Since 1846, Pond’s has been at the center of women’s beauty routines, helping them look – and feel – their beautiful best. As the brand looked forward to new opportunities, new audiences, and new horizons, the brand system needed to evolve as well to ensure that each new conversation carries with it the iconic legacy of the brand, positioned for relevance and connection with a new generation of Pond’s women.
Agency
Razorfish
Client
Elida Beauty
Deliverables
Brand Positioning
Brand Tone + Messaging
Brand Language Design
Experience Design
Marketing Toolkit & PoP
The Transformative Power of Tradition.
The standard of beauty for generations.
For many women, Pond’s was their initiation into the world of the beauty, a tradition or routine passed down from mothers and grandmothers, sisters, aunts and elders, on what it means to take care of yourself and feel confident in your skin. Beyond beauty, a moment of reflection and appreciation for who you are and all the you can and want to be.
In looking forward, it was critical to position the brand as the gateway between tradition and vision, the go-to partner in their pursuit of beauty, and all that it means, each and every day.
Campaign Launch
