ADVERTISEMENT ANALYSIS OF "POND'S"
POWYS
marked the brand's evolution to a beauty icon. By the mid 1920s it wasreflecting this positioning with endorsements by princesses, Hollywood
stars
and society
beauties.
Itsstylish image was underpinned by guarantees of product delivery andan understanding of woman's beauty routines and needs.
When the first Pond's product was invented?
Pond's
Cream
was invented in the United States
as
a medicine by scientist Theron T Pond in
1846.
Mr. Pond extracted a healing tea from witch hazel,with which hediscovered he could heal small cuts and other ailments.
Soon
after, theproduct would be known
as
Pond's Extract.
ActivationsPond's Miracle Lab
Since Pond's is entering masstige or :'�` with its anti aging platform, it is
necessa
ry launch with premium and massive this mission
to answers,
Pondslaunch its activation which not only about bringing premium market tosupport the activation With Miracle Lab premium Pond'sproduct through Beauty Counter like other skin product do, this time it isabout bringingtotal Pond's image on a higher ground which delivers more modern,premium, more expert
Focus
on Anti-Aging
as
product
anchor.
Therefore in thisactivation Pond's creates a big hype and then followed by massive
news
amplifications so it helps generate images in people perception of Ponds
as a
leading premium product in the anti aging platform.main
reason
we conduct this are still a big bulk of the consumers that
about
moisturizers. They
feel
they don't
r _ UUi i_J
activation is that there have need misperceptionsto need
V
moisturizers
as
they are stilltoo young,feel it makestheir skinoily, and they have many other why they choose
reasonsnot to
use moisturizer. Hence, we feel it necessa
ry
to
have a category educationcampaign, to promote the need to use moisturizer to the consumers byintroducing and emphasizingon the benefits of using moisturizer from early on. Our campaign
message is
"Dengan Pond's, Putih dan Bersinar itu Mudah"; which conveys dualbenefit: both physical and emotional
as
we emphasize that fairer skin givesyou more
chances
to shine in life.
Pond's Beautvloav
To attract young target audience for the -start to conduct this Beautylogy
wT
F
r
. • cleanser market, Pond's activation at the beginning
ADVERTISEMENT ANALYSIS OF "POND'S"
PONDS
of 2007. The main objective of the activation is to sends out aneducational
message
and creates a fun campaign for the Indonesian's youthtarget group while establishing Pond's core
message
of "Your 1 solution tosolve 5 problems". In these
Road
show activations, Ponds
also
introduce BungaCitra Lestari
as
its Brand
Ambassador; a
perfect role model for today's female youth
Pond's is differentiate into 3 platforms1. Oil Control
Pond's Oil Control solutions with its Vitamin B3, oil reducer agents, triclosanand sunblocks help to reduce and controls the oil excess on your skin. It
also
helps to regenerate and prevent skin from acne problems to give youreveryday fresh looks.
2. Skin Lightening
Pond's Skin Lightening product is not just about skin whitening for theconsumer, but about a radiant healthy skin that gives a nourished pink glow.Pond's White Beauty hasdetoxifying vitamins B3, B6, E, and C, which neutralizes the effect of darkness-causing impurities found in the environment and reducesaccumulated melanin, thus giving a smooth, pure and bright skin.
3. Anti-Aping
Pond's Anti Aging
as
the first masstige product platform introduces
CLA as
themain ingredient to defy aging skin problems. By using the product, it willhelp woman to revitalize and replenish skin moisture from the outer layer tothe deeper layers of the skin to dramatically smoothes skin, reduces theappearance of discoloration, age marks and reduces dark lines under eyecircles,
bags
and puffiness in just two weeks.Pond's range of products
were
in India from
1947.
In
1955,
Pond's mergedwith another company Chesebrough. Since
1956,
Pond's Talcum Powder has
been a
trusted beautyproduct for Indian women. In
1987,
Unilever purchased the brand fromChesebroughPond's. Pond's is a brand that has
been
carefully nurtured by HUL.
COMPETETION FOR POND'S
ADVERTISEMENT ANALYSIS OF "POND'S"
PONDS
Pond's has competetions from :■Johnson & Johnson■cavinkare■Godrej■L'Oreal■GamierIn the early
1950's
the target group that Pond's was aiming are theladies
above
30yrs of
age.
Pond's is aiming at the super premium segment.Currently pond's target ladies
above
20 years.A brand that has tried to evolve with the changing persona of IndianWomen. This is a brand that has celebrated Women's courage andpersonality. Pond's
also
became a generic name in the Winter
care
market. In asurvey on customers by
AC
Nielsen
ORG
Marg in 2003, Pond's
were
among themost trusted brands in India. Pond's is a brand
for 1"
Well grounded, self assured, and confident 1" women.■Constantly Improving.■Consistent Quality.Effective ingredients.■ Latest technologies.
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