Blue Marlin rebrands Vaseline Intensive Rescue

Vaseline is aiming to re awaken consumers' awareness of the brand as the skincare expert with unmatched experience and understanding in caring for and celebrating all skin types.

Integrated brand design agency Blue Marlin has worked closely with the Vaseline Marketing team in the development of the strategic brand repositioning, which is at the heart of the global relaunch and expansion of Vaseline's entire Intensive Skin Rescue range for very dry skin.

The scope of the strategic programme includes the development of a new positioning and a fresh look for the range.

Martin Grimer, Blue Marlin's executive creative director, said: "Vaseline is passionate about skin, so we have developed an approach which will create maximum impact in what has previously been a busy, yet generic category.

"There is now a family feel for the entire range that incorporates 'Healing', 'Maintain' and 'Skin enhancement' products.

"No other brand can match Vaseline's skincare experience and understanding; it is instantly recognisable right around the globe.

"To maximise on this, for the Intensive Rescue range of products, we have created an icon based on the International Rescue symbol, a visual metaphor for the products' benefits, which can be instantly understood by people everywhere".

Vaseline has unrivalled experience and understanding of skincare for all skin types.

The new positioning sees Vaseline as the leading everyday skincare expert taking a holistic view on skin health, maintenance and enhancement.

The rebrand heralds a new phase of development that sees the range becoming aspirational, warmer and more authoritative.

The brand is launching Vaseline Intensive Rescue, a range of bodycare products designed to address the needs of very dry skin.

The range goes beyond instant relief and provides long lasting moisturising to promote the proper environment for skin to do something amazing - heal itself.

The range includes Moisture Locking Lotion, Healing Hand Cream, Healing Foot Cream, Heal and Repair Balm and Moisture Locking Conditioning Body Butter.

Gustavo Lara, Global Brand Manager at Vaseline, said: "For us skin is amazing and the new designs cement Vaseline's credentials and authority as skincare experts.

"It also builds on the trust inherent in the Vaseline brand whilst looking so special it'll be the one to display proudly.

"Blue Marlin's approach ensures the Rescue range is in keeping with the other Intensive Care variants whilst creating an identity distinct enough to become known as the best products for very dry skin.

"Blue Marlin's understanding of different cultures has helped us to create a globally harmonised platform across the regions".

Blue Marlin has created packs with a pure matte white finish to indicate purity, which contrasts well with the deep blue frosted cap.

A metallic finish on the Vaseline logo demonstrates the premium quality, aids navigation and adds a tactile quality.

The design expresses Intensive Rescue's personality without losing any of Vaseline's authority as a brand that is instantly recognised and trusted right around the world.

Grimer added: "The icon also reflects the intensive relief and care the product provides and links Intensive Rescue with Vaseline's medical heritage.

"The symbol is unique and distinct to the brand, acting as a stamp of authority that can be used beyond packaging on point of sale, posters and digital media".

Across the range, the agency has radically simplified navigation through clearer brand architecture; the packs now communicate the products' function and will help to forge a strong emotional affinity with consumers - mainly 30-55 years old women, who want simple straightforward solutions to skincare for themselves and their family.

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