Despite being the market leader in the facecare category, Pond’s has been struggling on improving its relevance due to the disruption of small and big players with faster innovation churn. To do this, Pond’s is undergoing a transformation with a stronger focus on democratizing beauty trends by offering a fun beauty experience with a campaign handle of “Make it fun, make it Pond’s”.

Apart from its own product portfolio, Pond’s also continue to innovate on ways to easily engage and expand the business online to meet the growing demands of the consumers.

With the goal to maintain its #1 position and be relevant and accessible to a new generation of demanding consumers in the ever-evolving landscape, Pond’s leveraged on a virtual activation to give them a one-of-a-kind experience despite staying at home and help consumers gain a deeper understanding of their skin type and the best product available to

CREATE A VIRTUAL WORLD AND EVENT WHERE CONSUMERS CAN PERSONALLY EXPERIENCE POND’S

PinkLab is a virtual world aimed to make the practice of skincare a healthy trend for fun and fearless Filipinas. PinkLab provided exciting and engaging activities that were usually not done online.

In partnership with Cosmo, Pond’s simulated a real event in a virtual setting created through a full 3D rendering of the venue. The experience is made even richer by incorporating details such as the side activities and functions that are normally found in live events. It’s a redefinition of events experience from sign in to sign out.

PINKLAB ALSO SERVED AS A DATA COLLECTION INITIATIVE

Aside from being a virtual learning space, Pinklab also served as a data collection initiative. Across the activities, Pond’s provided exciting rewards and vouchers to attendees, in exchange

CREATING GENUINE CONNECTIONS TO A RELEVANT AUDIENCE

There were different virtual booths/tasks to accomplish:

• LabPass – serves as user's profile/event dashboard

• Pond’s Skin Advisor Live – a convenient way to examine skincare condition using the brand’s AI-powered chatbot which can also provide personalized product recommendations

• Pink Studio – A photobooth that lets users take static and boomerang photos that can be easily posted in Instagram

• Glow Clinic – a virtual learning space where videos and skinfographics are available

• Skin Center – consumers can watch the live panel of Skin experts including Cosmo’s beauty editors and Pond’s brand celebrity ambassadors where they tackled top concerns and solutions.

• Pink Desk – serves as a counterpart of an on-ground concierge. Live chat agents are also on standby to assist every user’s query.

With Pinklab as the first interactive virtual beauty lab, Pond’s creatively pushed past limitations by

• The month-long registration accompanied by callout post invitations from celebrity ambassadors garnered 10,000 unique registrants vs 2,000 target. Which also resulted to 10,000 new PII data gathered for Pond’s.

• Further, the online experiential platform garnered the biggest registration turnout for a virtual public event under the brand. In addition, the event introduced the first passport system in HIVE, which allowed users to navigate their activities on the platform.

• The event exceeded target pageviews and garnered 99K total page views which is 395% higher than target.

• Overall, the event garnered a reach of almost 5,425,604 against 2M target, a 171% achievement vs target.

• The added features and push on social helped as additional jump off points to trigger conversion and contributed to growth overachieving sales forecast.

o Pond’s Bright Serum- 160% achievement vs forecast

o Pond’s Hydration- 142% achievement vs forecast