Vaseline launches spray-on moisturizer packaging
Posted by Jenni Spinner, Senior Editor -- Packaging Digest, 3/11/2013 7:57:00 AM
Eighty million women in the U.S. have lotion in their home, but do not use it on a daily basis1. Over half of these light lotion users claim "lack of time for themselves" as being the biggest barrier to lotion use.2 Many of these women know they should be using body lotion every day, but skip it because it takes too long to apply and absorb, slowing down their morning routine. Introducing new Vaseline Spray & Go Moisturizer - a quick, continuous 360° spray lotion that moisturizes deeply and absorbs in seconds, so women can put their clothes right on after moisturizing and get on with their day. Leaving skin instantly soft - not sticky or greasy - this breakthrough lotion will be available nationally in stores beginning March 2013.
Unlike traditional bottled lotions, new Vaseline Spray & Go Moisturizer delivers category changing innovation through the union of three special elements:
1. External Structure: Consists of an expertly-engineered, twist-lock actuator that is easy to press and prevents spills, as well as a contoured aluminum can that fits nicely in the hand.
2. Internal Structure: Utilizes bag-on-valve technology for 360° continuous spray delivery, using only compressed air.
3. Formulation: Thin enough to spray, while utilizing the right balance of humectants and occlusives to deliver a non-sticky sensory experience, and effective moisturization. The formula contains multi-layer moisture complex and infuses moisture across all layers of skin3 - at the top, the core and deep down.
These features unite to deliver a targeted spray (approximately the width of a woman's wrist) that spreads easily and evenly, and absorbs quickly with a few quick rubs.
"We know the number one reason women do not use lotion more regularly is because of the wait time that comes with normal lotion application," says Dawn Hedgepeth, Unilever U.S. Skin Director. "That is why we are excited to be launching new Vaseline Spray & Go Moisturizer, a game-changing innovation that offers women a quick and convenient moisturizing solution that absorbs in seconds. This breakthrough moisturizer will help more women incorporate lotion into their morning routines, and will drive category growth in an area that has not seen innovation in more than five years."
Vaseline is announcing the launch of their new Vaseline Spray & Go Moisturizer through numerous in-store marketing initiatives at key retailers such as Walmart, Target, CVS and Walgreens. In-store efforts will include live demonstrations and sampling events that provide further brand information and education, including how to perform the lotion's signature spray - the "Up, Switch, Down, Rub" - which helps deliver a continuous application of the product. Beauty counter displays, in-store signage and floor displays, as well as instant redeemable coupons, register rewards and support on retailers' websites, will round-out the in-store program, which kicked off in mid-February with demo events at top retail stores.
The Vaseline Spray & Go Moisturizer line includes three variants, each available in a NET WT 6.5 OZ can: Total Moisture, Aloe Fresh and Cocoa Radiant. The lotion can be used daily and will be available at food, drug and mass retailers nationwide in March 2013 (SRP $7.99).
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