Unilever launches new Vaseline products

Wednesday, 26 November 2008

Unilever UK is driving growth across its Vaseline skincare portfolio with the launch of new products into its successful Vaseline Intensive Rescue and Vaseline Aloe Vera ranges. In addition, the Vaseline Aloe Vera range will be relaunched. Available from January these innovations will benefit from a combined media support investment of £6 million.

Vaseline Intensive Rescue

New lightly fragranced Vaseline Intensive Rescue 200ml Moisture Locking lotion joins the Vaseline Intensive Rescue range. The new lotion offers instant relief and long lasting care to consumers with dry and very dry skin with the added benefit of a light scent.

Vaseline Brand Manager Monique Rossi says: "The dry skin market is experiencing fantastic growth at 15% thanks to the success of the Vaseline Intensive Rescue Range launched last year. This is now the second biggest player in the market, with an 8.2% value share and Vaseline Intensive Rescue Lotion delivers two times the moisture of E45 lotion, its nearest competitor.

Consumers with dry skin have a higher consumption rate than the average body lotion user and are prepared to trade up to a good product that will work."

Vaseline Intensive Rescue will benefit from a £4 million marketing campaign which will support the brand throughout the year and includes TV, print, in-store and sampling.

Recently, Unilever said it is introducing a new variety of Lynx, called Fever.

Vaseline Aloe Vera

Vaseline Aloe Gel with 100% natural Aloe Vera (200ml) will join the two Vaseline Aloe Fresh Lotion products (200ml & 400ml). The new range will feature a see through, new-look bottle to create strong stand out on shelf.

Vaseline Aloe Gel can be used as a refreshing daily moisturiser and will also be positioned to attract consumers who may want a lighter alternative to after sun lotions.

Monique Rossi comments: "There is a huge opportunity within the body care category for Aloe Vera products - known for their soothing, hydrating and moisturising properties. As a trusted and well known brand Vaseline is well placed to introduce this new Aloe Fresh gel format and unlock the consumption potential in the category."

A £2 million marketing support campaign will begin in May and includes Print advertising, sampling and instore promotions.

The Vaseline Intensive Rescue Range comprises six products all specially formulated to benefit different parts of the body:
New Moisture Locking 200ml Fragranced Lotion RRP £2.99
Moisture Locking Lotion 200ml, RRP £2.99 and 400ml RRP £4.99
Relief and Repair Balm 100ml, RRP £4.99
Hydrating Foot Cream 50ml, RRP £2.99
Soothing Hand Cream 50ml RRP £2.99
Body Butter 250ml RRP £4.99

The Vaseline Aloe Fresh Range includes:
Vaseline Aloe Fresh Gel 200ml RRP £4.99
Vaseline Aloe Fresh Lotion 200ml RRP £2.49
Vaseline Aloe Fresh Lotion 400ml RRP £4.19

Source: Unilever