Success Story of Pond's: Beauty Brand Transforming Women

Ria Puneyani Ria Puneyani
Oct 27, 2021 6 min read
Success Story of Pond's: Beauty Brand Transforming Women

Pond's is a beauty brand that transforms women's skin and the way they live their lives via breakthrough product developments.

Pond's acknowledges the importance of beauty as a forerunner of love in a woman's life, not simply appearing beautiful but also feeling lovely. Pond's has been linked with skincare for nearly a century, having a presence in over 56 countries. It has been a pioneer in recognising a woman's skincare and beauty requirements. It has appealed to people of all ages and skin types.

Pond's has expanded its offerings to include anti-ageing, skin whitening, oil management, moisturising, and other skin care needs. Furthermore, each line in the portfolio consists of a wide selection of products, including day creams, night creams, serums, masks, eye treatments, face foams, and more.

The Origin of Pond's
Pond's in India
Pond's Campaigns
FAQs

Pond's Case study

The Origin of Pond's

Pond's Logo
Pond's Logo

Theron T. Pond, a scientist, first created Ponds cream as a medication in the United States. He learned to treat minor wounds and other illnesses by extracting a medicinal tea from witch hazel.

Pond's began advertising under the name Pond's Healing in 1886 and continued until 1910.

Pond's cold cream and vanishing cream, which marked the company's entry into the facial care sector, were established in the twentieth century as part of the company's core goal of selling cosmetics goods.

Ponds introduced Pond's extract in 1886 and Pond's Cold Cream and Vanishing Cream in 1914, both of which became beauty icons.

Its standing was reflected in the middle of the 1920s with endorsements from princesses, social beauty, and Hollywood stars. Pond's built its elegant image on product delivery guarantees and an awareness of a woman's beauty routines and demands.

Pond's began operations in the United States as a worldwide corporation. Previously, its production plant was in Connecticut, and Pond's moved its sales headquarters to New York City. Its goods now have a worldwide market, and it has expanded its presence to nations such as Thailand, India, Japan, and Spain.


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Pond's in India

The Pond's Company of America first introduced cold cream to India in 1947, but it wasn't until 1956 that it expanded into talcum powders that it became a household name in India.

Hindustan Unilever, which bought Pond's in 1987 and expanded its skincare range in India, was able to add a new dimension to its skincare offering in India.

Pond's began operations in the United States as a worldwide corporation. Previously, its production plant was in Connecticut, and Pond's moved its sales headquarters to New York City. Its goods now have a worldwide market, and it has expanded its presence to nations such as Thailand, India, Japan, and Spain.


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Pond's Campaigns

Ponds has been marketing its goods on a national basis since 1886. Ponds Healing was the company's trademark name when it first went public in 1910. The brand has launched numerous educational and beautiful ad campaigns in prominent television, newspapers, radio, and magazines connected to beauty goods through electronic and print media.

You may also find its advertisements on social media sites, including Facebook, YouTube, and Twitter.

Pond's recognised that if women believe they can be more attractive, they will use facial care products.

The Beginning of the Campaign

Ponds began advertising on a national scale in 1886. Until 1910, they announced under the name "Ponds Healing Cream." By 1910, they had focused on its disappearing cream (formerly known as Healing Cream), and they had launched an ad campaign that would become famous due to the celebrities involved. The commercials for 'Ponds Vanishing Cream' and 'Ponds Cold Cream' work together to describe the objectives of each cream.

Every normal skin requires these two creams, according to the brand's slogan. Consequently, sales of "Ponds Vanishing Cream" increased by 60% in 1915, while sales of "Ponds Cold Cream" increased by 27%.

Campaign for Magazines

When Queen Marie of Romania visited the United States in 1923, she was so taken with the Ponds product that she wrote a letter to the business requesting more. Pond's then turned her letter into a commercial. Following this, Pond's began to include samples of their goods in its magazine advertisements to attract ordinary people to purchase the cream.

Campaign #BeautifulStory

This inspired Ponds' #BeautifulStory campaign. Pond's used 17 of the Philippines' Most Beautiful Faces to show that beauty changes may be achieved. It brought together 17 superstars for a TV film and a public relations launch. Ponds developed 17 digital films that tell their transformation tales.

With over 1 billion views online, this ad was the most seen in 2014, resulting in a 22 per cent increase in product demand.

Pond's Success

Pond's is a personal care brand that is linked with the FMCG industry. The products of Pond's are divided into three categories: skin lightning, oil management, and anti-ageing.

Pond's is a well-known and well-recognised brand. It caters to a variety of women's skincare approaches, and as a result, it has released various unique items at regular intervals to keep clients interested.

Ponds Men Pollution Out, Ponds Men Acno Clear Oil Control, and more products for men have been added, providing treatments for sun damage, pollution, oil control, and pimples. Facial Moisturisers, BB Creams, Facial Cleansers, Makeup Removers, and Talcum Powder are some of the company's most popular items.

The primary reason for doing the study is that a large percentage of customers have misconceptions regarding moisturisers. People believe they do not need moisturisers because they are constantly youthful, think it makes their skin greasy, and various other reasons.

However, the firm has positioned itself as a one-stop-shop for five issues, allowing consumers to learn more about their skin and utilise the product. Pond's offers a wide range of skincare products, including skin cleaning, skin whitening, anti-ageing, and more. Pond's is sold worldwide, with Spain, India, Japan, and Thailand being their most important markets.

The beauty Brand has enlisted the aid of its parent firm, Unilever, and is making use of its distribution network. Wholesalers, retailers, distributors, and warehouses provide services to customers through supermarkets, hypermarkets, discount stores, and convenience stores.

Pond's faced intense competition from several other companies when it came to pricing. It has implemented a competitive pricing strategy, keeping product prices modest and fair to obtain a price edge over its competitors. It has established a promotional programme that offers a variety of incentives at regular intervals to appeal to a more extensive consumer base. This aids in bulk sales and increased profits.

FAQs

Is ponds an Indian brand?

Pond's is an American brand of beauty and health care products. Pond's company is currently owned by Unilever.

Who are the top competitors of Pond's?

Some of the top Pond's competitors are:

  • Dove
  • Nivea
  • Garnier
  • Lakme
  • Olay
  • Dabur
  • Emami

Which is the best Ponds Products?

Some of the Best Pond's Products In India are:

  • Pond's Super Light Gel
  • Pond's White Beauty Face Wash
  • Pond's Dreamflower Fragrant Talc
  • Pond's Rejuveness Anti-Wrinkle Cream
  • Pond's Triple Vitamin Moisturising Lotion
  • Pond's Pure Detox Anti-Pollution + Purity Face Wash
  • Pond's Light Moisturiser
  • Pond's Bright Beauty Day Cream
  • Pond's White Beauty Mineral Clay Facial Foam
  • Pond's Magic Freshness Talc

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