STRATEGY
The fact is, POND’S Rejuveness is more accessible (read: less expensive) than the competition – Olay and Neutrogena. But more importantly, it works. It’s not a dumbed-down product compared to others. And in this category, 66% of people who buy anti-age say that price is their main frustration – it’s just too expensive. In a sentence: Pond’s Rejuveness – Finally, Anti-Age That Doesn’t Hurt To Buy.

CONCEPT
By offering the same ingredients as premium brands at a fraction of the cost, Pond’s Rejuveness has become every savvy beauty shopper’s dream come true. A dream you have to see to believe. We show this to customers by focusing on the products’ premium ingredients — Vitamin B3 and Retinol Complex. These are the same ingredients used by luxury brands to visibly reduce the look of wrinkles and slow new signs of aging, but with Pond’s Rejuveness they cost a lot less. With real results at an affordable price, there’s no reason not to try NEW Pond’s Rejuveness.

EXECUTION
OLV, Social, Digital Banners
Targeted four different precision markets; Beauty/Health Conscious Consumers, Value-Conscious Consumers, Competitive Buyers, and Pond’s Current Consumers.

ECD \\ Bernardo Andrada
Creative Director \\ Roxanne White
ACD \\ Robert Izar
Art Director \\ Lauren Abele
Copywriter \\ Chelsea Pech
Strategy \\ Mike Faley