Vaseline, a Unilever brand, recently relaunched its core lotions range globally in striking new packaging crafted by strategic design partner Blue Marlin. The vivacious new packaging for Vaseline Essential Moisture body lotions is available in Oat Soft, Aloe Fresh, and Cocoa Radiant varieties, and is designed to reflect the growing consumer enthusiasm for natural ingredients in skincare products.
The global rollout began in December, with products available in Europe and Asia, followed by the U.S. early this year. The relaunch involves new packaging, new formulations, and a new communications platform. Unilever reformulated its 140-year-old brand introducing natural extracts and its patented Stratys-3 technology to deliver moisturization to all layers of skin with a light, silky feel. The brand’s new communications platform encapsulates this via the phrase, “feels good, does good.”
Packaging is designed to ensure that the product also looks good. The design makes use of warm tones and images of the ingredients, such as aloe vera, to bring the proposition to life in a modern, attention-grabbing way.
