to the consumers by introducing and emphasizing on the benefits of using moisturizer from early on. Our campaign message is "Dengan Pond's, Putih dan Bersinar itu Mudah", which conveys dual benefit: both physical and emotional as we emphasize that fairer skin gives you more chances to shine in life.

Pond's Beautylogy

To attract young target audience for the cleanser market, Pond's start to conduct this Beautylogy activation at the beginning of 2007. The main objective of the activation is to sends out an educational message and creates a fun campaign for the Indonesian's youth target group while establishing Pond's core message of "Your 1 solution to solve 5 problems". In these Road show activations, Ponds also introduce Bunga Citra Lestari as its Brand Ambassador; a perfect role model for today's female youth.