Ponds case study – For timeless beauty

ponds case study

Pond’s is arguably one of the most trusted brands when it comes to skincare, especially among women. You would find at least one product of Pond’s on a woman’s shelf. The reason why Pond’s has become such a trusted and loved brand is that it not only focuses on beauty but wants its users to feel beautiful from within. 

In this article, we will have a quick look at the Pond’s case study and know the brand a little better. 

Pond’s was introduced to the world in 1846, and so, it has a rich history of 176 years. It was created by a scientist, Theron T. Pond, who made the first Pond’s cream, as a medication in the United States of America. The cream was used to treat minor wounds, and illnesses by extracting medicinal tea from witch-hazel. 

You can also check this out Let’s Change Beauty. How Dove Changed the Beauty Industry?

However, it wasn’t till 1886, that the company began to advertise itself under the name Pond’s Healing, which continued till the year 1910. 

In the year 1914, Pond’s entered the facial care sector and started its journey to become the beauty behemoth they are today. They introduced Pond’s cold cream and vanishing cream that year, and had a goal to boost their sales of cosmetic goods. 

The success of Pond’s was no huge shock and attracted popular celebrities from all over the world. In the 1920s, the company managed to sign endorsement deals with Hollywood stars, and people with a huge fan following all around the world. Thus, began the journey of building a feeling of trust that Pond’s is a brand that guarantees top-quality products and timely delivery of them. 

The production, which started in Connecticut, started reaching various countries such as India, Japan, Spain, Thailand, and much more. It moved its headquarters to New York City and began to conquer the entire world. 

So, now let’s talk about Pond’s in India. 

Pond’s entered the country the same year we got our independence, i.e., 1947, and they started by just selling their cold cream. However, it wasn’t until 1956 that they introduced their talcum powders to the customers of India, and started to become a household name. 

We all know that Hindustan Unilever is the parent company of Pond’s. They purchased the company in 1987 and changed the outlook of the skincare products that were being offered to Indians. 

Pond’s has become a brand leader in the personal care industry, which is linked with the fast-moving consumer goods (FMCG) industry. They categorise their products into three different categories, which are oil management, anti-aging, and skin lightening. 

Pond’s has recently ventured into the men’s category as well. We all, irrespective of our genders have used some of their top quality products, which include BB Cremas, Makeup Removers, Talcum Powder, Moisturisers, Pond’s Men Pollution Out, Pond’s Men Acno Clear Oil Control, and much more. They also provide treatments for oil control, pimples, sun damage, and pollution.  

Pond’s has been marketing its products for over a hundred years, and has created powerful advertising campaigns on various media outlets such as television, radio, magazines, and other forms of print and digital media. 

Pond’s recognized that people will use more facial care products if they are made aware of their benefits and they capitalised on that and became the behemoth it is today.

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