Unilever on a Mission to Cure Dry Skin

Englewood Cliffs, N.J. -- Unilever restaged its Vaseline Intensive Rescue skin cream line last fall with help from ordinary spokespeople it selected via crowdsourcing of blogs and online forums, Targeting sufferers of dry skin, Unilever launched a campaign that featured a Rescue Mission Tour, sampling programs and in-store merchandising at 10,000 retail locations.Prior to the launch, Unilever's research had uncovered some potentially lucrative statistics: 86% of consumers say their quality of life is affected by dry skin, and more than half (53%) think about the problem every day. Nearly 40% of women say dry skin makes activities they like less enjoyable, particularly during the cold weather months."Our target is a woman who has likely tried lots of lotions and has not found something that provides relief without leaving a greasy, sticky feel," says Stacie Bright, senior communications manager at Unilever. "We have run sampling programs during key winter months, and have seen that when shoppers have an opportunity to try the product, they are more inclined to purchase."The campaign drives consumers to stores in several ways. A Dry Skin Patrol -- including women that the company found blogging about their dry skin issues, who are now paid spokespeople -- has been traveling across the country and participating in harsh weather activities at large-scale events. Thus far, the group has entered the Philadelphia Marathon, skied at the Aspen Winternational in Colorado and endured the annual Polar Bear Plunge in Coney Island, N.Y. On Jan. 29, it will be mushing at the Beargrease Dogsledding Race in Duluth, Minn. "At each stop, tents are set up at which consumers can learn about proper skincare and pick up a sample," says Bright. "Our goal is to deliver 1 million good skin days via free samples -- one sample equals one good skin day -- and coupons distributed in-store, online and through our Rescue Mission Tour."Further support has come from a print advertorial campaign (in People, Real Simple, etc.) and video testimonials from Patrol members that were featured in rich media banner ads and on the Vaseline Facebook page, where visitors could download product coupons. Unilever also has been delivering its message and samples online through a partnership with Everydayhealth.com.In stores, product demonstrations offer a moisture meter reading to shoppers prior to and after application, while reps hand out brochures with tips to combat dry skin. Coupons are featured in retailer circulars and in endcap displays. Additional promotions and messaging are delivered through custom signage, easel cards and samples at counter displays. "Unilever works closely with retail partners to develop unique solutions that fit diverse shopper needs for this category," notes Bright. "Where appropriate, we have customized elements with specific retailers. For instance, we've included online elements on retailers' websites that include coupon and sample offers." Vaseline's packaging has been updated to provide a clear message of the product's benefit at the shelf. Each product features a bolder statement of the particular variation's moisture benefit on a white background for easy readability. Intensive Rescue Clinical Therapy, for instance, is advertised as a prescription-strength moisturizer, while Intensive Rescue Soothing Moisture lotion features a light chamomile scent. "Vaseline Intensive Rescue is a range of therapeutic lotions that accelerate skin's natural healing process," notes Bright. "We are confident once women try [the product] they will be compelled to purchase it for themselves."

Unilever on a Mission to Cure Dry Skin

P2PI MEMBERS

JOIN P2PI

Related Images

Business Topic

Company

Market Segment