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Chese-Pond's banking on AHAs with Vaseline Intensive Care reformulation.

This article was originally published in The Rose Sheet

Executive Summary

CHESE-POND'S LAUNCHING VASELINE INTENSIVE CARE $26 MIL. AD CAMPAIGN to support the reformulated and repackaged skin lotion line, the company said. The TV campaign, which debuts this month, features the six reformulated and repackaged lotions and highlights the line's new "skin empowering" formula, which "heals dryness for up to 12 hours," the Unilever division stated. The campaign, created by McCann-Erickson Worldwide, "focuses on how science `sees' dry skin vs. how the consumer `sees' dry skin," according to Chesebrough-Pond's.
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