Pond's Age Miracle: How to change its perception?

Pond's Age Miracle, a premium variant of the brand Pond's, is an anti-ageing product that comes in 4
ranges — Age Miracle Day Cream, Age Miracle Night Cream, Age Miracle Dual Eye Cream and Age Miracle
Facewash. It uses the best proven anti-ageing technology "Topical Retonoids" to help women look
younger for longer. In other words, Age Miracle works on skin as a "preventative" measure against ageing
that is ideally meant to be used at the first sign of ageing on skin like dry skin or dull skin etc.

The brand image of Pond's Age Miracle is linked with revitalizing romance in couples' lives. The strong
local insight related to married couples was that "We both still love each other. But we just don't get time
and opportunity to express our feelings. We need to do something to revive our romance". Hence, Pond's
Age Miracle, being an anti-ageing product can pave the way for a woman to look younger for longer and
thus help in the process to revitalize the lost romance in her life as her partner starts noticing her again.

However, the problem with Pond's Age Miracle is that women in their late 20s do not want to use this
product as they think it is a product for "older" people and they live in denial towards the initial signs of
ageing. Additionally, most women do not feel the necessity of using a product that works as a preventative
care towards ageing of the skin. Hence, there is a missing link between consumer perceptions towards
the need for using an anti-ageing product and between what Pond's Age Miracle has to offer to its
consumers — a preventative care towards the ageing of the skin.

Your job is to fulfil this gap and change consumer perception.

Thus the challenge for you is to devise an innovative strategy in order to get urban SEC A 28+ married
women to believe in the functional brand proposition of Age Miracle -that it offers a preventative care
towards ageing and to get them to use it regularly by giving them the platform to revitalize the lost
romance in their lives by looking younger which is the emotional proposition.

Your plan also has to positively impact on image building of Age Miracle as a preventative anti-ageing
brand and ultimately impact sales. You should consider:

1. What is your idea based on?

2. How are you going to activate that idea? i.e. what will the campaign look like/where is your promotion
going to take place?

Be creative; think of something that you have not seen before!!!