Pond's is the biggest Unilever brand in Asia.
Pond's White Beauty is the main product line in South East Asia, with strong presence in Philippines, Indonesia, Thailand, Cambodia, Myanmar, Vietnam and India. We decided to land a new approach for these two 2017 variants: Pond's White Beauty for Oily Skin (Philippines + Indonesia) and Pond's White Beauty Dry Skin (winter edition for India).
Pond's White Beauty is the main product line in South East Asia, with strong presence in Philippines, Indonesia, Thailand, Cambodia, Myanmar, Vietnam and India. We decided to land a new approach for these two 2017 variants: Pond's White Beauty for Oily Skin (Philippines + Indonesia) and Pond's White Beauty Dry Skin (winter edition for India).
With two innovative viewpoints on beauty, we disrupted the category and the historically Pond's approach with fun insights: the digital influence on millennials and GenX for Philippines and Indonesia and the Bollywood tradition with a twist for India. With a strong TV and digital presence, as well as targeted online retail, our campaign contributed to reverse a 7-year decline and helped sales grow 37% faster than the category in APAC.
Pond's Winter Anti-Spot Moisturizer (India)
Pond's White Beauty for Oily Skin (Philippines)
Pond's White Beauty for Oily Skin (Indonesia)
As a part of their digital communication strategy, Pond’s also tasked us to redesign their website.
We re-looked at their information architecture to design a platform that would serve as a go to place for all their skin concerns. From educating content about skin care to purchasing the right product, we minimized third-party click throughs and integrated all the information including peer reviews and social content into one platform.
We re-looked at their information architecture to design a platform that would serve as a go to place for all their skin concerns. From educating content about skin care to purchasing the right product, we minimized third-party click throughs and integrated all the information including peer reviews and social content into one platform.
The second phase involved developing a more modern and bold visual look for the website alongside incorporating some intuitive features. We introduced a better and a more friendly search bar that helped consumers navigate content faster. An interactive skin advisor feature was also incorporated that allowed the user to understand their skin concern by uploading an image and answering questions. We followed this by suggesting product recommendations based on their test results or even the weather conditions using geolocation and weather settings.
made with ♥ by Ogilvy & Mather Singapore
Executive Creative Director: Mark Bown
Creative Director: Joao Braga, Chang Hwee Chong
Associate Creative Director (Art) Larissa Vaz
Associate Creative Director (Copy): Daniela Varela
Art Director: Ria Ocampo, Harshmeet Kohli, Jong Ling Foo
Copywriter: Siti Khalid, Shridar Gopalratnam
Account Director: Daniele Frangella, Carole Domange, Sibylla Henninger`
Project Manager: Samantha Chong
Account Executives: Yuan Yee, MJ Pena
Planners: Lucy Hurst, Benoit Wiesser
Production: H&O
Creative Director: Joao Braga, Chang Hwee Chong
Associate Creative Director (Art) Larissa Vaz
Associate Creative Director (Copy): Daniela Varela
Art Director: Ria Ocampo, Harshmeet Kohli, Jong Ling Foo
Copywriter: Siti Khalid, Shridar Gopalratnam
Account Director: Daniele Frangella, Carole Domange, Sibylla Henninger`
Project Manager: Samantha Chong
Account Executives: Yuan Yee, MJ Pena
Planners: Lucy Hurst, Benoit Wiesser
Production: H&O
