Results and Effectiveness

The innovation was instrumental in lifting the key brand parameter scores of “makes skin effectively fairer / lighter” from pre-campaign levels of 5% to an impressive 25% post launch campaign. Score in Recently Seen in Magazine for the brand jumped by 92%, from 12 to 27, post campaign. The brand is a runaway success – has attained a sizeable 10% market share in just 4 months.

Creative Execution

We featured the photogenic winner of the Vaseline amazing skin contest – the girl with the perfect match between face tone & body tone, as the cover girl of the leading English women’s magazine in the country – Femina. The cover story inside featured the winner’s body care regimen. Other runner-ups in the contest, who came a close second were featured in the same cover story. The look and feel of the cover and cover story was one of subtle elegance, with a dash of panache – the photogenic, radiant snaps of the winners being the centerpiece of the feature. We used the campaign creative’s colors on the cover and the feature, to give a well integrated feel to the feature. The amazing skin contest was a two month nation-wide search, conducted at the key malls in the leading metros, activated across multiple platforms: Magazines, Digital, Mobile and Radio.

Insights, Strategy and the Idea

The marketing task - get face whitening consumers to try Vaseline Healthy White Body Fairness Lotion - start a new body fairness culture in India, where beauty is defined by face. The key message - Makes your body fair like your face. The audience is upper middle class young women. She uses Face Care Creams on her body regularly; but is not satisfied with the results – facial creams do not spread evenly on the body. She would like to wear sleeveless tops, spaghetti straps, skirts – which she is not comfortable with currently – as her body skin tone does not match her face skin tone. Magazines traditionally focus on the face of the cover girl. We used magazine covers to showcase that a matching body skin tone & face skin tone makes one look even more attractive & beautiful - a sharp contrast to regular face centric magazine covers.