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Marketing in Brief: Vaseline Intensive Care

This article was originally published in The Rose Sheet

Executive Summary

Vaseline Intensive Care: Seventh annual Skin Awareness month supported with $6 mil. ad/promo campaign, Chesebrough-Pond's said. The company is running spots in 16 consumer publications, including In Style and Family Circle, in March. The campaign, "designed to heighten awareness about the importance of a good skin care routine," will emphasize the need for "daily moisturizing and annual visits to the dermatologist," Chese- Pond's said. Spots will include the Vaseline Dry Skin Challenge, a free promotional kit that teaches consumers how to "gauge the severity of their dry skin at home." Other promotional activities include a March 15 FSI drop to 35 mil. households, in-store displays, a write-in program and special consumer events. Activities in the Dry Skin Challenge involve an eight- city outreach program where customers can receive a skin check from local board-certified dermatologists, obtain personalized skin-health recommendations and receive free skin-conditioning hand massages and product samples...
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