POND'S: Bruntusan gone, hijab on

Cosmetic brand POND's ran the Bruntusan Gone, Hijab On campaign to grow sales and brand equity for its Pure Bright facial cleanser among young women in Indonesia.

Campaign details

Brand: Unilever IndonesiaAgency: Mindshare IndonesiaRegion: APAC

Strategy

Objective

In Indonesia, the most polluted country in Southeast Asia, significant health challenges arise, including various skin issues like premature aging, acne, and breakouts, particularly prevalent in urban areas. However, the majority of face care brands in the market only focus on addressing acne and anti-aging concerns, neglecting breakouts, commonly known as "bruntusan."

This problem is particularly widespread among young Hijabers, who face constant exposure to pollutants and dirt in their daily activities. Unfortunately, many of them lack proper understanding of how to deal with these...

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