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Brand: VASELINE SHEER INFUSION
Advertiser: Unilever USA
Agency: Bartle Bogle Hegarty

800 Sylvan Ave. Englewood Cliffs, NJ 07632
Phone: 201-894-4000
Fax: 201-871-8191

Current Issue Article Date:12/09/2009

 

 

INTERVIEW & NEWS

 

"Vaseline Sheer Infusion with Stratys-3 is the biggest breakthrough in body lotion in 10 years," Stacie Bright, Senior Communications Marketing Manager at parent company Unilever tells $ALE$-FAX NEWS. This new product "is the only lotion that delivers moisture across all layers of surface skin, to provide twice the moisture and an unmatched silky skin feel, as compared to other leading everyday body lotions," she adds. "The Stratys-3 complex combines three powerful moisturizing ingredients that work together to infuse and suspend moisture across all layers of surface skin - the top, the core and deep down," she explains.
Unilever is utilizing a new technology called Super Pre-Roll, developed by Scanscout, Inc. "Super Pre-Roll takes the viewing experience from passive to active, by allowing consumers to more deeply connect with a brand on their own terms," Bright comments. This new technology is allowing the Advertiser to "communicate unique product benefits, (and) solicit real time consumer feedback regarding skin care needs and the product," she says.
$ALE$-FAX NEWS also spoke with Mr. Waikit Lau, President and Co-Founder of ScanScout. Vaseline Sheer Infusion with Stratys-3 recently became the first brand to utilize ScanScout's unique "Super Pre-Roll" technology, Lau says. Super Pre-Roll presents the consumer with an opportunity to interact with the ad while it is playing, he notes. The 30-second spot for Vaseline Sheer Infusion 3 speaks to the product's effectiveness at treating all three layers of the skin, giving the consumer "twice the moisture, and a silkier feel."
Vaseline provided ScanScout with a traditional pre-roll spot, Lau says. ScanScout's internal technology allows it to "transform any 'plain old' pre-roll into Super Pre-Roll, (and) layer on any kind of functionality," he notes. The current spot, available at ScanScout's Web site, is layered with an interactive poll, asking the consumer what he is looking for in a skin lotion. The consumer can select "moisture," "silky feel," or "breakthrough technology." When the viewer selects an option, he is shown which percentage of consumers have made each selection. The Super Pre-Roll ad also offers coupons for this new product.
Vaseline Sheer Infusion with Stratys-3 differentiates itself from moisturizers that "sit on top of your skin, making it feeling greasy," or that seep through the skin too quickly and fail to thoroughly moisturize it. The new product contains glycerol quat ("GQ"), a patented ingredient that attracts and holds more water molecules than glycerol, the leading ingredient used in other moisturizing products. "GQ" works in the outermost layers of the skin, while the "Glycerin" and "H.E.U." ingredients work on the middle and deeper layers, respectively, according to a video at the brand's Web site, www.vaselinesheerinfusion.com.
In 1859, Robert Chesebrough, a 22 year-old chemist from Brooklyn, New York, traveled to Pennsylvania to investigate an oil well. There, he discovered a gooey substance known as "Rod Wax" that was causing the oil workers problems by becoming stuck to the drilling rigs. Chesebrough had also observed these oil workers smearing their skin with the residue from their drills, to aid the healing of their cuts and burns. He extracted usable petroleum jelly from the "Rod Wax," and by 1870, he was marketing this product as Vaseline. By the 1880's, Vaseline had become a standard product in American households. Vaseline Intensive Care Lotion was launched in 1970; the brand became part of Unilver in 1987, according to its Web site, www.vaseline.com.

 

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