Pond's: Channel of the Future

Loren Saguil, Viktoria Banson, Kitty Faustino

Skincare brand Pond's grew sales and relevance in the Philippines, with an e-commerce presence on TikTok promoted by micro-influencers.

Campaign details

Brand: Pond's Brand owner: Unilever Entrant company: MindshareIdea creation: Mindshare Taguig Market: Philippines Sector: Skin care, sun protection Media channels: Online video, Word of mouth, Influencers, KOLs, Social mediaBudget: Up to 500k

Executive summary

Over the past few years, Pond’s has struggled to keep up with an ever-growing list of competition. Because of the rise of smaller, local brands whose popularity has spiked in the last year, coupled with the global pandemic, the brand has faced a decrease in market share....

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