Pond's faced increasing pressure in the light moisturiser space with Nivea Soft dominating the category through clear positioning and strong user trust, Pond's Light Moisturiser (PLM) and Pond's Super Light Gel (PSLG) suffered from positioning ambiguity, resulting in missed preference despite quality formulations and strong heritage.

We conducted a comprehensive analysis of category expectations, consumer skincare rituals, and emotional triggers that drive moisturiser selection. Our research revealed critical insights: PLM lacked a distinct identity in the crowded marketplace, while PSLG—despite its aspirational qualities—was category-confused for consumers. More tellingly, glycerin, a core ingredient across the PLM, was perceived as basic rather than beneficial, and the inconsistent brand cues across products left Pond's stranded between its trusted legacy and desired modernity—unable to fully claim either position in consumers' minds.

With these insights, we developed a strategic architecture that gave each product a distinct role in the consumer's skincare journey. By anchoring PLM as the essential everyday moisturiser specifically formulated for "morning skin" and positioning PSLG as a hydration-first upgrade for more demanding skin needs, we created clear selection criteria for consumers. The strategy elevated glycerin from a basic ingredient to a performance-driven hydration hero, while unifying visual language, benefit messaging, and tone across the range.

This strategic repositioning allowed Pond's to leverage its heritage while delivering contemporary relevance that could effectively challenge Nivea Soft's dominance in the light moisturisation category.