Unilever’s leading face care brand, Pond’s Skin Institute, announced a complete overhaul and an elevated new brand world co-created with Ogilvy Singapore.
Building on its 177-year legacy of skincare innovation, Pond’s Skin Institute, the world’s largest and oldest, additionally announced the launch of its Bright Miracle product range. The new formulations feature Niasorcinoltm, a “revolutionary ingredient” the brand says that leverages the Nobel Prize-winning science of autophagy to boost skin’s ability to self-repair and achieve ultimate clarity and radiance.
According to Ogilvy, while science remains at the very heart of the campaign the challenge was reviving the brand and breathing new life into it. Aside from redefining the brand’s essence and completely redesigning its visual identity, K-pop star, Tzuyu was instrumental in the brand’s reinvention.
“The new campaign that marks Tzuyu’s debut as the brand’s global ambassador invites women to discover how the science of Pond’s Skin Institute can make miracles happen for their skin,” the agency said in a release.
The campaign line coined by the Ogilvy team was inspired by both the transformative power of this groundbreaking science and what it would mean for millions of Southeast Asian women, the agency said.
“We tapped into the insight that despite their relentless pursuit, 9 out of 10 women struggle to bridge the gap to their desired skin,” said Aanchal Sethi, Global Managing Partner – Ogilvy Singapore, Unilever.
“They believe it would take a miracle to achieve this skin. Today, we have the science to bridge this gap; the science to make miracles happen.”
“At this pivotal moment for Pond’s Skin Institute, we are excited to showcase our longstanding heritage of skincare innovation while introducing the world to our unparalleled new Bright Miracle product range,” added Vandana Suri, Global Brand Lead of Pond’s Skin Institute.
“As we integrate the best of science and beauty, we couldn’t be more thrilled for our partnership with Tzuyu to invite people everywhere to experience the brand. From her unrelenting ambition, diverse talent and unique craft to her warm personality and inspiring outlook on beauty, she is truly an icon who makes miracles happen.”
The rollout of the new product line and campaign commenced in October 2023 in Indonesia and will cascade throughout Southeast Asia and the rest of the world into 2024 via a series of videos, social media content, and in-store designs.
David Dahan – President & Managing Director
Aanchal Sethi – Global Managing Partner
Pritika Gupta – Group Account Director
Vinx Zhang – Account Director
Ednard Lian – Account Director
Sumegha Rao – Executive Strategy Director
Nayantara Atal – Strategy Director
Mellita Angga – Strategic Planner
Marco Versolato – Executive Creative Director
Halina Santiago – Creative Director
Ayesha Bedi – Creative Director
Ailin Tan – Creative Director
Joanna Lopez – Creative Director
Bach Tran – Art Director
Christina Wilson – Senior Copywriter
Hana Adzania – Art Director
Yinghui Chong – Creative Intern
Gerri Hamill – Head of Production
Kev Nguyen – Senior producer Carolyn Ong – Producer
Fabiano Beraldo – Senior Producer
Gina Tan – Print Producer
Terrie Tan – Studio Manager
Avan Seah – Desktop Artist
Vincen Yong – Senior Project Manager
Benjamin Low – Editor
Jamie Marcelo – Editor
Claire Ang – Editor
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