Due to several product re-positionings and pack relaunches since 2007, the POND’S brand and offerings had lost their premium perception and expert appeal, and despite its winning formulas, scientific credibility had also suffered. The brand was unable to keep pace with skincare trends towards affluence and scientific innovations, which led to a dip in brand shares and power.

The brand relaunch and introduction of its latest product line was initiated to drive a re-appraisal of POND’S in Southeast Asia and beyond by premiumising the brand from a mass brightening product to a masstige skincare brand.

Anchored in the essence of POND’S: the transformative skincare “Miracle” emerged as the golden thread that connected purpose, expertise and desirability. This transformed the brand into not just a beauty icon, but a symbol of something truly special.

To create an iconic visual brand identity and outstanding packaging, 1HQ drew inspiration from a century of timeless beauty and blended it with pioneering science to uncover the essence of POND’S, in reimagined visual assets: the iconic Pink, the Tulip and Skincare Science, seasoned with simplicity.

The redesign had indeed elevated and shifted brand perceptions. More than 50 shades of pink were carefully considered to define one that was not just a colour but our brand’s heartbeat. The iconic tulip, reborn and reimagined, takes centre stage as a symbol of elegance, beauty and grace.

This innovative range incorporates powerful new formulations and prominently features trademarked ingredients, NIASORCINOL™ and HEXYL-RETINOL™, which are celebrated as captivating droplets, while the re-introduction of POND’S Skin Institute boldly reasserts POND’S as a skincare science leader.

This complete refresh for Unilever’s legacy beauty brand is likely to set a precedent in the world of skincare. The rollout of the new product line and campaign commenced in October 2023 in Indonesia and is swiftly garnering glowing reviews. Moreover, it will cascade throughout Southeast Asia and the rest of the world into 2024 via a series of captivating videos, inspiring social media content, and arresting in-store designs.