POND’S launches HIDRAFRESH, a line that stands out for its trending natural ingredients such as aloe vera and watermelon, aiming to regain 4pp of SOM it had lost compared to the previous year in the moisturizer segment.
Additionally, the goal was to change the dynamics of e-commerce sales, reversing the situation so that moisturizers increase their share from 33% to 40%, understanding that the new generations make online purchases.
How can we modernize the brand of Colombian grandmothers’ facial creams to culturally connect with the new generations of women and their digital behavior?
