ponds — the extended version
Pond’s cold cream is a facial cleanser and moisturizer known for it’s ability to remove even the toughest and most stubborn makeup. the problem? _____________.
how can we _______ to help pond’s _______? we need to find an audience that this _____ will resonate with.
glam is out. natural is in. the ‘natural look’ dominates our culture and it’s turned makeup into a sign of insecurity and inauthenticity.
natural may be trending, but there’s a sizable community of people who wear bold makeup as a form of self-expression.
for bold beauties, wearing makeup isn’t a sign of insecurity… it’s a sign they feel most confident when they stand out, not when they blend in.
ponds — skincare that celebrates who you become each day.
glam is out. natural is in.
The natural look look dominates our culture, and as a result, loud and bold makeup has been demonized because it is seen as a sign of insecurity and inauthenticity.
insecurity isn’t the only reason people wear makeup.
but not everyone wears heavy makeup because they’re insecure.
KEY FINDING & INSIGHT —————
makeup is used as a form of expression.
a way to let your inside out.