Company: Unilever Indonesia Tbk PT Brand value: US$1,260 million Year on year change: -15% Headquarter city: Jakarta Industry: Personal Care Year formed: 1989
Pond’s is the market leader in the increasingly competitive women’s facial care market in Indonesia. Its trademark pale pink packaging is instantly recognizable and pink always has a presence in brand communications. The well-known Indonesian singer Raisa became an ambassador for Pond’s in early 2015 and has helped the brand maintain visibility at a time when rival skincare brands have been investing heavily in advertising.
The brand has product ranges aimed at different age groups and skin types; new launches in the past year include Pond’s White Beauty Pearl Cleansing Gel. The brand’s ‘Curhat Jerawat’ social media campaign – which urged young acne-prone consumers to share their secrets and boost their confidence by achieving clear skin with Pond’s Acne Clear - was a finalist in the ad industry’s Citra Pariwara Awards in 2015. Pond’s is active on Facebook and Twitter, running quizzes and competitions and inviting customers to share experiences through stories and pictures. Pond’s is owned by Unilever, which is traded on the Indonesia Stock Exchange.