Pond's men face care range blazes onto Asian market
Pond’s has launched its first range of facial cleansers and moisturisers designed specifically for men in Indonesia.
The Pond’s Men range has been developed from research that suggested men wanted their skin to look brighter and more energised, and on scientific understanding of how men’s skin differs from women’s.
In recent years, the use of skincare products has become increasingly popular among men, particularly in Indonesia where Pond’s is the country’s biggest skincare brand.
However, as Debora Gondokusumo, the Pond’s Men Brand Manager in Indonesia, points out: “Although there are many male products on the market, we discovered that most Indonesian men were using [women’s] Pond’s cleanser and moisturiser. Pond’s had stronger skincare equity among men than any men’s brand.”
Men’s skin is thicker than women’s with more oil glands, which means it looks oily, dull and tired more easily. Men also tend to lead more active and outdoor lifestyles, which exposes their skin to pollution and sun damage. So it’s important for men to cleanse with appropriate products.
The hero product in the new Pond’s range is Men Energy Charge, a face cleanser and gel moisturiser designed to brighten and energise skin. The formula contains coffee bean extract, an antioxidant known to help improve skin texture and increase blood circulation.
The series includes two other variants: White Boost with white ginseng and whitening vitamins to lighten dark spots and brighten skin tone; and Oil Control which uses a formula derived from mineral clay and witch hazel extract to absorb and control oil.
Indonesian celebrity Rio Dewanto is the brand ambassador for the launch campaign which focuses on how a ‘bright and energised’ appearance will help men make a great impression.
The range is also being promoted through an online campaign called #getRECHARGED in which TV personality Daniel Mananta and renowned DJ Anton Wirjono share their tips on how Indonesian men can improve their appearance, looks and energy.