skincare for your makeup
BRAND REFRESH + PRODUCT INNOVATION
Pond’s Cold Cream cleanser is a mature consumer product that has a reputation for removing the irremovable. We were asked to revive the brand through a high-level brand campaign and product innovation.
01 — background
POND’S USED TO BE AMERICA’S FAVORITE SKINCARE BRAND.
It was an functional and beloved product that was able to remove, cleanse, and moisturize all at once. But as skincare options exploded, Pond’s fell to the wayside. Many attribute this to the fact that the capabilities of individual skincare products have far surpassed those of Ponds, meaning the brand can no longer win when it comes to _____, _____ and _____. However, people are still searching for the “holy grail” of makeup removers. Citing the need to excessively scrub one’s skin and ______ as issues, no one is winning when it comes to makeup remover. And Pond’s can remove the irremovable with just one product.
The “no makeup” makeup look dominates our culture, with skincare and makeup brands embracing this version of beauty as the ideal.
The “natural look” is currently trending, but there is a sizable community of people who celebrate wearing bold, colorful makeup as a means of self-expression.
Some people feel most confident when they stand out, not when they blend in.
Whether it’s heavy contour and face jewels, or simply a bright red lip, bold beauties love to let their inside out through makeup.
Champion skincare for makeup lovers.
RIGHT TO WIN
When it comes to makeup, Pond’s has a reputation for removing the irremovable.
Pond’s - skincare that celebrates who you become each day.
CREATIVE PLATFORM: FREE TO BE BOLD
What: Bold copy and visually driven ads that grab your attention by using bright colors in contrast with monotone blank canvases. Show transformation.
Why: insert something here
Social Insult Flipper
What: An opportunity for Pond’s to turn negative comments about self-expression through makeup on social media into empowering statements.
Why: People who (dont conform) subject to bullying, especially cyberbullying, so we wanted to break through the negativity by smashing stereotypes around heavy makeup use.
What: Inspired by Bob Ross’ quirky nature and free spirit, we created a series of art inspired makeup tutorials hosted by none other than Barb Ross herself.
Why: Currently, Pond’s has limited presence in the number one place where makeup lovers of all skill levels look to for inspiration - YouTube.
Interactive Festival Installation
What: 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.
Why: It’s the perfect place for Pond’s to show up, as bold makeup looks are already an integral and expected part of the festival experience.
Festival Product Sample
What: After leaving the booth, festival-goers will receive a Pond’s gift bag that includes makeup wipes and a set of metallic temporary tattoos for use on-site.
Why: With so many people camping out at festivals, people need a convenient and effective way to remove their heavy makeup at the end of the day.
To protect these artists “canvases” we redesigned the packaging from a traditional “tub style” to a push down pump to maintain the integrity and effectiveness of the product.
What: We redesigned the Pond’s packaging from a traditional “tub style” to a push down pump with a screw on lid.
Why: insert something here
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.
What: With packaging inspired by tubes of paint, we created a line of tinted primers…
Why: Not only will this increase the occasions upon which people use ponds, it will encourage fun and color in every area of makeup _____.
TEAM: Alex Glaum (CBM) // Margaret Dick (ST) // Kate Fallon (ST) // Katie Paxton (AD) // Donald Kim (CW) // Elise Sokolowski (XD)