Unilever Turns on Cyber Charm for Pond’s Blind Trial
Social Media Campaign in China Will Be Replicated in Southeast Asian Markets Like Vietnam and the Philippines
by Normandy Madden
Published: October 14, 2009
SHANGHAI (AdAgeChina.com) — A social media experiment to promote Pond’s Age Miracle moisturizer in China this fall is turning into a regional marketing strategy and inspiring Unilever to spend more time communicating with its customers online.
In the market for just a year, Pond’s Age Miracle wasn’t leaping off store shelves. It faces strong competition from entrenched brands like Clinique, L’Oreal, Lancome and Procter & Gamble’s SK-II and Olay brands. Like most Asian women, Chinese tend to be fastidious about their skincare regimen. Beauty care is one of the few areas where they tend to be loyal to favorite products.