The Vaseline Intensive Rescue range will benefit from a £4m marketing push kicking off in January, including ads, in-store activity and sampling. The range will be joined on shelf by a new fragranced moisturising lotion, the first scented variant in the portfolio, rsp £2.99 for 200ml.
Meanwhile, the Vaseline Aloe Fresh range will get a £2m relaunch, including new packaging and the introduction of a gel variant, rsp £4.99 for 200ml.
"There is a huge opportunity within the body care category for aloe vera products and Vaseline is well placed to unlock the potential in the category," said brand manager Monique Rossi.
The dry skin care market is currently worth £65,800 in the UK [IRI MAT 4 October 2008].