1HQ Brand Agency Singapore Revitalises POND’S with a Striking Packaging Revolution

Background Re-imagining an iconic brand is no easy task: it demands rigour in briefing, strategy and creative… and there are few beauty brands as iconic as POND’S. Founded in 1846, the brand was a beacon for generations of women looking to achieve better, brighter and healthier skin through breakthrough innovations and technology. But the beauty landscape had changed: consumers are now more informed, affluent and demanding, which meant that POND’S brand expression needed to fundamentally change to shift perceptions and re-ignite engagement. Brief POND’S needed to re-establish its own relevance, credibility and desirability in a saturated, fast-changing category, by completely revolutionising brand and product image and perceptions… so a bold initiative was put in place: elevate POND’S from