GR604_POND'S_Visual Strategy Guide(student project)

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The Visual Strategy Guide

Our Heritage

The Visual Strategy Guide

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The Visual Strategy Guide

Our Heritage

This is a student project designed for academic purposes which do not represent POND’S in any way.

The Visual Strategy Guide

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The Visual Strategy Guide

Our Heritage

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The Visual Strategy Guide

Our Heritage

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The Visual Strategy Guide

Our Heritage

Contents I. Our Heritage 11

About Us

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Our History

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Brand Timeline

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Brand Soul & Mission

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Audience Profiles

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Brand Grids

II. Our Future

III. Our Competitors 40

Current Competitors

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Adjacent Competitors

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Aspirational Competitors

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Brand Attributes

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The Visual Strategy Guide

Our Heritage

Strategy GuideGuide The Visual Development

Chapter One

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Our Heritage

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I. Our Herritage 11

About Us

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Our History

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Brand Timeline

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The Visual Strategy Guide

Our Heritage

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The Visual Strategy Guide

We are an American brand of beauty and health care products, currently owned by Unilever. We are a story of skin care breakthroughs over more than 150 years, and has been designing products to meet women's evolving skin care needs and concerns.

Our Heritage

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The Visual Strategy Guide

Our Heritage

Our History POND’S started out in 1846 as a patent medicine company when Theron T. Pond, a pharmacist from Utica, New York, began selling “Golden Treasure”, a homeopathic remedy containing witch hazel. By the twentieth century, the company’s main strategy was geared towards selling cosmetics products.

Today Ponds is sold around the world.

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The Visual Strategy Guide

Our Heritage

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Our Heritage

Chemist Theron T. Pond discovered the remarkable healing properties of witch hazel and invented the Pond’s Extract— the "Golden Treasure.”

POND’S began to advertised nationally under the name of Pond’s Healing.

The company was incorporated under the name Pond’s Extract Company.

1846

1886

1914

1849

1907

The "T.T. Pond Company" was formed.

The first two-step POND'S skincare routine was invented which gained reputations among queens, ladies, and duchess.

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Our Heritage

The bloom of the iconic tulip.

A symbol of feminine beauty that has since then epitomized the brand's promise of radiant skin.

The POND'S Institute launched Alpha Hydroxy Acid, AHA in clinical proving anti-aging products.

POND'S utilized the breakthrough VAO-B3 complex and created the first skincare treatment to fade dark spots in seven days.

1960s

1996

2007

1940s

1992

2006

TODAY

During the war, POND'S helped modern women redefined herself as she moves from factory to office.

The POND'S Institute was born. Firmly established itself as one of the world's leading expert in advanced skincare research and diagnostics.

POND'S discovered the Conjugated Linoleic Acid, CLA.

POND'S is the leader across continents dedicated to bringing out the beauty and confidence in women.

Strategy GuideGuide The Visual Development

Chapter Two

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Our Heritage

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II. Our Future 19

Brand Soul & Mission

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Audience Profiles

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Brand Grids

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The Visual Strategy Guide

Our Heritage

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The Visual Strategy Guide

Our Future

Brand Soul A holistic approach to live a more healthy life.

New Brand Mission Bring out the beauty and confidence in women with the best science, technology, and natural methods.

Rebranding Objective POND'S will evolve beyond skincare. Introduce self-care, self-awareness products, and services to create a balanced and confident lifestyle so that the audiences can glow inside out at all times.

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Our Future

Keywords Scientific We use science and technology to provide solutions for your inner and outer beauty.

Authentic Our products use natural ingredients to meet your needs and concerns.

Beneficial We produce the best products and services to benefit your health and personal development.

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Scientific

The Visual Strategy Guide

Authentic

Our Future

Beneficial

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Our Future

Audience Profiles Audience profiling is essential for building brand equity and creating loyal customers. It can help create understanding and empathy with the endusers define expectations and concerns.

The following eight audience profiles follow brandappropriate ethnographic traits that explain their connection to the brand.

Areas of Concern • Health • Life Balance • Personal Growth

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The Visual Strategy Guide

Our Heritage

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The Visual Strategy Guide

Our Future

The Workaholic Yunhang Lin

Age

30

Occupation

PR Executive

Personality

Perfectionist

Exercise

30 mins/day, 6 times/week

• She has a stressful job that causes her poor sleeping quality.

• She works hard also to reduce feelings of guilt and anxiety.

• She exercises actively because it keeps her healthy to cope with stressful work.

• She is addicted to checking emails, which makes her struggle with resting.

• She pays attention to details and only trusts products with scientific proof.

• She spends time in skincare routines because she needs perfect skin.

• She enjoys a productive day because accomplishments make her happy.

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Our Future

The Lifestyle Influencer Laura Chouette

Age

22

Occupation

Engineer

Personality

Sociable

Exercise

30 mins/day, 3 times/week

• She keeps a clean diet and exercises to stay healthy.

• She enjoys reading magazines and online articles because she likes to discover trends about healthy living.

• She spends time alone with herself everyday because it helps her stay calm and live in the moment.

• She enjoys reading magazines and online articles because she likes to discover trends in the beauty industry.

• She like sharing and only shares reliable and authentic products.

• She starts to learn photography recently since she wants to record and share beautiful things.

• She writes meaningful content to create a supportive community with her audiences.

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Our Future

The Yoga Lover Sophia Coleman

Age

40

Occupation

Stay-at-home Mom

Personality

Compassion

Exercise

60 mins/day, 7 times/week

• She does yoga every morning and evening because it gives her energy and brighter moods.

• She likes to cook and discover recipes to take care of her family’s health.

• She also spends time practicing meditation because she values mental health.

• She enjoys going out to nature because it makes her feel refreshed.

• She thinks it is important to do housework with her children to cultivate their confidence and independence from a young age.

• She keeps a diary every day to reflect, making her more compassionate.

• She values Me-Time since it makes her feel confident and attractive.

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Our Future

The Student Lucia Martinez

Age

18

Occupation

Student

Personality

Anxious

Exercise

30 mins/day, 2 times/week

• She keeps a journal since she wants to relieve anxiety.

• She does not like to socialize because she is insecure about her appearance.

• She likes spending time alone to calm and relax.

• She enjoys gardening because it reduces her stress and reminds her of taking care of herself.

• She spends time challenging new things to boost her confidence.

• She likes to learn because it helps her stay motivated.

• She studies hard since learning enriches her mind.

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Our Future

The Boyfriend Rajan Khatri

Age

29

Occupation

Data Analyst

Personality

Reliable

Exercise

60 mins/day, 3 times/week

• He wants to buy skincare products as a birthday present to spoil his girlfriend.

• He collects and compares product information before he shops because he thinks putting unknown chemicals on the skin is dangerous.

• He likes going to the gym to keep in shape and stay healthy.

• He enjoys decorating his space with his girfriend because an aesthetic environment is comforting and makes him relaxed.

• He pays attention to lifestyle trends because he wants a healthier life.

• He does not know much about skincare products or brands and only pays attention to the ingredients in the products.

• He spends time in personal grooming because he cares about his appearance and wants to look good in front of his girlfriend.

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Our Future

The Retiree Robert Kroll

Age

66

Occupation

Retired

Personality

Optimistic

Exercise

20 mins/day, 5 times/week

• He takes a walk every morning with his wife to stay healthy and active.

• He buys self-care products for his wife and himself because it makes both of them happy.

• He keeps a simple lifestyle since it makes him focus on essential things in his life.

• He enjoys the outdoor because nature enriches his mind.

• He thinks personal grooming means taking good care of yourself and respecting other people.

• He only trusts brands with scientific proof and simple natural ingredients because it makes him feel secure.

• He likes to try new things and hobbies because it makes him feel good, attractive, and sexy.

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Our Future

The Natural Only Person Amy Johnson

Age

34

Occupation

Administrative Executive

Personality

Humble

Exercise

20 mins/day, 3 times/week

‧ She rides a bike to reduce emissions. ‧ She uses organic products and avoids chain grocery stores. ‧ She spends time building home furniture and does not like to spend money. ‧ She does not like skincare products because she thinks it is harmful to her. ‧ She volunteers in non-profit organizations to protect the environment. ‧ She enjoys gardening and grows most vegetables and fruits for her diet. ‧ She is vegan and does not eat any processed food or uses any industrial products.

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Our Future

The Carefree Guy Lucas Charles

Age

25

Occupation

Barista

Personality

Easygoing

Exercise

Random

‧ He does not groom because he doe not care about his appearance. ‧ He likes to eat fast food and not healthy diet. ‧ He has no time in exercising because he is busy making money. ‧ He invest most of his money in his hobbies and business. ‧ He does not exercise often because he does not care much about his health. ‧ He rather stay at home and drink beer with his friends than going out. ‧ He thinks morning/night routines are unnecessary because he feels restricted when needed to do the same things every day.

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Brand Grids The brand grid helps visually explain and describe the brand at a glance.

It can demonstrate the brand personality in a distinct way.

Where We Are We believe that the better you understand your skin, the more beautiful you can be. We used to focus on senior groups as our audiences, and now we introduce our products to millennials and generation z.

Our Future

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POND'S POND'S

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Our Future

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Where We Are Headed We will evolve beyond skin care products in the future. Create a balanced and confident lifestyle that allows our audiences to live healthier lives.

Our Future

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POND'S

The Visual Strategy Guide

Our Future

Strategy GuideGuide The Visual Development

Chapter Three

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Our Heritage

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III. Our Competitors 38

Current Competitors

40 Adjacent Competitors 42 Aspirational Competitors 44

Brand Attributes

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The Visual Strategy Guide

Our Competitors

The Competitors The competitor research helps us understand and reflect on who we stand in the market. It helps us position ourselves to create maximum success and differentiate ourselves from other brands. It allows us to find new ways to attract more customers and provide better services.

We achieve it by looking at our current, adjacent, and aspiring competitors.

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Our Heritage

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Our Competitors

Current Competitors There are various skincare products for consumers to choose from in today's market.

These brands are commonly seen in the pharmacy's shared-shelf space and retail stores.

POND'S has over 150 years of beautiful skin experiences powered by the best of science and technology.

Dove provides skincare to hair care products and believes beauty is feeling the best version of oneself.

Avon has skincare products and cosmetics. To celebrate women's power to make a beautiful and positive impact in the world.

Olay is a brand that believes in superior science dedicated to giving people quality products, safe ingredients, and real results.

Aveeno uses a selection of natural ingredients, provides nourishing skincare for sensitive skin.

Nivea developed numerous innovative skin care products for different skin types and cultural, gender, and age requirements.

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Neutrogena is the dermatologistrecommended skincare brand with skin and hair care products.

Clinique provides products without allergens, irritants, and ingredients that could potentially harm the skin.

Vaseline's dermatological care products have been helping skin heal dry skin.

Cetaphil was designed by a pharmacist with a line of skincare products to help patients more effectively treat their sensitive skin.

Burt's Bees products use natural and nutrient-rich ingredients to nourish and revitalize people's skin.

Our Competitors

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The Visual Strategy Guide

Our Competitors

Adjacent Competitors In addition to skincare products, these companies offer merchandises and services that help with beauty, physical health, mental well-being, and personal development to become a better self.

Garnier is a hair and skin expert blending naturally inspired and derived ingredients into breakthrough formulas.

The Body Shop provides beauty products, works fairly with farmers and suppliers, and helps communities thrive through their Community Fair Trade program.

Sephora is a French multinational retailer of personal care and beauty products featuring nearly 3,000 brands and its own private label.

Lancome is a French luxury perfumes and cosmetics house that offers luxury skin care, fragrances,

The Estee Lauder Companies is an American multinational manufacturer and marketer of skincare, makeup, fragrance and hair care products

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Curology provides personalized skincare products with customized ingredients for various skin conditions.

Yoga International empower your practice and your life with online yoga resources, articles and videos.

Aesop offers skin, hair and body care formulations created with meticulous attention to detail, and with efficacy and sensory pleasure in mind.

24 Hour Fitness is committed to creating a healthier, happier world through fitness with nearly 300 clubs in 11 states nationwide.

Ur Best Self is a brand that believes everything you need is already inside you. They design beautiful journals for personal development.

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Our Competitors

Aspirational Competitors POND'S new mission is to bring out the beauty and confidence in women with the best science, technology, and natural methods.

These competing companies have similar products and services, making them the aspirational competitors for our company.

Fitbit is an electronics and fitness company based in San Francisco. It produces wearable technology, physical fitness monitors and activity trackers.

Care/Of believes everyone has a different path to personal health.

They provides personalized supplements and vitamins

Well+Good works to inform, empower, and educate communities and individuals in the many ways your day-to-day impacts your ability to live well.

The Nue Co. blends science and natural innovation to deliver effective, gentle supplement solutions.

Mindbodygreen is a 360 approach to wellness that weaves the mental, physical, spiritual, emotional, and environmental aspects of well-being.

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Headspace helps you create lifechanging habits to support your mental health through science-backed meditation and mindfulness tools.

Youper uses Cognitive Behavioral Therapy and dedicates to making mental health care accessible for everyone.

Headway provides every person on Earth with original contents and an easy way to learn and get knowledge.

Rocky AI is the digital coach that provides affordable coaching to leaders through daily guided-coaching conversations, sharpening their soft skills.

The Happiness Project provides personalized strategies to create a happier, healthier, more productive, and more creative life.

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Brand Attributes Brand Attributes are the core values that define the overall nature of the company and represent the essence of the brand. They helps to portray the brand characteristics of the company and helps in formulating the brand identity. The attributes are attached to the name and fame of the brand.

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US

Hopes

Our Competitors

THEM

Innovative

Positive

Affordable

Sustainable

Innovative

Responsible

Sustainable

Mindful

Responsible

Community

Mindful

Negative

Affordable Outdated Poor-quality Unethical Predictable

Neutral

Community International Trustworthy Knowledge Established

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Sources & Colophon

Source & Colophon

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Sources & Colophon

INFORMATION

TYPOGRAPHY

Ponds.com

Optima LT

Unileverusa.com

Palatino Linotype

Pondsinstitute.co Cosmeticsandskin.com

PHOTOGRAPHY Unsplash.com Ponds.com iStockphotos.com Pexels.com Cosmeticsandskin.com FinaArtAmerica.com

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Our Heritage

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The Visual Strategy Guide

Our Heritage