Digital transformation for a long-established skincare brand, revitalizing its presence through global e-commerce websites, enhanced social media, and digital content experiences.
POND’S is a long-established skincare brand with a strong presence across multiple Asian markets. As part of the brand’s broader digital transformation, the focus was on evolving POND’S websites from static marketing destinations into more scalable, user-centric e-commerce experiences.
The work centered on rethinking the information architecture, improving product discovery flows, and applying contextual signals such as geolocation, pollution levels, and UV index to surface more relevant product recommendations across regional sites.
Skin Advisor Live (SAL), an existing diagnostic tool, was integrated into the e-commerce journey to support more personalized skincare guidance. The experience was refined to ensure SAL was clearly positioned, easy to use, and effectively connected to product recommendations.
Together, these changes strengthened the platform’s ability to educate users, support decision-making, and drive conversion across key regional markets.
E-commerce integration
Initially, POND’S digital platforms functioned primarily as content-heavy brand sites, offering limited support for product comparison or informed decision-making. The goal was to reposition the website as a trusted skincare destination — one that combined brand authority with practical, personalized guidance.
The platform was restructured around key user needs:
A key component of this shift was Skin Advisor Live (SAL) — an interactive diagnostic tool that allowed users to upload a photo and answer targeted questions. The system translated these inputs into tailored product suggestions, creating a more confident and informed path to purchase.
From a product perspective, SAL acted as both an engagement layer and a decision-support system, bridging the gap between brand storytelling and transactional intent.
POND'S digital reach
Beyond the core e-commerce platform, I oversaw POND’S broader digital presence to ensure consistency across campaign microsites, online advertising, social content, and video formats.
This included supporting the masterbrand campaign “Strength to be Soft,” where digital touchpoints were designed to balance emotional storytelling with product relevance. Experiences were executed as part of a connected ecosystem rather than isolated campaigns, while allowing flexibility for regional market needs.
The goal was to drive meaningful engagement and sustained reach as part of POND’S broader digital transformation.
