Unilever attempts to see off skin care competition with Vaseline revamp
Teaming up with its long-term strategic design partner Blue Marlin, the brand has relaunched its core lotions range across the globe with new packaging and a complete marketing overhaul.
“Packaging plays a vital role in skin care,” associate creative director at Blue Marlin New York, Anna Milivojevich, told CosmeticsDesign-Europe.com.
Excite and engage
“It has to communicate the major product benefits in an exciting and engaging manner in a matter of seconds in a crowded and competitive market where dozens and dozens of brands are fighting for the consumer’s attention.”
As well as standing out from the competition, Milivojevich explained that the revamp was also to give the products a more modern look and keep the brand up to date, as well as communicating the reformulation of the products.
The body lotions due for the makeover were the Oat Soft, Aloe Fresh and Cocoa Radiant skin care products, which were all reformulated, introducing natural extracts.
The designs were created by Blue Marlin’s New York studio, highlighting the use of natural ingredients whilst also giving the product line a more contemporary image.
Formulation, packaging and marketing
“This design highlights what makes the product special to the consumer: natural ingredients, the latest in skin care science, and ultimately creating healthier skin so they have the confidence and energy to do more,” comments Milivojevich.
The global roll out begins this month; the range is now available in Europe and Asia and will launch in the US early in the New Year.
“Vaseline is one of the most trusted skin care brands on the market. The combination of reformulation, repackaging and the new communications platform will keep it at the front of consumers’ hearts and minds,” said Vaseline and St Ives global brand vice president Ricardo Pimenta.
In addition to new packaging and new formulations, the relaunch will be backed by heavyweight marketing support in its main territories. This will incorporate a new communications platform and will be supported by multimedia advertising, social media, sampling and PR activity.