Pond’s aims lat­est BB creams at Arab and Asian women

Gulf Marketing Review - - BACK STORY -

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.

Balmy ef­fect: Pond’s make-up artist Nilo Huq

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