Case Study: Inclusive Marketing with POND'S
The Challenge
POND’s faced the challenge of maintaining cultural relevance and emotional resonance with Hispanic women, a core audience with deep brand affinity but evolving beauty expectations. The goal was to break age-related stereotypes while reigniting love for a heritage skincare brand through authentic, culturally driven storytelling.
The Strategy
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Cultural Personalization: Leveraged insights about Hispanic women's leadership in beauty category spending, trendsetting, and celebrity influence. Chose actress Jordana Brewster, a Latina widely admired by Hispanic audiences, as the campaign’s spokesperson and face.
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Multi-Lingual, Multi-Channel Storytelling: Created the #AntiAgeLimits (#EdadSinLimites) movement , sharing personal stories through English and Spanish content, leveraging Jordana Brewster and diverse Hispanic influencers, emphasizing there are no “age limits” to living one’s best life.
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Community Engagement: Engaged 18 influencers representing women of all ages and ethnicities to spread personal testimonials, foster open conversations online, and shatter age taboos.
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Authenticity Over Aspiration: Shared behind-the-scenes stories and user experiences, focusing on real women’s journeys—beyond “glamour shots”—to reflect the values and aspirations of the audience.
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Product Efficacy: Highlighted POND’s Rejuveness Anti-Wrinkle Cream’s visible results and affordability, positioning it as a simple and effective solution for radiant skin.
The Results
Other Notable Statistics
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Strengthened Cult Following: The campaign reinforced POND’s relationship with Hispanic consumers—known to over-index in skincare purchases—by honoring identity and family values.
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Business Impact: Retail and e-commerce partners reported a double-digit sales lift in the Rejuveness anti-wrinkle line among Hispanic and General Market shoppers during the campaign window.
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Positive Press Coverage: Campaign coverage spanned both mainstream and Spanish-language media, earning positive commentary for challenging age stereotypes and driving inclusive conversations.
Anita's Recommendation for Brands:
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Authentic Representation is Key: Partner with spokespersons and influencers who genuinely reflect the values, backgrounds, and aspirations of your target audience.
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Cultural Nuance Matters: Go beyond translation—tailor storytelling to the lived realities, bilingualism, and family-centered mindset of Hispanic consumers for deeper resonance.
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Empower With Purpose: Campaigns that inspire consumers to break taboos and celebrate self-expression build trust and emotional loyalty.
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Amplify Community Voices: Leverage stories from real users and a diverse influencer network to foster credibility and organic dialogue.
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Combine Legacy with Innovation: Heritage brands can thrive by balancing their trusted reputation with innovative approaches and addressing contemporary societal conversations.
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Data-Driven Decisions: Use market insights—such as spending behaviors and influencer studies—to inform creative, product, and media investments for maximum impact.
Interested in a brand transformation like this? Let’s connect.