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Published on April 3, 2008

The move is a policy decision by Unilever's worldwide headquarters, which wants to strengthen the brand's bonds with women consumers, attract more women at the upper-market level and build brand awareness in the mass segment.

Wannipa Bhakdibutra, Unilever's vice president for home and personal care, said that in relaunching Pond's, Unilever would change three major elements: production technology for facial care, new packaging for a more modern and upgraded look and new displays and customer services at Pond's 300 selling points around the country.

It will also begin using an emotional marketing strategy by linking Pond's products to success in love. The marketing theme will be "Romance Realised". It will have three minor themes aimed at reaching three consumer groups: "Romance Awakening", for teenagers who are just starting to use skincare products; "Finding True Romance", for women in their early 20s; and "Romance Revival", for married women.

Wannipa said Unilever's main objective was not to increase its market share, but rather to stimulate the facial-skincare market as a whole. Its research suggests 40 per cent of Thai women have never used such products, and the relaunch will seek to attract their interest in facial skincare, leading them to try Pond's products.

As of last month, Pond's was the leader in Thailand's Bt9.97-billion facial-care market, with a 22.2-per-cent share, reported ACNeilsen. It was followed by Olay with 20.7 per cent, Nivea Visage with 8.6 per cent, Dermo Expert with 7.9 per cent and Garnier with 6.5 per cent.

Whitening products held the highest market share, 48 per cent, followed by anti-ageing products with 40 per cent, moisturisers with 7 per cent and "other" with 5 per cent.

Wannipa said the new emotional marketing approach would enable targeted customers to understand Pond's products more easily and make them feel "relevant" to them.

Formerly, the brand focused on presenting its technology through the Pond's Institute. There was strong awareness of the brand through this approach, but some found it difficult to understand.

Pond's displays will be given a more elegant appearance, with beauty assistants to provide consulting services.

To build wide awareness of the relaunch, Unilever will conduct several marketing activities, offer a money-back guarantee and encourage consumers to participate in product trials.

Nitida Asawanipont

The Nation