Indonesia 2015 | Brand Profiles | 13 | Pond's
Company: Unilever Indonesia Tbk PT
Brand value: US$1,488 million
Headquarter city: Jakarta
Industry: Personal Care
Year formed: 1989
Celebrities drive string of new product launches
Pond’s is the market leader in women’s facial care in Indonesia, with a focus on cleansers and moisturisers. It offers a large number of variants for different skin types, age groups, and budgets, from mass-market products to more premium lines. Its ranges are divided into several sub-brands, which include the anti-aging Pond’s Age Miracle and the mass Pond’s White Beauty. Two of its newest launches are the Pond’s Flawless Dewy Rose whitening gel and Pond’s Age Miracle Firm & Lift.
The brand has for years been a large investor in television advertising, and more recently has been spending significant sums in digital as well. Celebrity brand ambassadors for Pond’s include singer Maudy, singer Gita Gutawa, actor Sandra Dewi, and model Nadya Hutagalung. In 2014, the brand was a sponsor of the TV contest Asia’s Next Top Model,and in 2015 created significant buzz in Indonesia by signing famous singer Raisa Andriana to endorse the brand, a move it announced with a short film featuring their new star. Pond’s is active on Facebook and Twitter, running quizzes and competitions and inviting customers to share experiences through stories and pictures. Pond’s is owned by Unilever, which trades on the Indonesia Stock Exchange.