RMIT Classification: Trusted

THE BRIEF
POND'S - the skin care brand on all continents - is committed to a range of care solutions conceived for
every skin need.

BACKGROUND
The Pond’s Institute was founded in Utica New York by a pharmacist named Theron T. Pond, who
created the “Pond’s Golden Treasure” in 1846, a witch-hazel-based wonder product. This beauty
treatment was then introduced as Pond’s Extract in 1886. In 1914, the Pond’s Cold Cream and Vanishing
Cream made its way to the market which set Pond’s image as a beauty brand, and triggered numerous
endorsements by beauty experts.

In 1987, Unilever purchased Chessebrough-Pond’s. By the 1990’s, Pond’s was at the forefront of leading-
edge product innovations that answer women’s unmet skincare needs. Pond’s led colour management
developments in Asia and pioneered the use of AHAs for anti-aging in the US. These innovations in tune
with women’s needs and beauty ideals have given Pond’s a strong position in the global skin arena.

POND'S PROMISE

From one man in a tiny home-made laboratory to today’s state of the art Research & Development
facilities of the Pond’s Institute, from New York, Madrid, Tokyo to the Philippines, the Pond’s promise
has remained the same across 58 countries for over 150 years: to deliver beauty transformations
through revolutionary product innovations that make a real difference to women’s skin and the way
they live their lives.

THE CHALLENGE
Pond’s is a long-established beauty brand in Vietnam but disconnected to our target customer
both functionally and emotionally. The brand has become cold and clinical which started losing
relevance and appeal amongst young consumers.

TARGET CONSUMER
Gen Z – a generation of self-anxiety who is overwhelmed by the societal norms coming from
information chaos and social comparison.

THE CAMPAIGN OBJECTIVE

Recruiting 700k new users.

THE PURPOSE
Pond’s inspires and helps Vietnamese ladies prepare to take their first step and take a
transformation with Pond’s.

DELIVERABLES
 RMIT Classification: Trusted

An integrated communication campaign from Oct to Dec 2021 (3 months) with 4 billion VND to
drive awareness for Pond’s in aspirational way that make Pond’s a desire for every young lady,
especially students.