Unilever is turning on the cyber charm in Asia with a burst of social-media activities for brands like Pond’s, Lux and Comfort. One effort in China, an experiment to use bloggers in a blind test of Pond’s Age Miracle moisturizer, will become a regional marketing strategy for the skin-care brand.
In the market for just a year, Pond’s Age Miracle hasn’t leaped off store shelves. The anti-aging cream faces strong competition from entrenched brands such as Clinique, L’Oreal, Lancome and Procter & Gamble’s SK-II and Olay brands. Like most Asian women, Chinese women are fastidious about their skin-care regimen and loyal to favorite products. Continue reading ‘How Unilever Is Dipping Into Social Media in Asia’
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