Unilever is hoping to turn around falling sales of its women’s Vaseline deodorants range with a new look and NPD.
Rolling out now across the trade, the line-up is being expanded from six to eight variants with the introduction of Vaseline Double Invisible and Vaseline Derma Beauty (rsp: £1.86/150ml).
The new variants are based on the brand’s ProDerma skincare formula, which is designed to protect underarm skin, offer a light fragrance and give 48-hour protection, claimed Unilever.
Derma Beauty contains vitamin E while Double Invisible - which is going head-to-head with Nivea Invisible Black & White and Right Guard Invisible - would deliver “unbeatable stain protection”, according to brand manager Jessica Hodgson.
Unilever is hoping the overhaul, which it described as its biggest investment in the range in 11 years, will revitalise sales of its women’s Vaseline deodorant lines.
Sales have fallen 16.5% year on year to £2.4m [IRI 52 w/e 6 July 2013], driving a 5.1% decline in the overall Vaseline deodorant line-up to £10.3m, with sales of men’s deodorant falling 0.9% to £7.9m.
Unilever said it was confident the relaunch would attract new customers. “Vaseline has an important role to play within the category but has been relatively untouched for some time,” added Hodgson.
The updated packaging used a clearer typeface to emphasise each SKU’s proposition - ‘fresh’, ‘sensitive’, ‘invisible’ and ‘beauty’ - to help consumers understand their benefits, said Hodgson. As part of the relaunch, Vaseline Aloe Fresh has been renamed Aloe Sensitive.
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