In Indonesia, skincare is not just a daily ritual but a cultural mirror of identity, self-worth, and shifting ideals. While women are invested in care routines, their idea of “ultimate skin” has evolved beyond fairness and flawlessness to encompass emotional and social validation. Jigsaw decoded these emerging definitions, uncovering how Indonesian women navigate pigmentation, dryness, ageing, and skin anxiety in pursuit of confidence without falling into dated beauty tropes.

The strategy reframed Pond’s as more than a functional solution - positioning it as a partner in “Augmented Luminescence,” where glow equals performance. By blending science-backed claims with empathetic storytelling, the brand was anchored in a modern language of uplift, renew, optimise, and repair. This approach gave Pond’s a culturally resonant, performance-forward positioning that sustains its iconic stature while evolving with the aspirations of Indonesian women.