Vaseline Case Study: creating stand out appeal in the body skincare market

June 25, 2010 - PRLog -- Introduction

This case study on Vaseline forms part of case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how this Unilever owned skincare brand has successfully retained a leadership position in the body skincare market by focusing on the dry skin care problems of a broad consumer demographic.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge

*Identify specific areas for operational improvements

*Capitalize on the knowledge of experienced companies when entering a new niche or market
    

Table of Contents :

View 1
CATALYST 1
SUMMARY 1
Analysis 2
Setting the scene: market overview 2
The body care market is substantially sized, but growth is small 2
Body care has been boosted by the natural trend 3
Marketers have attempted to encourage more men to enter the body care market 4
Brand focus: Vaseline 6
Overview 6
Vaseline has gained a leading share in the skincare market by focusing on consumers' dry skin problems 7
The brand is marketed to a wide demographic, while emphasizing everyday usage 9
Vaseline has been successful in utilizing a grass roots approach in marketing its brand's widespread appeal 9
Vaseline has attempted to persuade more men to use below the neck moisturizers through celebrity endorsements 9
Unilever is utilizing R&D to develop Vaseline into a more premium product 11
Vaseline's Intensive Skin Rescue range was relaunched globally to emphasize the brand's credentials and authority as skincare experts 11
The company has boosted Vaseline's brand differentiation with the development of a novel skincare ingredient 12
Vaseline has addressed the natural trend with new product lines 13
The brand could move beyond dry skincare with products that address anti-aging needs 14
Key takeouts 14
APPENDIX 15
Case study series 15
Methodology 15
Secondary sources 15
Further reading 15
Ask the analyst 15
consulting 16
Disclaimer 16
List of Tables
Table 1: Body care market size, $m, 2004-13 2
Table 2: Leading brands in the global body care, 2008 3
Table 3: Leading fragrances, claims and ingredients in new body care launches in Europe and North America, 2007-09 3
Table 4: The global body care market by gender, 2006 4
List of Figures
Figure 1: Body skin creams that have a natural based formula include the following recent launches 4
Figure 2: Women apply body care products more often than men 5
Figure 3: Many men do not use body skin creams 5
Figure 4: Key facts 6
Figure 5: Vaseline timeline 6
Figure 6: The Vaseline line encompasses a large range of skin creams, some of which are shown below 7
Figure 7: SWOT Analysis 7
Figure 8: Skin dryness impacts a significant proportion of consumers 8
Figure 9: Vaseline Men is a face and body lotion range designed for men's skin needs 10
Figure 10: Unilever relaunched the Vaseline Intensive Skin Rescue range in 2007 11
Figure 11: Unilever has hailed its new Vaseline ingredient, Stratys-3, as being a breakthrough skin moisturizer 12
Figure 12: Unilever studies have revealed the hydrating effects of its new Sheer Infusion product 13
    
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