THE MARKET Chesebrough returned to Skincare is a dynamic and excit- his home in Brooklyn, New ing category as more people than York, and spent years refining ever before are interested in and testing the product he keeping their skin looking and called “petroleum jelly.” By feeling great. The U.S. market 1870, Chesebrough was man- for hand and body lotion is com- ufacturing the product. He petitive and growing — with traveled door-to-door market- dollar sales up around $1.5 bil- ing his wonder jelly, which lion in 2001. As the U.S. popula- provided protection for minor tion inches towards 300 million, cuts and burns and soothed there is no shortage of bodies to dry skin. In the early 1870s, care for — and hands and bodies Chesebrough received several both need care to feel healthy patents on his petroleum jelly. and look attractive every day. Vaseline also became a regis- American consumers buy tered trademark. their hand and body lotion prod- Afull century passed between ucts in a wide variety of market- the time of Chesebrough’s orig- places. Grocery stores, drugstores, inal creation and when Vaseline mass merchandisers, category- extended its franchise by putting busting retail environments, and the hallowed Vaseline name high-end department stores are on another product. In 1970, some of the options. the Vaseline franchise expanded to include the Vaseline Intensive ACHIEVEMENTS Care Lotion brand — offering Vaseline Intensive Care Lotion the Dry Skin Formula. Then has been the number-one selling additions to the product line body lotion brand in the United came more frequently. States for over thirty years (AC The Vaseline Intensive Care Nielsen dollar share data). Few bath line was introduced in products can claim similar suc- 1973. Vaseline Lip Therapy cess. Not only is the brand a mar- reached the market in 1985 ket leader in skincare, Vaseline with a tube applicator, and in also has the highest household 1987, customers found out penetration in the body lotion about Vaseline Intensive Care category. Even with all the Lotion Aloe Vera. changes in American society As the twentieth century since 1970 and with the seem- wound down, Vaseline Inten- ingly daily parade of changing sive Care acknowledged the opinions on what’s good for you and what’s not, 1870s. Today you can find Vaseline Petroleum changing composition of American society. No Vaseline Intensive Care Lotion has remained a Jelly in 80 percent of American households. It longer was the United States an easily categorized favorite with Americans. might be in the bathroom or the kitchen, or on the palette of women staying at home and men per- In addition to lotions, Vaseline Petroleum changing table or the nightstand — but in four out forming largely physical labor, as it was when Jelly has been an excellent moisturizer since the of five homes in the United States, there’s a place Chesebrough began his work. Vaseline in the 1990s for Vaseline Petroleum Jelly. expanded its product line to meet the skincare needs of all kinds of people with all types of skin. HISTORY Innovation continued in the new millennium. Petroleum jelly has been used for over 140 years. In 2001, Vaseline launched its first anti-aging The starting point for Vaseline Petroleum Jelly body lotion, Renew & Protect, which helps bring can be traced to 1859, when Robert Augustus out a healthy-looking, youthful glow. In 2002, Chesebrough, a 22-year-old English-born chemist Vaseline Intensive Care introduced two addi- with an interest in the oil industry, noticed tional products: Healthy Hand Essentials — a Pennsylvania oil field workers using rod wax — complete-care solution for both hands and nails a petroleum by-product from the oil pump — and Healthy Body Complexion, a lotion that rods — to soothe and promote the healing of evens out skin tone and improves texture to cuts and burns. reveal a radiant complexion.

76 THE PRODUCT PROMOTION The Vaseline brand is widely recognized for its The first advertising campaign for Vaseline hardworking and effective moisturizing proper- Intensive Care Lotion launched in 1971 and fea- ties. Many elbows, knees, hands, and feet have tured a dry leaf, which symbolized dry skin. The been softened by Vaseline products. Today its “Leaf” advertising was highly memorable and lineup includes lotions, jellies, and bath products: drove the brand to market leadership. Another famous campaign was “Scratch Dry” (1986), Vaseline Intensive Care Lotion where the Vaseline lotion provided visual evi- Dry Skin dence of its moisturizing properties through Aloe & Naturals scratching the word “dry” on Advanced Healing skin. This campaign helped to Water Resistant reinforce Vaseline Intensive Care Renew & Protect Lotion’s efficacy image and Healthy Hand Essentials drove market share in a com- Healthy Body petitive environment. Complexion Given its long therapeutic Firming & Nourishing heritage, Vaseline Intensive Care (to launch May 2003) Lotion evolved to an even more positive positioning in the Vaseline Petroleum Jelly 1990s. The “Take Good Care” Creamy advertising campaign launched Dual Action in 1999 featured people of all ages and ethnicities taking good Lip Therapy care of their skin with Vaseline Advanced Intensive Care Lotion. The cam- Cherry paign carried the brand’s mes- sage of nurturing, caring, and Vaseline Bath Line skin intimacy. Vaseline Intensive Care is one of Moisturizing Bath Beads line the only brands that appeals to both men and Foaming Creme Bath line women (and children) of all ages, and the “Take Good Care” campaign focused specifically on the positive aspects of how everyone feels good when RECENT DEVELOPMENTS they have good skin. In the past year, Vaseline Intensive Care intro- In 2001, Vaseline Intensive Care won an Effie duced two new advanced body moisturizers that Award for “From Here On,” a commercial for the meet consumers’ desire for better skin: product launch of Vaseline Intensive Care Lotion • Healthy Hand Essentials, an Alpha Hydroxy Water Resistant, a lotion with moisturizers that lotion for the hands with Vitamin E and Keratin. last through a hand washing. In 2000, the ad, Its special formula immediately hydrates skin, which was within the “Take Good Care” cam- strengthens nails, and softens cuticles in two paign, had helped Water Resistant achieve a top- weeks, and in four weeks diminishes the appear- ten share ranking in the body lotion innovations ance of fine lines and wrinkles. category after only six months. Effie Awards are • Healthy Body Complexion, an Alpha Hydroxy presented annually by the New York American lotion for the body with Vitamins A and E. Its Marketing Association in recognition of the formula helps diminish the appearance of rough year’s most effective advertising campaigns. spots, dry patches, and blotches to reveal a radi- THINGS YOU DIDN’T KNOW ABOUT ant, healthy-looking complexion all over. BRAND VALUES VASELINE With so many uses for so many different types of people, the Vaseline brand represents a bun- dle of impressions that people have accumulated ❍ Robert Chesebrough, the pioneer and an avid over generations of its use. The Vaseline brand user of Vaseline, lived to the ripe age of 96. is a contemporary classic — genuine, honest, ❍ Vaseline Petroleum Jelly skincare secrets and hard-working. For over 125 years, people have been passed down from generation to RA IELAREPRESENTS BRIAN NICE/LVA have trusted Vaseline to take care of themselves generation. Celebrities reported to use and their loved ones. Families have found a mul- Vaseline Petroleum Jelly include Yasmine titude of ways to use Vaseline’s products, which Bleeth, Rachel Hunter, Bobbi Brown, Eartha — oddly enough — emerged from an industrial Kitt, and Kim Alexis. environment. ❍ More people use Vaseline Intensive Care Through its promotions, the Vaseline brand lets Lotion than any other body lotion brand in its loyal customer base know that the backers of America. the brand genuinely care about the customers’ ❍ health and well-being. In turn, consumers depend Vaseline Petroleum Jelly can be used to remove on the Vaseline brand to deliver quality products makeup, soften cuticles, moisturize lips, and that are effective in bringing forth their best skin. as an overnight hand and foot softener. With promotions such as Vaseline Intensive Care ❍ Marilyn Monroe reportedly used to wear Month and related events such as an essay contest three shades of lipstick blended together and in upbeat Self magazine, Vaseline educates others coated with a glossy mixture of Vaseline about the importance of skincare and promotes an Petroleum Jelly and wax to make them look image of the vitality and self-assuredness that their fullest. come from taking care of one’s own body.

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