Revitalize the POND'S brand image appealing to young targets.Enhance usage of cream-type cleaning product which is considered to be more bothersome than oil-type products.

TARGET INSIGHT:Young Japanese women want to have a small face as foreign actresses do.CHALLENGE:Repositioning POND'S cleansing cream from a cream-type cleansing product with too much bother, to a ‘beauty massage product for having a small face’.SOLUTION:Sticker ads with magical mirrors, which made your face look smaller, were placed in the restrooms at the supermarkets where POND'S cleansing cream was sold.

Obtained high target reach to cover 13 stores of one of the largest FC supermarkets in Japan.Achieved sales objective (domestic share by brand jumped from 5th to 3rd).