Pond’s aims latest BB creams at Arab and Asian women
Mena Unilever NAME has waded further into the highly competitive and dynamic BB facial make-up category, with the launch of Pond’s Flawless White Whitening Expert BB+ Cream SPF 30 PA and Age Miracle™ Anti-ageing Expert BB Cream SPF30 PA++.
The whitening variant is aimed at Arab and Asian women who are looking for instant coverage, with skin care benefits at the same time, says a company spokesperson.
According to Unilever, Arab and Asian women are showing a marked preference for a more natural look with their make-up and this, coupled with the global popularity of BBs, prompted the launch.
The company declined to specify its share in the Mena skincare sector, but stated that the moisturising creams segment was growing fast, boosted by the huge demand for BB creams.
Marketing support includes a dual-language TVC, OOH and digital, which will run across Pan-Arab and Asian channels, along with selected in-store activation and PR.
“We know from years of research that products should be formulated to match different skincare concerns. That is why we developed two BB cream variants to meet our consumers’ face care needs,” says Marwan Yassin, marketing director at Unilever NAME.
Pond’s latest BB cream is now available in all of the major supermarkets starting from $8.
At more than 30 per cent, foundation/concealer made the greatest contribution, in absolute terms, to the growth of the global colour cosmetics in 2012. This was fuelled further by BB creams that recorded the strongest year-onyear growth in the category at 12 per cent, according to Euromonitor in July 2013.
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