Pond's New skin, unlocked
Repositioning and redesign, rolled out across over 80 packs. Fronting POND’S ambition to be a billion dollar brand by 2026.
Vaseline
To boldly glow
Pond's - New skin, unlocked
16 years of
misdirection
set straight
Our challenge? Re-establish the category leadership of a brand whose reputation had been wrinkled (and target market confused) by 16 years of polarising swings. From too cold and clinical. To too young and playful. Then re-establish its position as the No.1 name in South East Asia and worldwide.
Scientific credibility – underlined
Re-Introducing ‘Skin Institute’ to the name restores a 175-year legacy of innovation to the heart and centre of the brand. Fending off new entrants to the category more naturally associated with technical breakthroughs.
A hero hue
We tested 50 pinks. Across more than 400 designs. Before distilling it to a single shade able to propel the brand forward, with precision and warmth.
Now even
more iconic
Reborn and redrawn. More visible and versatile. We transformed the iconic tulip from an easy-to-miss mark into a bold, graphic backdrop for both the brand and its packaging.
Technology as its trademark
Technological leaps are written large. Pond’s-own proprietary ingredients, Premiered at the World Dermatology Congress in 2023, are promoted from back of pack to front – given equal prominence to the names of the products they form.
A finer formula
The pared-back palate, seasoned with metallics, scientific illustrations and all-caps typography spotlighting breakthrough technology lifts Pond’s back where it belongs. At the top end of the market.
Collaborating seamlessly with 1HQ, their agile approach and attentive listening to consumer feedback ensured the creation of stunning designs that significantly elevated our brand's image internally and externally.Adrianne Wong Senior Global Brand Manager POND’S
+103%
Underlying sales growth in Thailand
#1
Anti-aging serum in Thai convenience stores
30%
Growth for both Brightening and Anti-aging serums in Thailand and Philippines
14.4%
Increase in orders
What Did We Do?
Creative Strategy
Territories
Nomenclature
Conceptualisation
Packaging Design
Distinctive Brand Assets
Key Visuals
New Product Development
Mockups and Print Consultancy
Local & Regional Rollout