Bangkok--2 Apr--Aziam Burson-Marsteller Pond’s by Unilever Thai Trading Limited has announced a worldwide total brand re-launch by strategically setting up a new platform to attract affluent customers to its masstige product lines as well as encouraging non-skin care product users to try mass market brands. In the first half of this year, Pond’s will shake the Thai market with the launch of three product groups that better meet the facial care needs of Thai women. The innovative products include: 1) New Pond’s Age Miracle,2) New Pond’s White Beauty and 3) New Pond’s Foam. All of these come in modern packages with formulations that represent the best technologies for skin care. The total brand re-launch is believed to add vitality to the overall market and enable Pond’s to beat its rivals and retain its leadership in the 9.9 billion baht-in-value facial care market. The current facial skin care and nourishment segment, valued at 9.9 billion baht is made up of the whitening segment with 48% market share, anti-aging segment at 40%, moisturizer segment at 7% and others at 5%. Pond’s is a strong market leader with a 22.2% market share, followed by Olay at 20.7%, Nivea Visage at 8.6%, Dermo Expert at 7.9% and Garnier at 6.5%, (data by AC Neilsen - February 2008). Mrs. Wannipa Bhakdibutra, Vice President, Home and Personal Care, Unilever Thai Trading Ltd. said, “The total brand re-launch marks a major change in Pond’s worldwide brand. Thailand is the first market in Asia to implement these important changes that will delight consumers with a prestige beautifying experience. The change includes: - State-of-the-art technology for facial care - Exclusively researched and developed by the Pond’s Institute, the unique beauty technology provides proven results for facial care and nourishment - New and modern packaging — New Pond’s comes in new proprietary packages and is also available in vacuum tubes that completely ensure product efficacy - Prestige In-Store Experience — With remodeled shelf designs at every Pond’s booth nationwide and professional consultation by Pond’s Beauty Advisors, trained by Strafford and Chan Private Ltd who is the training consultant for Singapore Airlines, the shopping experience will be more special than ever With the major total brand re-launch, Pond’s will be the only brand in the Thai mass facial skin care segment to deliver a comprehensive range of products covering all steps in skin cleansing and nourishment. These include moisturizers, lightening and anti-aging products for all skin types and levels of consumer affluence. “Though Pond’s new platform will categorize products into mass and masstige groups; there will be no cannibalization or confusion as to each group’s roles. The mass category includes New Pond’s White Beauty, Pond’s Perfect Result and Pond’s Lighten and Re-new and is designed to draw non-facial-care users into the market, creating more product penetration across the category; while the Pond’s Flawless White and Pond’s Age Miracle are intended to encourage regular facial skin care users to upgrade to masstige product lines offering increased efficacy at premium pricing. The market segmentation by New Pond’s will drive growth in the overall facial skin care segment,” added Ms Wannipa. The facial skin care segment recorded 10% growth in 2007. The current penetration rate is 68% with additional upside potential. Interestingly, the mass sector, representing 74% of total sales, continues to grow while direct sales and counter brand systems are flat or declining. Mrs. Pakachat Taychaburapanone, Market Development Director — Skin, Unilever Thai Trading Ltd. Added that “More than 700 million baht will be injected into the campaign with 360-degree marketing communications designed to communicate Pond’s advanced skin care technologies and money back guarantee as well as encourage consumer product trials. Also, Pond’s has given a major face-lift for its merchandising displays nationwide, as studies have indicated that over 70% of shoppers look for beautiful shelf displays, point of purchase trials and professional consultation and services in their shopping experience.” Pond’s is the leading skin care expert including a deep understanding of women’s emotional needs. Pond’s also believes that beautiful skin will not only make them feel complete and more confident in their appearance but will help them to find love and romance in life. This is reflected in the new communications campaign by Pond’s that beautifully integrates the “Romance Realized” in all brand elements as it evolves through different stages in life. 1) Romance Awakening for teens whose beautiful skin will open doors to wonderful dating experiences 2) Finding True Romance for women in their early 20’s who are in search for committed and true love and 3) Romance Revival for married women who long for renewed romance throughout their marriage. The touch of romance in all Pond’s communications will strategically show a deep understanding and true connection between Pond’s and women around the world. Romance will be integrated as a brand attribute, helping us stand out and be more appealing to consumers,” said Mrs. Pakachat. For more information, please contact: Rosarin Wiwatsujaritkul or Duangnead Chevavichavalkul Aziam Burson-Marsteller Tel. 0 2252 9871 E-mail: [email protected]