Unilever’s leading face care brand, POND’S SKIN INSTITUTE has innovated and originated countless skincare breakthroughs and patents over the years. Now, however, the brand is embracing its legacy of innovation and reclaiming its frontrunner position with a complete overhaul and an elevated new brand world co-created with Ogilvy Singapore.
Building on its 177-year legacy of skincare innovation, POND’S SKIN INSTITUTE is transforming the beauty world once again with the launch of its new BRIGHT MIRACLE product range. The potent new formulations featuring NIASORCINOLTM, a revolutionary ingredient that leverages the Nobel- prize winning science of autophagy to boost skin’s ability to self-repair and achieve ultimate clarity and radiance.
While science remains at the very heart of the campaign, to connect with women everywhere, the challenge was clear: How do we revive the brand and breathe new life into it? Aside from redefining the brand’s essence and completely redesigning its visual identity, K-pop star, Tzuyu who instantly captivates you with her charisma and radiance, has been instrumental to the brand’s reinvention.
The new campaign that marks Tzuyu’s debut as the brand’s global ambassador invites women to discover how the science of POND’S SKIN INSTITUTE can make miracles happen for their skin. In fact, ‘Miracles Happen,’ the campaign line coined by the Ogilvy team was inspired by both, the transformative power of this groundbreaking science and what it would mean for millions of Southeast Asian women.
“We tapped into the insight that despite their relentless pursuit, 9 out of 10 women struggle to bridge the gap to their desired skin. They believe it would take a miracle to achieve this skin. Today, we have the science to bridge this gap; the science to make miracles happen,” says Aanchal Sethi, Global Managing Partner – Ogilvy Singapore, Unilever.
“At this pivotal moment for POND’S SKIN INSTITUTE, we are excited to showcase our longstanding heritage of skincare innovation while introducing the world to our unparalleled new BRIGHT MIRACLE product range,” shared Vandana Suri, Global Brand Lead of POND’S SKIN INSTITUTE. “As we integrate the best of science and beauty, we couldn’t be more thrilled for our partnership with Tzuyu to invite people everywhere to experience the brand. From her unrelenting ambition, diverse talent and unique craft to her warm personality and inspiring outlook on beauty, she is truly an icon who makes miracles happen.”
This complete refresh for Unilever’s legacy beauty brand is likely to set a precedent in the world of skincare. The rollout of the new product line and campaign commenced in October 2023 in Indonesia and is swiftly garnering glowing reviews. Moreover, it will cascade throughout Southeast Asia and the rest of the world into 2024 via a series of captivating videos, inspiring social media content, and arresting in-store designs.
David Dahan – President & Managing Director
Aanchal Sethi – Global Managing Partner
Pritika Gupta – Group Account Director
Vinx Zhang – Account Director
Ednard Lian – Account Director
Sumegha Rao – Executive Strategy Director
Nayantara Atal – Strategy Director
Mellita Angga – Strategic Planner
Marco Versolato – Executive Creative Director
Halina Santiago – Creative Director
Ayesha Bedi – Creative Director
Ailin Tan – Creative Director
Joanna Lopez – Creative Director
Bach Tran – Art Director
Christina Wilson – Senior Copywriter
Hana Adzania – Art Director
Yinghui Chong – Creative Intern
Gerri Hamill – Head of Production
Kev Nguyen – Senior producer
Carolyn Ong – Producer
Fabiano Beraldo – Senior Producer
Gina Tan – Print Producer
Terrie Tan – Studio Manager
Avan Seah – Desktop Artist
Vincen Yong – Senior Project Manager
Benjamin Low – Editor
Jamie Marcelo – Editor
Claire Ang – Editor
Bullet Production Co., Ltd.
The Quiet Lab
Neon Sound Pte. Ltd.