14 First name in beauty facing stiff competition
COMPANY Unilever Indonesia Tbk PT
BRAND VALUE US$ 1,237 million
YEAR ON YEAR CHANGE -2%
INDUSTRY Personal Care
YEAR FORMED 1989
Pond’s has long been the market leader in women’s facial skin care in Indonesia, with its distinctive pale pink packaging and celebrity endorsers. It now faces an intensely competitive market, however, and has to work hard to maintain its strength in the market. The brand has a range of products aimed at women of different ages and with different skin types, and frequently launches new variants. New products launched in the past year include Pond’s White Beauty Acne Solution, new packaging for Pond’s Facial Foam, and new formulations for Pond’s White Beauty Day Cream and Night Cream. Communications is often focused on a particular variant, but the brands is also running a Pond’s Goals Generation campaign, showing how the White Beauty range can help Indonesian women and girls prepare to achieve their goals. The campaign used TV commercials to introduce the concept, and linked to a competition in which winners could win a trip with their friends to exotic destinations. Pond’s continues its relationship with actor and singer Raisa this year, and the brand is active on Facebook, Twitter and Instagram with quizzes, competitions, and advice on specific skin conditions, and encourages users to contribute their stories and pictures. Pond’s is owned by Unilever, which is traded on the Indonesia Stock Exchange.