PROBLEM

Pond’s is a 3-in-1 remover, cleanser and moisturizer. The problem? We’re being told to expand our skincare routines, not minimize them.

CHALLENGE

Make Pond’s a vanity must-have for people who need a product that’s tough on makeup but gentle on skin.

SOLUTION

Position Pond’s as a makeup lover’s ally in a world that idolizes fresh-faced, natural, and effortless beauty as the ideal.

02 — the brief

SITUATION

The 'natural look' dominates our culture. It’s all about the ‘no-makeup makeup’ look, with skincare and makeup brands like Glossier and Neutrogena embracing this version of beauty as the ideal.

TENSION

But not everyone wants to wear less makeup. While the 'natural look' is trending, there is a sizable community of people who celebrate wearing bold, colorful makeup as a means of self-expression.

INSIGHT

Some people feel most confident when they stand out, not when they blend in. These people aren’t wearing makeup to hide themselves from the world, they’re wearing it to bring themselves fully into it.

OPPORTUNITY

Position Pond’s as a makeup lover’s ally in cleansing their canvas for tomorrow’s masterpiece.

STRATEGY

Pond’s - skincare that celebrates who you become each day.

CREATIVE PLATFORM

Free to be bold.

REBRAND

new logo & packaging

We’ve revamped the solid black Pond’s logo to make it more colorful and representative of the fun you can have with makeup.

We’ve also redesigned the packaging with a flat-top pump dispenser to protect these artists “canvases” and maintain the integrity and effectiveness of the product.

BRAND CAMPAIGN

print

Our print campaign emphasizes our target’s need to express their true selves through makeup. Pond’s prepares skin each day so your canvas is ready to be bold ever single day.

SOCIAL

snapchat

We wanted to further Pond’s message by encouraging people to try bold makeup looks on Snapchat. Each filter will allow users to try out something new, with Pond’s Cold Cream wiping it all away at the end.

EXPERIENTIAL

bold visions expo

An interactive booth that uses face ID technology to allow festival-goers to try on iconic makeup looks from the likes of Bowie and Ke$ha. It’s the perfect place to show up as bold makeup looks are already an integral and expected part of the festival experience. 

PRODUCT EXTENSION

expanding into makeup

With packaging inspired by tubes of paint, we created a line of tinted primers to encourage fun and color with Pond’s products during the application process.