ponds — the extended version

background

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.

situation

glam is out. natural is in. the ‘natural look’ dominates our culture and it’s turned makeup into a sign of insecurity and inauthenticity.

tension

natural may be trending, but there’s a sizable community of people who wear bold makeup as a form of self-expression.

insight

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.

strategy

ponds — skincare that celebrates who you become each day.