Vaseline targets men's market

ENGLEWOOD CLIFFS, N.J. Vaseline, a Unilever brand, is entering the men’s skin care market with its first line of products designed just for him.

“Vaseline Men is a natural evolution for our brand,” stated Srini Sripada, Unilever brand director for Vaseline. “Vaseline is the No. 1 lotion used currently by men and we believe it is a category where there is plenty of room for growth. We wanted to provide men with hand, face and body lotions that serve their specific skin care needs whether everyday care or problem solving.”

The collection, available beginning in July, includes lotion for the body, hands and face. There’s also the new Lever 2000 Vaseline Men Skin Hydrating Body & Face Bar.

Vaseline is support the launch through in-store marketing initiatives including live in-store demonstrations and education, at-shelf sampling, in-store signage and displays, online retail samples and instant redeemable coupons. These programs will begin rolling out in late July and will continue to expand through the end of October.

Suggested retail prices range between $2.09 and $5.99.