POND’S needed a refreshed online presence to highlight the enduring relevance and versatility of their iconic Cold Cream Cleanser, originally developed in 1907. The goal was to showcase the cleanser’s unique benefits, such as its ability to remove even the toughest makeup without stripping the skin, while educating consumers on its suitability for different skin types.
To create a compelling and user-friendly landing page that effectively communicates the key properties, benefits, and usage of POND’S Cold Cream Cleanser. The campaign aimed to engage users with educational content, influencer testimonials, and promotional tools, enhancing brand visibility and driving consumer action.
This was a comprehensive 360° campaign that extended beyond the landing page. The landing page was thoughtfully designed with a clear information architecture, aligning the goals of the content and account teams. It featured an engaging layout highlighting the product’s benefits, key properties, usage instructions, influencer content, and related articles. To enhance consumer interaction, the page included an online coupon and newsletter signup.
In addition to the landing page, the campaign included a cohesive suite of social media content, digital banners, and email blasts. These elements worked together to amplify the message, educate consumers on how to use the Cold Cream Cleanser by skin type, and reinforce the product’s unique value as the ultimate makeup remover that is gentle on the skin.
