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01 / Visual Strategy Guide
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01 / Visual Standard Guide
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Hi, there.
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The univesal lotion for cuts, bruises and burns—a households necessity in every American home. —Pond’s Extract Co.,
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CONTENTS
01 / HERITAGE
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Brand History
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Timeline
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02 / BRAND FUTURE
03 / COMPETITION
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Mission Statement
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Current Competitors
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Keywords
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Adjacent Competitors
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Audience
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Aspirational Competitors
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01 / HERITAGE 10
Brand History
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Timeline
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Brand’s History Pond’s is a brand of beauty and health care products, currently owned by parent company the multinational corporation Unilever. In 1846 American pharmacist named Theron T. Pond invented the ‘Golden Treasure’—a healing tea extracted from witch hazel, which he discovered could strengthen skin below the surface, helping it repair itself from small cuts and numerous other ailments. Soon after, the product became widely popular as the Pond’s Extract. This set the stage for what was to become the world’s first skincare brand, and a unique history of skincare breakthroughs all dedicated to helping women keep their skin looking radiant and feeling soft. As the 20th Century advanced and World War 2 broke out, women had to step in and take over men’s jobs as they went to war. Pond’s stood by them with their unique duo of Pond’s Cold Cream (the world’s first moisturizer not to require refrigeration) and Pond’s Vanishing Cream helping them retain their grace, softness and femininity in these stressful new roles.
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Timeline The company’s main emphasis was selling cosmetic products.
Pond’s cream was invented in The U.S. as a patent medicine by Theron T.Pond.
1846
1900
1852
1886
1910
The brand was named as “Pond’s Extract.” Pond’s began to advertise nationally, they advertised under the name of Pond’s healing until 1910.
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Pond’s company
Queen Marie of
First merge by
began to advertise
Romania visited the
Chesebrough Manu-
“Pond’s vanishing
United States, and
facturing company.
cream” and “Pond’s
she enjoyed the
cold cream together.
product so much.
1914
1923
1922
Pond’s was a well established brand among America and new ad campaign start.
1955
1930
1987
Sales of the products
Second merge,
had gone down. Then
“Chesebrough-ponds
the Pond’s company
was acquired by
targeted royalty, poli-
Unilever.
tician and people of high class stature. The company’s business slowed down somewhat. However, the Pond’s company expanded slowly, adding face powder and angel face products.
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02 / BRAND FUTURE 16
Mission Statement
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Keywords
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Audience
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Our Mission Our goal is to explore a scientific way to help people to maximize their wellness and beauty, also dig out solutions for every needs on beauty.
Brand Expansion The market expansion potential of International markets is fantastic because skin care as a market is going to expand more and more, as many countries are globally improving in their economy. Where developed markets are becoming saturated, developing economies are opportunities for companies. Men’s skin care is a good opportunity for Pond’s which is one of the first few entrants in this sector. Gillette and Nivea are already present in this segment and Pond’s can make its mark too. So Pond’s will not only focus on female.
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Using science to bring people wellness and beauty.
Beauty
Natural
Scientific
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Beauty To bring people beauty, not only outside beauty, but also inside.
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Natural Providing customer with 100% natural ingredients products.
Scientific Using Science to help people building their beauty better.
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Previous Look Traditional
Universal
Healing
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POND’S
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Future Look Advanced
Scientific
Creative
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POND’S
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Personas The purpose of working with personas is to be able to develop solutions, products and services based upon the needs and goals of your users. Through making multiple personas, we can clearly see what customer we have and which part we need to concerned. It is helpful for the brand to expand in the future.
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Name: Fiona Bhatti Age: 22 Location: New Delhi Occupation: Airline Stewardess
A new wage earner
– Since her job has requirement on make up, she purchased more cosmetic than skin care – Because she just start work, Fiona doesn’t have that much budget on skin care, all type problem treatment products are very suitable for her – Her skin condition is pretty good right now, so she prefer uncomplicated skin care products – According to the attribute of her work, she wants her luggage not be overload – She her coworkers always talk about beauty or skin care brand while they are waiting for the flight – She watched a lot of make up video at her spare time – Fiona never goes out without make up, because she wants to stay beauty all the time
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Name: Melissa Allen Age: 26 Location: Toronto Occupation: Freelance writer
A beauty blogger
– As a beauty blogger, she needs to try a lot of products in person to see which products is the best – Because she just start to do a part-time beauty blogger, Mellisa can’t afford expensive brand – Sometimes she needs to stay up for writing, a simple skin care process save time – She needs to keep a good skin condition to convince her audience – Mellisa knows a lot of friends work for cosmetic company, they always recommend products for her – She doing yoga at home for keeping good body shape – Normally she only eats meat once a week
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Name: Masago Shimada Age: 29 Location: Tokyo Occupation: Student
A medical student
– She is a total vegetarian since she was 18 – She only choose those beauty brand which make out of herbal or natural ingredient – Every time she goes to the supermarket, she always check the food label – Because Masago has a sensitive skin, she is much careful than others on choose a new product – She purchased a goods depends on function more than aesthetic – Even though Masago isn’t a fashion person, she still care about her appearance from keep everything neat and clean – She prefer to trust old history brand because she thinks only good products can exist in long term
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Name: Nicole Barnes Age: 32 Location: Huston Occupation: Courier
A poor daddy
– He got married with three kids and a dog, there is just a tiny space for him in the bath, so he needs to find out a products can solve every skin problems just in one bottle – Normally he is too tired to use skincare products, but he has a dry skin, so he has to use – He goes to target with her wife half of month, he pick up a product which he can recognize that brand – Because he has to take care of his whole family, he doesn’t have much budget on skincare – Sometimes he goes to fishing with her daddy on weekend, so he do use suncream – Her wife’s choice effects him, he trust what her wife choose – Sometimes his son will use his skin cream, so he has to be careful the ingredient in the product
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Name: Suying Chen Age: 58 Location: Shanghai Occupation: Retired drama actor
A nostalgia person
– She is thrifty person, so she always compare the price and function – If she has some products she trust, she is willing to stick with that product for many years – Suying lives with her son and daughter in law as well as her granddaughter Yoyo, sometimes she takes care of Yoyo and she doesn’t got much time on skincare – Due to her previous work attribute, she care about appearance more than any other peer – She has a friend meeting once a month, so she not willing to go there with a bad skin condition – Suying get up early and she will go out to walk with his husband at the nearest park – Because her granddaughter is very naughty kid, she afraid of Yoyo will play with her stuff, so she always take a look at the ingredient of a product before she buy it
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Name: Nicha Boonsuwan Age: 18 Location: Bangkok Occupation: Student
A beauty beginner
–Her mom doesn’t allow her to use any cosmetic before college – Since she is a starter, Achara doesn’t know much brand, she just look around in the store to see which brand she can recognize – She just got her first part-time job, so she has money to buy what her wants, but the budget is still limited – Because her mom ask her to choose a skin care which is mild for her skin, Achara try to find some products which doesn’t contain so much chemical ingredient – She likes a boy right now, so she force herself pay more attention on her appearance – She watched a lot of make up video and fitness video on Youtube because she is long for change a little bit before go to university – Her friends also start to concerned with their appearance, so they influence each other
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Name: Stephenie Kim Age: 24 Location: Los Angeles Occupation: Fashion designer
A collecting mania
– She lives in a wealthy family, so she never worry about budget – Sometimes she buy things just because the appearance, not the function – She doesn’t believe that cheap things can have good quality – Stephenie only shopping at Barneys or Neiman Marcus, so she rarely have chance to know a cheap brand – In her career and among her friend zone, everybody is pursing more fashionable, fancy and luxury stuff – She go to professional body beauty institution once a month to maintain her body shape and skin condition – She is pretty satisfy what she has right now so she is not willing to change her life routine
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Name: Neron James Age: 31 Location: Silicon Valley Occupation: Engineer
A workaholic
– He doesn’t have weekend, all of his time is dedicate to his project – Neron doesn’t do anything about his face, just wash the face – He hates anything complicated except his work – He didn’t get married or even has a girlfriend, so no one push him to concern about his appearance – There aren’t many women in the workplace, so it comfort Neron doesn’t care about appearance more – Neron do workout but just for his healthy, not to exercise his muscle – He doesn’t have skin problem so he thinks it is unnecessary to buy something to treat his skin
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03 / COMPETITION 36
Current Competitors
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Adjacent Competitors
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Aspirational Competitors
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Current Competitors Our current competitions are companies that offered same or similar products. The companies list here are mainly produce skin care or cosmetic products, and have similar selling mode, also at similar price range. For those brand, include Pond’s themselves, are contribute to offer appearance service or only advocate one aspect on beauty.
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Dove is owned by Unilever and also are sold in almost 80 countries and are offered for men, women, and kids.
They describes themselves as “Earth friendly, Natural Personal Care Company.” They deals with several types of products like Pond’s does.
The company produces various products, each of their products is defined for various skin types which is associate with pond’s mission statement.
The brand slogan is “Better Ingredients. Better Skincare: Aveeno.” Aveeno offers products to treat different skin conditions which has healing function.
This company is famous for its cold cream and it dominates the cold cream market, pond’s has cold cream as their signature products too.
Lakme is a famous Indian cosmetic brand which is owned by Hindustan Unilever. Pond’s is popular in India too.
Like Pond’s did, their products are distributed across many countries too. They also offer offers a variety of products for cosmetic and skin care.
This brand uses seeds, fruits, flowers those kind of natural ingredient for their products.
Cetaphil products are commonly sold at grocery stores and pharmacies throughout the United States which is universal.
A popular personal care brand, Vaseline is also owned by Unilever. They don’t have much products, but it’s a trusted brand.
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Adjacent Competitors For those adjacent competitors, some are not focus on outside beauty but increase the quality of life. Pond’s differentiate itself from those brand by using science to contribute on beauty.
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Mac is a well-known know cosmetic brand in the world. The high quality and reasonable price are most high competition of them.
It was established as a medical equipment pharmaceutical and they have all age skin care too.
This is Korean local brand which is popular among young people. They offer cosmetic and skincare that make out of food, so this brand name is Skinfood.
This is a British cosmetics, skin care and perfume company. They selling naturallyscented soaps and lotions.
The products were marketed as having “department store quality” while being sold at “drugstore prices.”
This is a multinational manufacturer and marketer of prestige skincare, makeup, fragrance and hair care products that are popular in different age of women.
Lush is a cosmetic retailers in the UK. They sells hair soap and bath bombs. Young woman like to use their products because of their natural features.
They sell health and nutrition related products, including vitamins, supplements, minerals, herbs, sports nutrition, diet, and energy products.
L’Occitane, is an international retailer of body, face, fragrances and home products. Their products please customer’s skin and nose.
The brand deals with makeup range for the cosmetics, makeup tools, and removers. Their products are sold in shopping malls and target.
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Aspirational Competitors Those aspirational competitors are using science and have their own unique formulate method on beauty. Some are contribute to the quick-fix appearance, some are pay attention to long-term beauty. What Pond’s need to do in the future is not only focus on physical beauty, also use science to build mental beauty.
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They sells natural beauty products. They have pioneered the use of many natural ingredients in beauty.
It’s Pacific Bioscience Laboratories, Inc., they use technique to produce electronic skin care products.
Their objective has always been to formulate skin, hair and body care products of the finest quality.
To provide the highest quality and most effective products to enhance every skin type and concern, offering products for all ages and ethnicities.
The company produces facial cleansing brushes, sonic electric toothbrushes and eye massager. They are using technique to broad the way of beauty.
They are committed to continually perfecting, improving, and innovating the ideal regimen-for men.
Kiehl’s also established by pharmacist and they stick with use formulated products for customers.
The Ordinary is born to disallow commodity to be disguised as ingenuity. The Ordinary is “Clinical formulations with integrity”.
Their teams study what nature does best to formulate the finest skincare products and are committed to a more sustainable world.
They have International Dermal Institute which is considered gold-standard for postgraduate skin and body therapy training with 37 locations worldwide.
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Designer Klorysa Luo
Typeface Lora Europa
Instructor Hunter Wimmer Spring 2019 Natural of Identity
Sources Pond’s.com wikipedia.org / pond’s
Photography vcg.com Unsplash.com Flickr.com
All rights reserved. No part of this publication can be reproduced without written permission of Klorysa Luo.
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