Needing intensive repair
Vaseline is a 140 year-old brand that Unilever wanted to liberate from its functional association with petroleum jelly and extend to a whole new gamut of personal care products.
Rather counter-intuitively, we decided that simplicity and clarity of offering were key to solving this complex brief. We made more of the famous Vaseline lozenge and used its iconic shape to organise the ever-expanding range.
Sheer success
Our work for Vaseline Sheer Infusion shows that it is possible to create a truly “masstige” brand – a mass-market brand that has broken into the world of high fashion. We clothed this luxurious lotion in great graphics that have helped to establish it as the top tier of Vaseline’s extensive range and the gold standard in the category.
The packaging communicates the product’s innovative and technologically superior ingredients, but in such a beautiful way that not even style icon Gwen Stefani could resist it.