ADVERTISEMENT ANALYSIS OF "POND'S"

POWYS

marked the brand's evolution to a beauty icon. By the mid 1920s it was
reflecting this positioning with endorsements by princesses, Hollywood stars
and society beauties. Its
stylish image was underpinned by guarantees of product delivery and
an 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 he
discovered he could heal small cuts and other ailments. Soon after, the
product would be known as Pond's Extract.

Activations

Pond's Miracle Lab

Since Pond's is entering masstige or :'�` with its anti aging platform, it is
necessary launch with premium and massive this mission to answers, Ponds
launch its activation which not only about bringing premium market to
support the activation With Miracle Lab premium Pond's

product through Beauty Counter like other skin product do, this time it is
about bringing
total Pond's image on a higher ground which delivers more modern,
premium, more expert Focus on Anti-Aging as product anchor. Therefore in this
activation 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 misperceptions
to need

moisturizers as they are still feel it makes

too young, their skin
oily, and they have many other why they choose
reasons not to

use moisturizer. Hence, we feel it necessary to have a category education

campaign, to promote the need to use moisturizer to the consumers by
introducing and emphasizing
on the benefits of using moisturizer from early on. Our campaign
message is "Dengan Pond's, Putih dan Bersinar itu Mudah"; which conveys dual
benefit: both physical and emotional as we emphasize that fairer skin gives
you 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 an

educational message and creates a fun campaign for the Indonesian's youth
target group while establishing Pond's core message of "Your 1 solution to
solve 5 problems". In these Road show activations, Ponds also introduce Bunga
Citra Lestari as its Brand Ambassador; a
perfect role model for today's female youth

Pond's is differentiate into 3 platforms

1. Oil Control

Pond's Oil Control solutions with its Vitamin B3, oil reducer agents, triclosan
and 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 your
everyday fresh looks.

2. Skin Lightening

Pond's Skin Lightening product is not just about skin whitening for the
consumer, but about a radiant healthy skin that gives a nourished pink glow.
Pond's White Beauty has
detoxifying vitamins B3, B6, E, and C, which neutralizes the effect of
darkness-causing impurities found in the environment and reduces
accumulated 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 the
main ingredient to defy aging skin problems. By using the product, it will
help woman to revitalize and replenish skin moisture from the outer layer to
the deeper layers of the skin to dramatically smoothes skin, reduces the
appearance of discoloration, age marks and reduces dark lines under eye
circles, bags and puffiness in just two weeks.

Pond's range of products were in India from 1947. In 1955, Pond's merged
with another company Chesebrough. Since 1956, Pond's Talcum Powder has
been a trusted beauty
product for Indian women. In 1987, Unilever purchased the brand from
Chesebrough
Pond'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
■ Gamier

In the early 1950's the target group that Pond's was aiming are the
ladies 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 Indian
Women. This is a brand that has celebrated Women's courage and
personality. Pond's also became a generic name in the Winter care market. In a
survey on customers by AC Nielsen ORG Marg in 2003, Pond's were among the
most 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.
■ Changing with times.
■ Fragrances.

EVALUATION OF ADVERTISEMENT
COMPAIGNS:
Following is presented a brief analysis of POND'S TV
commercials: v4slmmom
PONDS MOISTURIZER:
P0 N D'S'

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