REBRAND + PRODUCT INNOVATION
How can Pond’s cold cream, a mature consumer product, reclaim it’s title as America’s favorite skincare brand?
01 — culture
GLAM IS OUT. NATURAL IS IN.
It’s 2019. And no woman should have to feel like she needs makeup to be beautiful. But in an effort to disassociate beauty with a perfectly made-up face, we’ve ushered in a new gold standard — the natural look — also known as the art of using makeup to make it look like you’re not wearing any at all. And if someone can tell you’re wearing makeup, well, it must be because you’re insecure and unconfident… or trying way too hard to impress someone. Not because it’s fun or anything.
The “No-Makeup” Makeup Look
It’s a term that has popped up everywhere from magazine articles to YouTube tutorials alike — as a result of being the look that everyone is striving for.
Celebrities “Bare It All”
It’s even become trendy for the most glamorous of us all to pose sans makeup on the cover of nationally recognized magazines in an effort to usher in this new “normal”.
02 — category
AND SKINCARE BRANDS HAVE EMBRACED THIS TREND.
Brands love a good empowerment narrative, and in the skincare category the natural trend is no exception. Everyone is latching onto this “love the skin your in” - selling you their products with the promise of effortless beauty. Not only does this narrative drive their messaging, but their product development as well. Cleansers are now gentle, makeup removers are now oil-free... even makeup brands have cropped up that are focused on helping you enhance your natural beauty.
“The Glossier aesthetic is sometimes described as makeup for people who are already pretty. It’s the idea that peeling away artifice and pomp leads to an even more thrilling beauty: the real thing. The company takes a "skin first" approach to cosmetics. Each product offered claims to improve your skin, making the need to wear makeup totally "optional."
Since launching, millions of millennials have bought into the craze and even more — including myself — seek to become what I like to call "Glossier mavens." This group of select Glossier fans boasts flawless-looking skin and takes a minimalist approach to beauty, makeup, skin care, and perhaps life itself.
The Milky Jelly Cleanser ($18), a conditioning face wash, doesn't take off my makeup as easily as Glossier claims.
“As makeup, it promises to mimic the effects of impeccable skincare; as skincare, it promises to replace the need for makeup entirely. These are laudable, if unrealistic, goals, loaded with the conventional hopes and traditional ideals of beauty.”
“We want our clients to recognize us as the smart choice, always innovating to deliver high quality, effective, safe, Allergy Tested, Fragrance Free products that are designed for living and enhance her natural beauty, every day.”
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03 — consumer
BUT NOT EVERYONE WANTS TO WEAR LESS MAKEUP.
And it’s not just women anymore. This truth embodies the many genders, orientations, identities and lifestyles we recognize today… but the one thing that unites them all is their attitude towards makeup. Bold beauties aren’t trying to hide who they are on the outside, they’re trying to reveal who they are on the inside. For them, it’s not about insecurity, it’s about self-expression… and they’re looking for products that are tough on makeup but gentle on skin.
“Drag is a way of self expression. Aside from your external self, there is something that’s locked inside you… and drag is what lets you take it out and express it.”
— Nana, Vice (i-D)
04 — opportunity
REWRITE THE MAKEUP NARRATIVE IN THE SKINCARE CATEGORY.
While there’s nothing wrong with skincare brands that support natural beauty, there is a need for a different voice to balance the noise. A voice to empower those women who choose to wear makeup because they love it. A voice that says it’s okay to wear what you want… because we’ve got your back.
“I’ve noticed that girls are ashamed to say that they love makeup… because nowadays people assume it’s because you want to look good for boys, or because you’re insecure, or you because you don’t love yourself. It’s almost a crime to love doing your makeup.”
— Nikkie De Jager, NikkieTutorials
05 — right to win
POND’S WAS MADE FOR THE MAKEUP LOVER.
It does what no other product can do. The cold cream has a reputation for removing the irremovable… which means you no longer have to viciously scrub your skin to get it all off. With one simple product, you can say goodbye to your turquoise glitter lipstick… five layers of foundation and contour… and even your waterproof mascara. With Pond’s, you can say hello to a perfectly clean canvas that’s ready for a whole new masterpiece to be painted on it the next day.
06 — strategy
SKINCARE THAT CELEBRATES WHO YOU BECOME EACH DAY.
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TEAM: Alex Glaum (CBM) // Margaret Dick (ST) // Kate Fallon (ST) // Katie Paxton (AD) // Donald Kim (CW) // Elise Sokolowski (XD)