Pond's: Making Brand Impact via authenticity

Pond's, a beauty brand, launched its micellar water in Indonesia via a superior and simple yet daring approach of "authenticity".

Campaign details

Brand: Pond'sLead Agency: MindshareRegion: 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...

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