3. Main
Objectives
MCO
MMO
• Entering Masstige market
• Leadership in anti-aging segment
• Recruit competence users
To be perceived as the leading brand
on Face Care Experts, Innovative
Brand and Effectively Fights Ageing
• Establish leadership in the anti-aging
segment.
• Win in Anti Aging in all price points,
driving volume migration towards
upper tiers
4. Helps you realise
your dreams of love.
From the heart
• Straight-talking knock-out
claims that make you
want to give it a go.
• The Ponds Institute
Playful, inventive and
surprising.
Resourceful and
Intuitiive as only a
woman can be.
Functionally:
9. Essence
Romance
realized
• Sensorial experience of
the product
Makes you more
beautiful
Emotionally:
Only Pond’s gives you
the beauty that brings
romance into your life
The magical feeling of
love
4. Insight
At heart every woman craves the magical feeling of
love. Being more beautiful enhances your chances of
love.
3. Target
2. Competitive Environment
All face care solutions
The romantic side of every woman.
1. Roots
• A long advertising history linking beauty to romance.
• First skin care regime in the USA comprising Cold Cream & Vanishing
Cream.
• A second wave of introduction in Asia based on skin-lightening
Taking in mind
the “Romance
Realization” as
an important
strategic driver
8. Ocupation Women 35-50 ABC (4 Countries)
Total 4C
Married
ARG
COL
60%
61%
16%
Single
8%
Separated
7%
8%
Divorced
5%
8-29 h/w
Less than 8 h/w
Unemployed
15%
19%
24%
5%
9%
7%
7%
6%
3%
5%
8%
3%
2%
2%
2%
69%
59%
Employed
Employed pt
51%
7%
2%
15%
19%
13%
17%
41%
Source: TGI Latina Women 35-50 ABC
Universe Wom ABC 35-50: 6.857.000
48%
21%
15%
5%
2%
3%
31%
54%
68%
50%
43%
30 hours wkl
VEN
67%
19%
8%
Widowed
51%
13%
Union with mate
MEX
42%
33%
11%
22%
9%
18%
2%
32%
55%
4%
47%
44%
9. Direct Sales Business
• US$100,000 millions
Worldwide Business
– 50% = cosmetics and
personal care
• 54 millions of sales
persons
– 24% just in U.S.A.
– 75% Women
– Omnilife Mexico has almost
3 million of distributors
– Direct Sales have access to
the 63% of Colombian
Sources: World Federation of Direct Selling Association
10. Botox
• Incredible change:
– 3-7 days
Latin America
• Effect:
•
Women start using it at 38 y.o.
• Cost:
•
Business increase 33% per
year worldwide, the fastestgrowing cosmetic.
•
USA, Mexico and Argentina:
Top 3 countries with Botox
ussage (annual market
increases in value up to 80%)
•
40% of Botox users are Heavy
Users
– 4-6 months
– US$400 - US$1,000
11. Key Findings
•
65% of women declare to be
open for a esthetic surgery.
•
The hispan market increases
67% in esthetic surgeries
during the last year
Sources: Allergan, American Society for Aesthetic
Plastic Surgey, Terra Hispanic PR Wire,
AmericaOn Line Latino
25. What about the vision of love/romance:
A cross country opinion
Love
•Love is forever
Social
•Love is open, is free.
•Family
•Love is unconditional
∙The maximum state of tranquility
Expression Emotional
•It make me happy
∙Is the reason to live
∙Love is the motor of life.
∙Love it is the only reason why I came to
this world.
•Love is the most profound
manifestation of a human being
•Love is sacrifice, understanding,
patience, building, sharing, admiration,
recognition.
•Hugs, words, tenderness
Romance
•Wonderful limited period of time
•Romance is intimate private
•Couple
•Expects reciprocity
•Romance is temporary
∙It feeds Love
•Romance equals passion
wiliness, seduction
•Today is not the romance alive
•The romance is
Details, Kissing, touching, hugging
•Sex, to be desired
•Clandestine
Source: Initiative
26. I wish my skin looked
younger and fresher
I’m a little overweight
I feel younger than I look
I still crave romance
Romance seems to take
more work than it used to
I know beauty
only skin deep,
is
but if
I don’t feel good about
how I look, I don’t feel
romantic.
27. Consumer Insight
I like to feel attractive
…I still want to be
desired
She needs reassurance
that her romantic spirit
still shines through
28. Pond’s Age Miracle Needs to Work on Two levels
Age Miracle needs to
help her feel romantic by
reminding her that true
romance comes deep
from within
Age Miracle needs to
help her feel romantic by
making her face look
and feel younger
younger
looking
skin
feeling
younger
looks of love
(from her)
romanti
c
feelings
looks of love
(from him)
29. Refining the Connection Strategy
Brand idea:
“romance realised”
Consumer insight
“I like to feel attractive
& still want to be desired”
Connection Platform:
“the look of love”
30. Connection Platform
“The look of love!”
We want her to bask in the look of love
...the look of love from a partner
...the look of love coming from inside her self
57. To achieve this
we must influence a chain of behaviors
I know
about it
I‘m
going to
give it a
try
I see it
working
I use it
on a daily
basis
A ‘POND’S Age Miracle pathway’
I try
other Age
Miracle
products
58. Unlocking the Pond’s Age Miracle Pathway
I know
about it
I‘m
going to
give it a
try
I see it
working
I use it
on a daily
basis
I try
other Age
Miracle
products
We need to work in Connections that:
Inspire
Build Trust
61. Outdoor
Mass
Magazines
TV
TV
Talkshows
Cable
Radio
News/ Music
Impact &
Visibility
Interact with ‘product’:
(Sampling,
demonstrations)
Radio
Web
‘her’
Forums
Magazines
friends
Trust
Books
TV Open
Right
Mobile
Restaurants
Mindset
Newspaper
Masstige
Quality Enviroment
Merchandising
Prestige Internet
Malls
Restaurants
Parks
Cinema
TV Films
Cable
Quality
Events
Places
Quality
Magazine Vacation
Cinemas
Places
Romantic
Books
High Potential Channels
TV Soap
Opera
62. Outdoor
Mass
Magazines
TV
TV
Talkshows
Cable
Radio
News/ Music
Impact &
Interact with ‘product’:
(Sampling,
demonstrations)
Radio
Web
‘her’
Forums
Magazines
Visibility
friends
Trust
Books
Books
TV Open
Right
Mobile
Restaurants
Mindset
Newspaper
Parks
Masstige
Quality Enviroment
Merchandising
Prestige Internet
Malls
Restaurants
Cinema
TV Films
Cable
Quality
Events
Places
Quality
Magazine Vacation
Cinemas
Places
Romantic
Books
High Potential Channels
TV Soap
Opera
63. Food For Thought
Recognize this
variant is more
than just a perfum
choise. It delivers
of a specific kind
of cleaning:
iluminated whites
and the smell of
sundried clothes.
Can’t separate
channels from
activation ideas…
[think]
…or activation
ideas from
channels
66. Reach
“Look of love” connecting channels
TV
Visible , fast
Awarness
Radio
Mobile &
Bluetooth
NICE TO HAVE
NICE TO HAVE
CHANNELS
CHANNELS
AREA
AREA
WEB
Activations
Excuse to contact in
the right place at the
Right time
Experience will
generates talkability
Merchandise
Experience & reinforcing
Ponds commitment.
Quality boxes/Kits
MUST HAVE
MUST
OOH/Indoor HAVE
CHANNELS
Visibility,
CHANNELS
Dramatization and
AREA
Impact
AREA
Prove
Cinema
Quality locations
Ponds
Institute
Prove
Expertisse
Magazines
Quality supports
Endorse masstige
credential
Newspaper
Strategic Fit
67. Reach
“Look of love” connecting channels
TV
Visible , fast
Awarness
Radio
Mobile &
Bluetooth
NICE TO HAVE
CHANNELS
AREA
WEB
Activations
Excuse to contact in
the right place at the
Right time
Experience will
generates talkability
Merchandise
Experience & reinforcing
Ponds commitment.
Quality boxes/Kits
MUST
OOH/Indoor
HAVE
Visibility,
CHANNELS
Dramatization and
Impact
AREA
Prove
Cinema
Quality locations
Ponds
Institute
Prove
Expertisse
Magazines
Quality supports
Endorse masstige
credential
Newspaper
Strategic Fit
70. Expert / Real Experience
Concept: Make the experience
real, something she can touch
Pond’s Institute
71. How it works:
Consumer
Engagement
Channel Call
to Action
Women who “touched”
the experience/ Talkability
Stage
Timeline
One Month
permanet
How
Attract women to touch
the real Pond’s
experience
Mobile clinique with
scientific skin assesment
Online scan +
analysis of skin,
beauty tips
Media Insert
e
Pull-out supplements with history and
Lov
k of s
latest developments
Loo
rie
The al sto ance
e
R
Individual file, record on t R o m
u
abo
improvements
Radio
Internet
TV Magazines
72. Trial
Seven Days
Before the Big
Event…
•Trial Pack/merchandise
•Dress Shop Partnership
(when you are looking for
the dress)
•Hair Salon: Tied to once-aweek salon visit
Activation
Prove
Expertise
Masstige
endorsement
: Fashion and
category dress
shops and stylish
hair salons
76. Provoking the “right
mindset”
Concept:
Open TV Ponds sponsorship of
classic romance movies played in the
evening’s prime time
Idea:
Romance de Película
Activation
Inspiring
Romance
77. How it works:
Channel: Open TV
Type: Sponsorship
Prime Time (8-11 pm)
Woman TV Audience
TV “Romance de
Películas”
Sponsorship
+
+
=
78. Make romance a relevant
“matter”
Concept:
-Prevoiuos to launch
-A 7-days love story, each day
-Engaging consumer through make
them “think about it”
Idea:
“Milagros del Amor”
Activation
Inspiring
Romance
79. How it works:
Stage
Timeline
Preparing
Content:
7 love stories
Concept spread
into market/
Blog launch
3 months
7 days
Hired
Contemporary
Woman Writer
Each day story
publication in blog
Consumer
Engagement
Valentine’s
Day (14/02)
Consumer Content
7 days
How
Women start
commenting and
sharing their own
love-experiences
Internet Blog Launch
PR (Writer’s Interviews)
TV Magazines
Magazines
(stories printed edition)
Radio Section Love story Narration
ve
f Lo
ok o ies
Lo
r
The al sto ance
Re Rom
ut
abo
81. How it works:
l
Hote
Exp
yro
to sk
ve
for lo
ng
looki
ce
erien
ck
...
Timeline
...Years of Marriage
How
Couple runs into
routine and love
slightly drops
7 days
One Month
Announcement
of the
Romantic
Revival
TV “7 day Miracles” (Master Campaign)
“7 days Btq Htl Romance”
Magazines
Radio
Internet
7 days
Masstige
endorsement
For Second
: Well know Time
Quality
Boutique
Hotel (Located
on prestige zone)
PR (Couple’s Interviews)
83. How it works:
Channel Call
to Action
Consumer
Engagement
Audience
Presence
Stage
Timeline
One Month
7 days
How
Exhorting couples to
life a new romantic
experience
A classic romantic movie to be played
by night each of the 7 days activation
in big fields or city parks
Radio
Digital
TV Magazines
OOH
Masstige
e
Lov
k of s
endorsement
Loo
rie
The al sto ance
e
R
Rom
o u t place,
: Nice
ab
secure, well
located in cities
(near to prestige
zone)
85. Trade/Merchandis
ing:
7 CD’s of
Love Classics
7 Classic
Love Movies
7 Chocolates/
Pralines
Masstige
endorsement
: Quality well
7 Bath
Candles
finished wood
or metal box.
86. Indicative Activity Plan
P1: ‘Establish
Awareness
P2: ‘Amplification’
Bringing consumers into
romance experiences
P3: ‘Reinforce’
Consumer Engagement
through participation
in romance activities and
experiences
Must Have
Channels
Nice to Have
Channels
Launch:
Launch:
Master Campaign
Master Campaign
•Romance de Pelicula
•Romance de Pelicula
•The Look of Love Book
•The Look of Love Book
•CV Milagros del Amor
•CV Milagros del Amor
• •Boutique Hotel
Boutique Hotel
• •Romantic Kit
Romantic Kit
• •Open Cinema
Open Cinema
• •77 days before big event
days before big event
• • 77 days separation...
days separation...
• • Unwrinkling Display
Unwrinkling Display
• •Pond’s Institute
Pond’s Institute
•Pond’s Beauty Kit
•Pond’s Beauty Kit
TV (Open & Cable)
TV (Open & Cable)
Magazine
Magazine
Internet
Internet