Pond's: Age miracle #SekarangUntukNanti

Pond's, the skincare brand, wanted to get young women to care about their skin amidst the pandemic in Indonesia.

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...

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