PackagingNew.UK
Blue Marlin revamps Vaseline core lotions range
Design agency Blue Marlin has given a new look to Vaseline’s core lotions range as part of a global revamp of the Unilever-owned brand.
Blue Marlin’s New York office has created the new look for the 140-year-old brand and has aimed to, in the agency’s words, encapsulate the “feels good, does good” ethos of the brand.
The new formulation introduces natural extracts and Unilever’s patented Stratys-3 technology, which, according to a statement, is designed to give “superior moisturisation to all layers of skin with a light silky feel”.
The new look uses warm tones and images of the ingredients, such as aloe vera, to bring the proposition to life in what Blue Marlin called “a modern, attention grabbing way”.
Anna Milivojevich, associate creative director Blue Marlin New York, said: “This design highlights what makes the product special to the consumer: natural ingredients, the latest in skincare science, and ultimately creating healthier skin so she has the confidence and energy to do more.”
Vaseline Essential Moisture body lotions are available in three variants: Oat Soft, Aloe Fresh and Cocoa.
Radiant. 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.
Global brand vice president – Vaseline and St Ives Ricardo Pimenta comments: “Vaseline is one of the most trusted skincare 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.”
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