Campaign details

Brand: Pond's
Lead Agency: Mindshare
Region: Indonesia

Strategy

Objective

POND'S, one of Unilever's most widely known face care brands in the world, was facing declining market share in Indonesia. Pond's was losing its relevance among Indonesian women it was not seen keeping up with the trends. This was reinforced also by Kantar Millward Brown, 2018 study.

Micellar Water as make-up remover had been trending in face care category this year in Indonesia and was an opportunity for Pond's to regain share. However, big players like L'Oreal, Nivea, and Garnier had launched earlier. Pond's needed to launch Pond's Micellar Water as a late entrant in a differentiated way that would be impactful.

Pond's Micellar Water launched itself via superior proposition, and simple yet daring approach "authenticity".

Target Audience

POND'S Core target audience, Female Millenials, 18-25 years old are very active, dynamic, modern, and progressive. She has a packed day with activities, from studying, working, socializing with friends, and participating in the organization. Yet she finds time to keep up with the trends, be it in fashion, technology, and beauty products. Our target Audience is always browsing for face care products to keep getting better and better results from current products.