Pond's, the eternal cosmetic brand of Hindustan Lever (HLL) had launched in India in 1947, the traditional skin-care range comprising moisturizing cold cream, including Pond's body lotions and the summer range which includes all-day oil control cream and daily face wash.
Pond's came into the Unilever fold in 1987 when it took over US-based Chesebrough-Pond's. The brand has two product ranges that fall in the area of advanced skin creams and talcum powders.
It is rolling out a range of up market skin-care products under its brand name even though the last two attempts in 1998 and 2003 to enter the premium end were not too successful as they were slightly ahead of times.
They are now targeting women in their mid-20s onwards for the 'masstige' brand, which is a combination of mass and prestige.
Company will be approximately investing in every outlet around Rs75,000 to 2.5 lakh as per their size and display.
The talcum powders have three variants of Pond's Dreamflower, Magic and Sandal.
HLL also has Vaseline, Fair & Lovely and Lakme range of skin-care products in the country.
The Indian market is on the rise of ayurveda and remedial positioned skin-care products such as Biotique, Ayur and Himalaya.
International brands such as L'Oreal, Revlon and Maybelline are also fiercely competitive, pushing innovations and ramping up their distribution network.
Pond's is an up market brand in countries like the US, Japan, China, Thailand, Indonesia, Spain, Malaysia, Australia and Korea.
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