Brand owner: Unilever Philippines
Lead agency: 1 Digital Media Group Inc.
Contributing agencies: Mindshare Philippines, Visions PR
Industries: Skin care, sun protection
Media channels: Events & experiential, Livestreaming, Merchandise & free gifts, Public relations, Social media, Word of mouth, influencers
Budget: Up to 500k
The skincare industry has changed drastically over the past three years, with millennials and Gen Zs largely responsible for this shift. Likewise, the skincare category experienced a massive upturn, due to the influx of new brands, innovative products and trends spearheaded by the K-beauty and J-beauty markets.
As a legacy brand, Pond's had, seemingly, lost touch with these progressive generations and was looking for a way to be relevant once again to today's young Filipinas. This was no easy task for a 150-year-old brand that was now perceived as 'just something my older sister uses'. With that, Pond's introduced the innovative Pond's Clay Facial Wash, in an effort to provide advanced, yet accessible, solutions to the complex skincare needs of young women today.