Vaseline launches campaign for prescription-strength therapeutic lotion
ENGLEWOOD CLIFFS, N.J. Unilever’s Vaseline brand has launched an integrated campaign for its new Clinical Therapy Prescription-Strength Lotion. Kicking off the campaign were residents of Kodiak, Ala.
As previously reported by Drug Store News, the new Vaseline Clinical Therapy, currently available over-the-counter at retail with a suggested retail price of $5.49, promises to provide instant relief, long lasting protection and sustained recovery to dry skin.
To help prove the efficacy of Clinic Therapy Lotion, Vaseline turned to Petal Ruch, mother of four, vocal instructor and resident of Kodiak, a town with a population of 6,000 people. As part of the “Prescribe the Nation” campaign, if she liked the lotion, she could then “prescribe” it to anyone else she thought needed the product. Nearly 1,000 members of the community were prescribed in the first two weeks. Many of these people’s stories will be featured in the ad campaign created by Bartle Bogle Hegarty, running on morning, primetime and cable TV and in magazines such as Prevention, Shape and Self.
To drive consumer engagement, Vaseline partnered with OgilvyOne to create the prescribethenation.com Web site. Visitors to the site can track the spread of the lotion nationwide, download coupons and watch videos of Kodiak residents sharing their skin stories.
On the site consumers can also enter the “Prescribe the Nation” sweepstakes for a chance to win a trip for four to Alaska by creating digital postcards that prescribe a caring message and Clinical Therapy to those they care about. No purchase is necessary. The sweepstakes ends Feb. 26, 2009.
Vaseline has also partnered with the Everyday Health Network, an online health destination. Vaseline will have editorial and sponsored skin care content. There is also a Q&A section with Everyday Health skin care expert Dr. Jessica Wu and online polls. In addition, Wu will participate in public relations efforts to announce the Vaseline Clinical Therapy driest skin cities list and provide winter skin tips.
The campaign is also being supported through in-store marketing initiatives including live in-store education and demonstrations, at-shelf sampling, in-store signage and displays, online retail samples and instant redeemable coupons. The initiatives began in October and will expand into 2009.
Johnson’s launches new Johnson’s Body Care collection
NEW YORK Johnson’s Body Care, which is built on the long-standing heritage of the Johnson’s brand, is gearing up for 2009 with a new collection that features new products, enhanced formulas, fragrances and packaging.
Last year, the brand jazzed up the body care category at mass with the introduction of its Johnson’s Melt Away Stress collection. For 2009, Johnson’s Body Care is launching the new Forever Fresh line. The new Forever Fresh Refreshing Body Lotion features a time-release fragrance and the Refreshing Body Wash fragrance has notes of melon, apple and lily of the valley.
The brand’s 24 Hour line, the most popular line of the collection, has the same popular fragrance but is formulated to be richer and more luxurious.
In addition, the brand’s Exfoliating Body Wash with dissolving micro beads has been coupled with a new Cocoa & Shea Butter Body Lotion to complete the Be Radiant line.
The entire collection now features bolder and fresher packaging. The names “Softlotion” and “Softwash” have been removed from the bottles and have been placed with the phrase “Body Care.”
The collection is now comprised of the following:
• 24 Hour Moisturizing body wash and 24 Hour lotion
• Melt Away Stress Lavender & Chamomile body lotion and Melt Away Stress Relaxing body wash
• Forever Fresh Refreshing body lotion and Forever Fresh Refreshing body wash
• Deep Hydrating extra dry skin lotion and Deep Hydrating Intense Moisture body wash
• Feeling Healthy green tea lotion and Feeling Healthy green tea body wash
• Be Radiant exfoliating body wash and Be Radiant cocoa and shea butter body lotion.
Report shows attitudes trending towards eco-friendly beauty products
PORT WASHINGTON, N.Y. Retailers looking to bolster sales in the beauty aisle are wise to stock their shelves with eco-beauty products, suggests a new report by The NPD Group.
According to the report, titled “Natural-Organic Trends in Beauty 2008,” the market research company found that at least 2-out-of-3 beauty product users are interested in some form of eco-beauty products. Eco-beauty products can be defined as either being natural, organic, green/eco-friendly or socially conscious/responsible beauty products.
“Whether the consumer demand is driven by the desire to save the planet, concerns about product safety or potential health risks, or just being on ‘on-trend,’ being part of the current environmental movement makes good business sense,” said Karen Grant, vice president and senior global beauty industry analyst.
Natural beauty products are the most developed of these categories with about two-thirds of women who use beauty saying they have used natural beauty products. That is at least twice as many women who said they have used organic (32 percent) or green/eco-friendly (26 percent) products.
Socially conscious/responsible beauty products are second in popularity in terms of usage, with nearly 4-out-of-10 women stating they have used these products.
While green/eco-friendly beauty products have been used by the least number of beauty product users, they did rank second in interest among beauty mavens. Based on this finding, green/eco-friendly have the greatest opportunity to expand from interest to usage, as does organic, according to NPD.