Vaseline: Bye-Bye Tan Line

Cathy Yang, Jessica Kao, Lydia Sun, Sammi Hsieh

Skin care brand Vaseline used TV and Facebook to put its Whitening Body Lotion top of mind and increase sales in Taiwan.

Campaign details

Brand: VaselineBrand owner: UnileverLead agency: PHD TaiwanCountry: TaiwanIndustries: Skin care, sun protectionMedia channels: Social media, TelevisionBudget: Up to 500k

Executive summary

In Taiwan, body whitening care is not as developed as facial whitening care as part of a beauty routine among consumers. And the body lotion category sales figures suggested that most consumers normally purchase one bottle of whitening body lotion before the beginning of summer. So, every summer, the war in whitening products begins, with brands competing to be top of mind. Vaseline had to become...

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