Campaign details
Brand: Pond'sLead Agency: Ogilvy IndonesiaRegion: APAC
Strategy
Objective
Getting young women to care about their skin amidst the pandemic.
The anti-ageing category has undergone a massive transformation; with communication moving away from ageism and age reversal to encouraging women to embrace and be confident at every age.
The age positive category, led by Pond's Age Miracle focussed efforts on educating women on the effects of external factors like pollution, UV rays, stress, weather, etc. on speeding up the ageing of their skin.
The pandemic is challenging the anti-aging market as the category faced...