Hindustan Unilever is looking to revitalise its 175-year-old skin care brand Pond’s with the launch of a new line of specialised products with cutting-edge ingredients. The company says the new formulations are tailored to address the needs of today’s consumers. Pratik Ved, skincare head, beauty & wellbeing, HUL, talks to Geetika Srivastava about steps taken to connect with today’s youth. Excerpts:

What does the Pond’s brand revamp signify?

Pond’s is launching a line-up of new products with skin care ingredient Gluta-Niacinamide being the star ingredient. There will be many more patented ingredients in the upcoming launches, developed through extensive research and development.

How can a legacy brand like Pond’s, synonymous with its cold creams, make itself look younger and establish a strong connection with Gen Z?

We are constantly connecting with consumers through various touchpoints and continuously evolving in response to their changing lifestyles. Our customers, especially the younger generation, are hyper-aware and seek specialised solutions for their skin needs. To connect with a modern audience, the brand will focus on storytelling, showcasing how these innovations can be a catalyst for the consumers to live life to the fullest. We also meet today’s beauty consumers where they are — by leveraging digital and beauty tech across consumer touchpoints. 

Can you elaborate on growth strategy, including market expansion, product diversification and digital transformation initiatives for Pond’s?

As a leader in skincare, we are well-poised to bring the future of science-backed skincare to India and democratise it to our consumers. With the launch of Pond’s Skin Institute, we are introducing a new era of hybrid skincare. Our proprietary technology of AI Skin Expert is a critical step in this direction and helps navigate skin concerns and provides guided recommendations for today’s consumers.

What are some trends that are unique to the Indian skincare industry?

Skincare is highly personal and can vary greatly depending on individual needs, skin types and environmental factors. In India, finding the right skincare routine can be quite nuanced. Indians have diverse skin tones, types and textures. Therefore, the Indian skincare industry does not only require efficacious products but highly personalised solutions to suit these variables. Innovative formulations are designed to suit different skin types and for varied skin concerns. Powered with potent ingredients like Gluta-Niacinamide complex, micro hyaluronic acid, SPF infused with actives, we have an array of clinically proven skincare solutions to suit the needs of today’s highly evolved consumer. We have invested in consistent R&D to develop patented ingredients and hybrid formulations that make personalised skin miracles possible.

How does Pond’s identify consumer needs and preferences?

Pond’s Skin Institute is a global community of 700 researchers working to discover and advance scientific breakthroughs that harness the power of the skin’s natural abilities to help people achieve their most ultimate form. We consistently work towards studying consumer needs to work in tandem with our researchers to develop groundbreaking formulations. 

We invest in technologies that leverage trend-sensing and trendspotting, a strong R&D muscle that brings innovative formulations to life and the might of scale to democratise skincare trends to consumers in India.

What are some challenges that you have encountered in this space?

The beauty and skincare category in India is dynamic and with the digital boom, consumers are spoilt for choice. While they can access a myriad of products at their fingertips, there exists a need for education around personalised regimens, potent ingredients and scientific solutions for the most effective results. We have been working towards addressing this growing need by partnering with dermatologists and skin experts to help bridge the gap. Consumer education is a strong activation pillar for us.

How has the branding strategy of Pond’s evolved over time?

Over the decades, Pond’s has not only elevated its product range and formulations, but also premiumised its portfolio, emphasising a science-backed approach to skincare. What has not changed over time is our long-standing commitment to skincare innovation.