Pond’s Men endorsers: real estate mogul Victor Consunji, singer-songwriter Rico Blanco, actor Xian Lim, film director Paul Soriano and football player Anton del Rosario |
In
Filipino, barako
is
a virile and brave man, a stud. It lends its name to a type of
locally grown Arabica
coffee,
the kapeng
barako or
barako
coffee,
or the strong brew made from it. Now, both — the man and the coffee
— are essential elements for an established beauty brand for its
new product line targeting men.
Masculinity
changes over time. Although there are still left, men are no longer
generally slobs and pigs. Over the years, good grooming and taking of
how one looks were often emphasized to the point that metrosexual
became once a buzzword. Skin care is becoming less and less
attributed to only women.
“Guys really
use personal care products. It’s only they use ‘female brands.’
We learned that one-third of Pond’s facial wash users are men,”
revealed Cesca Silvestre, Pond’s senior brand manager.
In
the course of their research, they noticed that many young male
office workers bring them toilet kits containing essentials for
grooming and skincare products. It’s their version of the women’s
kikay
kit,
she said and dubbed it “man’s purse” or “murse” for short.
Some of these
men may not be buyers themselves but use their wives,’ girlfriends’
or sisters’ skincare products. But men’s skin are different from
women’s, according to Anuchai Sinsawati, the Thai product manager
for Southeast Asia Unilever. They have bigger pores and thus tend to
have oilier faces. Also, their skin ages faster.
“So we saw it
fit to develop Pond’s Men that specifically addresses those
problems,” Silvestre said.
Pond’s
consider this a milestone. The famous brand, which released its first
product in 1846 in the United States and is currently owned by the
multinational company Unilever, has pioneered many things in beauty
and skincare. For example, they introduced face washes to replace
soaps, and face washes are now part of the essential regimen. They
also introduced the beauty regimen. Actually, Pond’s had also
released men’s products before, such as the aftershave, but
obviously it did not take off.
Pond’s Men
was first launched in Indonesia in 2012, where the brand is big in
the Muslim-dominated country. Then in late 2013, it was launched in
Thailand.
Unilever has a
number of men’s products in such brands as Vaseline and Master, but
they believe they will not compete with each other.
“We
have segmented the markets,” Silvestre explained. “Pond’s Men
talks to the more affluent man, already a groomer, who is taking care
of himself, knows how to dress. We want them to upgrade to Pond’s
Men. Master talks to teens and addresses their problems like
oiliness. It is more affordable and comes in sachets. Vaseline Men
talks to yuppies as well but the concerns of yuppies are really about
whitening. There’s a growing whitening segment even among men. It’s
not really that they want to have kutis
mayaman.
These guys are bothered about pimple marks.”
Although Pond’s
Men products have whitening properties, they added a new ingredient.
“We did a lot
of research and we learned that the biggest problem of men is
dull-looking skin, the ‘haggard-looking’ skin because of their
hectic lifestyle,” Silvestre said.
Pond’s Men Acne Clear Oil Control Face Wash controls oil for up to 12 hours with salicylic acid and mineral clay for SRP of P190 (100-gram Tube) |
To address this
problem, they added coffee bean extract to its products. Coffee is
known to perk up its drinkers thus Pond’s is harnessing this
ability as well as its antioxidant property for their products. It
enhances skin circulation that lends skin a healthy and recharged
glow, they said, promising that the products will “perk up” the
skin for a “bright and energized” look.
Dr. Jason
Harcup, vice president of Personal Care Research at Unilever, said,
“At the Pond’s Institute, we discovered that coffee bean extract,
an innovative ingredient, has scientifically proven skin care
benefits that can address male skincare concerns.”
There are two
lines in the Pond’s Men products — the Pond’s Men Energy Charge
and the Pond’s Men Acne Clear Oil Control.
The Pond’s
Men Energy Charge is for normal skin types and has a facial foam, gel
moisturizer and all-in-one moisturizer. The facial foam (suggested
retail price of P190 for 100-gram tube) is said to brighten
tired-looking skin while the gel moisturizer (SRP of P145 for 15 gram
tube) is a light formula that is said to energize skin while lending
it a healthy glow. On the other hand, the all-in-one moisturizer (SRP
of P350 for 50 gram pump) is a moisturizer, toner and serum in one.
The moisturizer whitens the skin and lightens spots, while the toner
cools the skin and minimizes pores. The serum gives the skin an
active glow. On the other hand, the Pond’s Men Acne Clear Oil
Control has a face wash (SRP P190 for 100-gram tube) of which has the
added ingredient of mineral clay, said to absorb oil for 12 hours,
and hazel extract, known for its astringent properties. This is
recommended for men who have problems with oily faces and pimples.
Pond’s Men Energy Charge All-in-One Moisturizer is moisturizer, toner and serum in one pack, available for SRP of P350 per 50-gram pump |
The Pond’s
Men campaign is a big one. Giant billboards are now scattered all
over Metro Manila. The grand launch was held at Whitespace Manila in
Makati City on March 18. The events place was transformed into a
semblance of an exclusive men’s club with a Jaguar parked outside,
a billiards table at one side of the room, a fireplace with a video
of a flickering fire at another, cocktails flying about. Guests
walked on black carpet and were held in a room by the entrance with
video walls on both sides showing buildings that seemed to scroll
down — it was a big elevator! — before being greeted by model’s
and stands full of Pond’s Men products. An after party featured
international and local acts such as DJ Nina, LA Duo DJ Kim and DJ
hat, and Dutch DJ Trio Shermanology.
The
highlight of the event was the launch of Pond’s Men endorsers —
five men, most of them can be considered barakos
in
different ways, coming from different fields and of different
persuasions.
“Common among
them is that they’re all driven, ambitious and successful,” said
Silvestre. “They’re the men that Pond’s Men is catering to
because they’re more discerning with their choices in many things.
They work hard and they make sure that they get the best products and
services they deserve.”
She added that
these men are active and keep hectic schedules, thus their skin
really needs care.
Leading the
pack is Xian Lim, who is enjoying a lot of endorsements lately but
Pond’s Men remains to be one of the biggest. According to the
handsome actor, the number-one thing that keeps him refreshed is
sleep, seven to eight hours of sleep to be exact, especially after
longs hours of shooting. He said he also uses Pond’s skin care
products. “I’ve always used Pond’s so it’s good that there’s
now a Pond’s product made for men,” he averred.
The rest of the
good-looking team is composed of football player and Azkals member
Anton del Rosario; singer-songwriter Rico Blanco; film director Paul
Soriano; and real estate mogul Victor Consunji.
While
the choice — to represent different kinds of men according to their
professions and passions — is commendable, there seems to be a lack
to acknowledge another market segment. While sexual orientation is
not highlighted, all of them are known to be heterosexual, and it
will be a more commendable thing to include a gay man as one of the
endorsers, knowing that gay men will form a bulk of its buyers.
Pond’s might
have considered it but was not able to find a suitable endorser that
as high-profile and good-looking but also gay and proud as the
present crop. Most likely, the oversight is deliberate for to include
a gay man, no matter how upstanding and masculine, may drive away
heterosexual men buyers, or they maybe have the limited and erroneous
notion that all gay men want to look like women and thus would prefer
products that are for women.
Though several
years ago, Pond’s released a breakthrough television ad, one of the
very few, if not the only one during its time, to show gay men not in
the stereotypical mold. The ad shows a couple, both men, walking hand
in hand, and one is beguiled by the beauty and fairness of a woman,
who uses Pond’s White Beauty day cream, walking along with them.
They
could have sustained and reinforced that showing of this different
image of gay men, especially in a time when My
Husband’s Lover has
broken grounds and its leading men are now being asked to be
endorsers as a couple, with an inclusion of a gay man in the endorser
roster to acknowledge that market segment as one of their long-time
patrons, and to really show the wide spectrum of men, which Pond’s
cater to equally. In this still restrictive environment, the move
will be a brave and enlightened one.
As
of now, Pond’s Men’s campaign with the endorsers sends a message
that today’s barakos
are
accomplished, confident and aware of the importance of taking care of
the themselves and how they look. If added a layer, today’s barakos
are
also sensitive, respectful, intelligent, confident and unafraid,
unafraid to not only stand out but to stand up for something
important.
For
more information on Pond’s Men, visit www.pondsmen.ph
or
follow Pond’s Men on Facebook, Twitter and Instagram at @PondsMenpH
and
#GerEnergized.
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