BEAUTY / UNILEVER / POND’S
Work
Pond’s
FROM MASS TO PRESTIGE: CULTIVATING A "MASSTIGE" PRESENCE THROUGH GLOBAL DESIGN TRANSFORMATION
THE CHALLENGE Pond's, a beloved mass-market heritage brand, was perceived as traditional despite its proven efficacy. The challenge was to rejuvenate its image and elevate its aesthetic to achieve a "Masstige" presence, blending accessibility with aspiration. This creative initiative redefined Pond's place in the global beauty ecosystem, expanding its market reach and profitability worldwide.
THE CREATIVE STRATEGY & CREATIVE DIRECTION My approach centered on a comprehensive, design-led transformation to instill Pond's with a distinctive "Masstige" presence, executed as a global redesign for their base brand, encompassing the North American market, Latin America, and APAC regions. I spearheaded a complete redesign of Pond's packaging and brandmark design from traditional mass-market cues toward a cleaner, more elegant aesthetic that communicated advanced formulations and premium ingredients. This redesign directly provided the visual framework for all brand touchpoints. This holistic creative strategy strategically redefined the brand's perceived value and market segment worldwide.
THE RESULT The strategic global design transformation successfully propelled Pond's into the "Masstige" category, driving significant brand uplift and achieving a measurable increase in brand perception among younger, affluent consumers. This elevation resulted in expanded market share and enabled the successful introduction of new, higher-value product lines globally.
