Lever FabergÃ© is to revamp its Pond’s skincare brand later this year. The brand is facing increased competition from rival mass-market brands, such as Procter & Gamble’s Olay range and L’OrÃ©al skincare range.
The Pond’s brand, which is more than 150 years old, is expected to discontinue most of its existing lines and introduce new ranges. An advertising and marketing campaign is being planned through Ogilvy & Mather. In the recent past, Lever FabergÃ© has not spent any money on promoting the Pond’s brand in the UK.
Industry insiders suggest that a revamped Pond’s will sit alongside the “fast-moving” Dove brand. The company is expected to spend more than £30m on the Dove brand next year (MW last week).
One industry source says: “Pond’s is being hit by the big skincare brands like Olay. Pond’s will ditch its creams and other existing lines and launch new products, with new packaging.” According to Mintel, the skincare sector is dominated by the Olay range, which last year accounted for 29 per cent of all skincare sales by value. L’OrÃ©al’s mass-market brands accounted for 20 per cent.
Lever FabergÃ© is also understood to be culling its Sunsilk hairspray range this year.