Visual Strategy Guide
Visual Strategy Guide
CONTENTS
01
02
03
BRAND INTRODUCTION 07
Brand History
08
Pond’s Timeline
BRAND FUTURE 12
Mission Statement
13
Keywords
19
Audience
COMPETITION 30
Current Competitors
32
Adjacent Competitors
34
Aspirational Competitors
01
BRAND INTRODUCTION Brand History Pond’s Timeline
Brand History
BRAND HISTORY Pond’s Cream was invented in the United States as a patent medicine by pharmacist Theron T. Pond (1800-1852) of Utica, New York, in 1846. Mr. Pond extracted a healing tea from witch hazel which he discovered could heal small cuts and other ailments. The product was named “Golden Treasure.” After Theron died, it would be known as Its “Pond’s Extract.” Pond’s Extract was a mixture of witch hazel distillate, alcohol and water. It was promoted as a general cure-all for a wide variety of ailments including: burns, colds, catarrh, wounds, chilblains, hoarseness, sore throats, piles, scalds, bruises, sunburn, rheumatism, chapped hands, bites, boils, chafing, lameness, nosebleed, frost bite, inflamed eyes and female complaints.
By the 1950s, Pond’s was firmly situated in the middle to lower end of the cosmetic market. One way to survive in this market was to be large and this may have been why Pond’s combined with the Chesebrough Manufacturing Company, Consolidated - the makers of Vaseline - in 1955. The two companies were no strangers, Pond’s chairman, Clifford M. Baker was also a director at Chesebrough. It was a good match and the new company, Chesebrough-Pond’s, would go on to become stronger than its component parts. Today Pond’s is sold around the world. Its largest markets are in Spain and in Asia, including India, Japan and Thailand. Source: https://en.wikipedia.org/wiki/Pond’s
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Brand Introduction
POND’S TIMELINE
Sales of the products had gone down, the Pond’s Company then targeted royalty, politicians and people of high class stature to become The brand was named as
Pond’s was a well established
“Pond’s Extract”.
brand among Americans.
1852
1910
1846
1886
advertisers for the company.
1922 1915
Pond’s Cream was invented
Pond’s launches its first na-
Pond’s Extract Cold Cream
in the United States as a
tional advertising campaign
and Pond’s Extract Vanish-
patent medicine by pharma-
in America using the J.
ing Cream introduced into
cist Theron T. Pond of Utica,
Walter Thompson agency.
Europe.
New York.
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Pond’s Timeline
Pond’s Company was merged in 1955 with the
POND’S give people a better
Chesebrough Manufactur-
understanding of them skin
ing Company, which had a The characters of “Peter” and
condition through the data
good percentage of brands
“Polly Ponds” were created.
when they going to personal
in the facial care field.
care and beauty stores.
1925 1923
1955 1930
Today 1987
Queen Marie of Romania
Pond’s 4 Steps to Beauty
The second merger by Anglo-
visited the United States,
Requiring Cold Cream, Cleans-
Dutch company Unilever, giv-
and she enjoyed the product
ing Tissues, Skin Fresher and
ing “Pond’s Creams” a more
so much.
Vanishing Cream.
international reach.
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02
BRAND FUTURE
Mission Statement Keywords Audience
Brand Future
OUR MISSION Our goal is to use science to bring people wellness and confidence, and bring out their inner and outer beauty.
BRAND EXPANSION Pond’s has a strong mass appeal and has always dominated the middle-class segment of society as a product of choice. The new Pond’s will not only provide people with excellent skin care products, but also help people by providing high-quality mental and physical services through scientific methods, there by helping people build self-confidence and maintain wellness.
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Mission Statement
KEYWORDS Confidence To bring people confidence and help them retain their grace, softness and femininity.
Science Using science to help people build their confidence.
Wellness Being healthy will help people build more confidence in life or work.
13
Brand Future
CURRENT VISION To care about the future of your skin with the added strains of modern day life. With this deep understanding, we are able to anticipate the future and uncover the solutions for all skin needs.
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Current Vision
POND’S
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Brand Future
FUTURE VISION Our future vision is not only about people’s appearance, but also how to make people actively maintain wellness habits.
16
Future Vision
17
Brand RESEARCH Future& STRATEGY
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Persona
PERSONAS A persona is a way to model, summarize and communicate research about people who have been observed or researched in some way. A persona is depicted as a specific person but is not a real individual; rather, it is synthesized from observations of many people. The POND’S target audience is 20–55 year old females because this group will face different challenges every day, and good skin condition can make them more confident in real life.
There are 6 in the target audience, and 2 outliers. Target Audience
Outliers
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Brand Future
The Business Executive
MEI WANG 52 years old HR Director
20
•
She loves nature and insists on getting up to the park every morning to exercise.
•
She likes to go to galleries to appreciate works of art on weekends.
•
As she gets older, she cares more and more about her health.
•
Mei Wang is the director of HR, so she needs to talk to many people every day. Maintaining a delicate appearance will make her more confident in the conversation.
•
The friends around her always say that she doesn’t look like 52 years old, which makes her very satisfied.
•
She is used to meditating for 30 minutes at noon.
•
She is used to reading magazines about women’s health before falling asleep at night.
Persona
Hipster & Influencer
ANDRES SMITH 19 years old Model
•
Andres loves challenges and is willing to try new things.
•
He is very active on his social media and shares some interesting things with his friends every day.
•
As a model he will follow the latest developments in the fashion industry.
•
Andres doesn't like over-consumption, he only buys products that he can afford.
•
His colleagues choices affect him, and influence what he wears.
•
He is used to playing basketball with friends on Friday nights.
•
Andres believes that a healthy body will give him more energy to deal with work matters.
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Brand Future
A healthy environmentalist
MANDY GIMENEZ 25 years old Chef
22
•
As a chef, she knows how to maintain a healthy diet.
•
Mandy takes environmental protection very seriously and participates in tree planting activities every year.
•
She hopes to have the opportunity to travel with friends at the end of this year.
•
Mandy believes that after a day's work, short-term fitness can help her to relax.
•
She grows a lot of vegetables and fruits in the yard at home, because she feels that eating her own food will bring her more satisfaction.
•
When she cooks, she often has some accidents that cause some damage to her skin.
Persona
A Workaholic
CHRIS PANOSIAN 31 years old Software Engineer
•
He cares about his health and diet, because he has a lot of work pressure and needs to pay attention to his body.
•
He believes in products with a scientific basis, because they will make him feel safe.
•
He hopes to find some ways to improve himself, because he is not very confident when chatting with women.
•
Chris is very engaged in his work.
•
He is used to searching for the historical background of a product before buying it.
•
He will do a lot of comparisons of the same kind of products before he buys, because he wants to find the most suitable one
•
Chris is very efficient in doing things
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Brand Future
Trendsetter
EMILY TURNER 18 years old Graphic Design Student
24
•
This is her first year of college life, and she has started to pay attention to her appearance.
•
She believes that a refined appearance can bring her more confidence when she is communicating with others.
•
The friends around her will also pay attention to how to maintain a good-looking appearance, so they will often share their experiences.
•
Because her major is graphic design, she is more likely to be attracted by the packaging when she buys products.
•
She has recently started watching videos about how to make up on Youtube.
•
She is very good at communicating and willing to accept new things.
•
She goes to beauty salons with friends on the weekends to make herself look more confident.
Persona
Fitness & Art Addict
SANAYA KHAN 31 years old Violinist
•
She is a yoga lover.
•
She is paying more and more attention to her appearance because she is about to get married. She hopes that she will be at her most beautiful on the wedding day.
•
Because of the frequent playing of the violin, her fingers often inevitably suffer damage.
•
Influenced by the violin, she prefers older, traditional products because they can be trusted.
•
She wants a healthier lifestyle because it relieves her tension after the performance.
•
She likes watching TV shows about women's health.
•
She rides a bike with her friends every Saturday morning to exercise.
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Brand Future
An Old-school
WILL SANDLER 46 years old Farmer
26
•
He likes to drink a bottle of beer to ease his fatigue after a busy day.
•
He likes to watch war movies with his friends, and sometimes they have divergent views.
•
He doesn’t like to spend money, and only buys clothes a few times a year.
•
He will take the children to the forest to hunt in the allowed season.
•
He does not want his daughter to wear sexy clothes at the age of 16.
•
He enjoys drinking beer and playing Texas Hold’em with friends during weekend time.
•
He is stubborn and it is not a simple matter to change his mind.
Persona
Culture Buff
LAURA J. BOND 34 years old Lawyer (Real Estate Law)
•
Since she is a good lawyer, she has a high income.
•
She doesn't believe that cheap products will have good quality.
•
Due to job requirements, she does not have much time for herself every day.
•
Laura likes to collect some expensive art.
•
She is more interested in cosmetics.
•
Due to her busy life, she rarely has enough time to exercise.
•
Her work is so stressful that she needs medication to maintain her sleep.
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03
COMPETITION
Current Competitors Adjacent Competitors Aspirational Competitors
Competition
CURRENT COMPETITORS There are a variety of products to select when it comes to skin-care. It’s easy to find them on share space in pharmacy store or personal care and beauty stores. Why Pond ’s is different from other brands? Over 150 years of beautiful skin powered by the best of science to bring people beauty.
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Dove is a personal care brand owned by Unilever originating in the United Kingdom. The products are sold in more than 150 countries and are offered for both women, men and babies.
Avon Products, Inc. is a multilevel marketing company in beauty, household, and personal care categories. It is the fifthlargest beauty company and, with 6.4 million representatives, is the second largest direct-selling enterprise in the world.
Origins is a cosmetics brand from the US. The company is known for their natural skin care products. Notable lines include the "A Perfect World" line of products.
The company is a subsidiary of Clorox that describes itself as an "Earth friendly, Natural Personal Care Company" making products for personal care, health, beauty, and personal hygiene. Its products are distributed globally.
Current Competitiors
The brand slogan is "Better Ingredients. Better Skincare: Aveeno." Aveeno offers products to treat different skin conditions which has healing function.
Olay originated in South Africa as Oil of Olay. Olay's marketing was also unique, since it was never described as a moisturizer, nor even as beauty fluid. Nowhere on the packaging did it say what the product actually did.
LakmĂŠ is an Indian cosmetics brand which is owned by Hindustan Unilever. This brand is a strong competitor of Pond's in India.
It is an American brand founded in 1930 and was originally a cosmetics company named Natone.
Vaseline is an American brand of petroleum jelly-based products owned by British-Dutch company Unilever. Products include plain petroleum jelly and a selection of skin creams, soaps, lotions, cleansers, and deodorants.
NIVEA is a German personal care brand that specializes in bodycare. It is owned by the Hamburgbased company Beiersdorf Global AG. The company was founded on 28 March 1882, by Paul Carl Beiersdorf.
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Competition
ADJACENT COMPETITORS Except for skin-care products, there are tons of merchandises and services to make you more confident and healthy.
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Johnson & Johnson is an American multinational corporation founded in 1886 that develops medical devices, pharmaceutical and consumer packaged goods.
Sephora is a Paris–based French multinational chain of personal care and beauty stores founded in Limoges in 1969.
Lush is a cosmetics retailer headquartered in the UK. They sells hair soap and bath bombs. Young woman like to use their product because of their natural features.
This company was founded in Shanghai. With the help of genetic testing technology, users can understand the inner body of their skin and body, and choose the skin care method that suits them.
Adjacent Competitiors
It is a natural brand and the essential oil is useful and delightful for skin care.
In addition to skincare, Aesop also produces hair care, soaps and fragrance. Each Aesop store has a unique interior design developed in collaboration with various architects, interior designers and artists.
Nutrisystem, headquartered in Fort Washington, Pennsylvania, is a commercial provider of weight loss products and services.
The Body Shop is a British cosmetics, skin care and perfume company that was founded in 1976 in Brighton, UK by Dame Anita Roddick.
The company owns a diverse portfolio of brands, distributed internationally through both digital commerce and retail channels.
GNC is a Pittsburgh, Pennsylvania-based American company selling health and nutrition related products, including vitamins, supplements, minerals, herbs, sports nutrition, diet, and energy products.
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Competition
ASPIRATIONAL COMPETITORS The new POND’S will evolve beyond simply giving your the ability to care your skin, but give you manage over your skin and health life style by providing a wide range of products, services in a variety of settings. The following brands are good models to inspire Pond’s evolve further.
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Fitbit is an American company headquartered in San Francisco, California. Its products are activity trackers, wirelessenabled wearable technology devices that measure data such as the number of steps walked, heart rate, quality of sleep, steps climbed, and other personal metrics involved in fitness.
23andMe is a privately held personal genomics and biotechnology company based in Sunnyvale, California. It is best known for providing a direct-toconsumer genetic testing service in which customers provide a saliva sample.
An online training brought to you by caley alyssa, world-renowned 900+ hour certified yoga teacher.
ALLÉL provides a journey within to find the key drivers to your individual aging, by providing our own developed DNA test and scientific products to match your profile.
Aspirational Competitiors
TED Conferences LLC (Technology, Entertainment, Design) is an American media organization that posts talks online for free distribution under the slogan "ideas worth spreading".
The company produces facial cleansing brushes, sonic electric toothbrushes, cleansers, and eye massagers for the consumer and professional markets.
Fresh offers products in the areas of skin care, makeup, fragrance, hair care, body care, candles, gifts and soaps, and
The company provides a line of products and services that serves the sequencing, genotyping and gene expression, and proteomics markets. Its headquarters are located in San Diego, California.
Dermalogica is an American personal care company headquartered in Carson, California. Its products include cleansers, exfoliants, toners, masques, eye treatments, and moisturizers, as well as an acne treatment line for teens.
Since 1987, them've been formulating high-tech, highperformance products in they Labso we have the confidence to go out and make the most of yours.
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Visual Strategy Guide
TYPOGRAPHY Roboto, Chaparral
DESIGNER Yin Wei
INSTRUCTOR & CL ASS INFORMATION Humter Wimmer Fall 2019 Natural of Identity
PHOTOGRAPHY Unsplash.com vcg.com
All rights reserved. No part of this publication can be reproduced without written permission of Yin Wei.
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