Unilever UK Home & Personal Care is slapping on a £4m marketing campaign to back the relaunch of its Vaseline skincare and deodorant range in September.
Improved formulations, updated packaging and a new product for feet and legs will get support from TV and press ads, as well as online and in-store activity.
Advertising executions will signal the need to moisturise daily by focusing the fact that we lose up to half a pint of water because of evaporation through the skin every day.
The idea is to boost penetration and consumption in the category and encourage consumers to buy across the range. At the moment, only a fifth of women moisturise their bodies on a daily basis, according to the company, with 62% of hand and body lotion purchasers buying only once a year.
The new addition is Healthy Legs and Feet, which contains eucalyptus and menthol to cool and soothe, and promises to "stimulate, refresh and moisturise feet and legs". It joins the existing range of 200ml sizes of Essential Moisturise, DermaCare, Aloe Fresh, Healthy Hand & Nail and Firming and Moisturising. Larger, 400ml sizes of the first three variants are also new.
New packaging has a more streamlined shape and revamped labels and colours to make the range more recognisable on shelf.
Monique Rossi, brand manager, said Vaseline was a trusted brand but was regarded as old-fashioned. "The new packaging and new products give it a far more contemporary feel and make it relevant to today's consumers," she added.
"Vaseline is the biggest volume brand in skincare and represents a massive sales opportunity. Many retailers don't know that Vaseline is the second biggest for male moisturising."
Unilever HPC values the brand at £23m.
Improved formulations, updated packaging and a new product for feet and legs will get support from TV and press ads, as well as online and in-store activity.
Advertising executions will signal the need to moisturise daily by focusing the fact that we lose up to half a pint of water because of evaporation through the skin every day.
The idea is to boost penetration and consumption in the category and encourage consumers to buy across the range. At the moment, only a fifth of women moisturise their bodies on a daily basis, according to the company, with 62% of hand and body lotion purchasers buying only once a year.
The new addition is Healthy Legs and Feet, which contains eucalyptus and menthol to cool and soothe, and promises to "stimulate, refresh and moisturise feet and legs". It joins the existing range of 200ml sizes of Essential Moisturise, DermaCare, Aloe Fresh, Healthy Hand & Nail and Firming and Moisturising. Larger, 400ml sizes of the first three variants are also new.
New packaging has a more streamlined shape and revamped labels and colours to make the range more recognisable on shelf.
Monique Rossi, brand manager, said Vaseline was a trusted brand but was regarded as old-fashioned. "The new packaging and new products give it a far more contemporary feel and make it relevant to today's consumers," she added.
"Vaseline is the biggest volume brand in skincare and represents a massive sales opportunity. Many retailers don't know that Vaseline is the second biggest for male moisturising."
Unilever HPC values the brand at £23m.
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