Vaseline Launches New 'Skin Is Amazing' Effort

Unilever is unveiling a new "Skin is amazing" positioning with a print and TV campaign for its Vaseline brand.

The print ads feature a handful of celebrities focusing on a single skin attribute: Actress Minnie Driver loves her freckles, and musician Dave Navarro goes on about his tattoos. Other celebs include Hilary Duff, Kim Raver and Laila Ali. Shot by photographer Walter Chin, the ads are running in a special insert in October issues of such Condé Nast titles as Vogue, Vanity Fair, Self and Glamour.

A TV spot with the same theme but no celebrities breaks next week during TV premieres. Both print and TV ads are from BBH, N.Y.

The new campaign also includes a contest, inviting consumers to enter photographs of their own skin "portrait," explaining "everything their skin does for them and a unique skin story." Winners get a photo session with a professional photographer, and their skin portrait will appear in the next Vaseline ad in a national magazine.

If it sounds a little similar to the positioning of Dove, another Unilever brand, or the company's recent Skinvoice Campaign, which invited African-American women to talk about what makes their skin special, it is.

"Vaseline's new positioning is that it wants to be known as the expert on skin," says a company spokeswoman, "and we're very focused on getting people to think about their skin in different ways."



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