Vaseline Field Survey

CREATING STAND OUT APPEALVIN BODY SKINCARE MARKET

DATAMONITOR VIEW

CATALYST

This field survey focuses on Unilever's Vaseline skincare brand and examines how
it has successfully retained a leadership position in the body skincare market by
focusing on the dry skin care problems of a broad consumer demographic.

SUMMARY
The body care market is substantial, but growth has been weak in the major
markets. Innovation has been a means by which market players have aimed to
encourage growth, along with addressing key consumer trends such as the
preference for natural ingredients. In addition, marketers have attempted to get
more men interested in body skincare products through the launch of new products
and masculine styles of marketing.

Vaseline has gained a leading share in the skincare market by focusing on the dry
skin care needs of consumers. The company has targeted a wide demographic
through successful marketing campaigns, including web campaigns that encourage
consumer interaction with the brand. Vaseline has a well maintained R&D strategy
that has seen it launch a new skincare ingredient that offers a potentially strong
competitive advantage against its rivals.
 ANALYSIS

Setting the scene: market overview

The body care market is substantially sized, but growth is small

The global body care market was worth $11.7 billion in 2009, with Europe being
the strongest market, at $4.8 billion in that year . Growth is forecast to be fairly
small in the 2009 to 2013 period, with the US market forecast to have a compound
annual growth rate (CAGR) of only 1.3%. Europe is forecast to have the strongest
regional growth, at 4.8%, indicating that this region will continue to be the largest
for body care in the near future.

The leading global brands in body care are Nivea (owned by Beiersdorf),
Unilever's Dove, and Clarins. According to Datamonitor's Market Data Analytics ,
Nivea has a substantial leading share of the market (13.4%), way ahead of the joint
second brands (3.7% each). Nivea produces a range of body care brands that offer
moisturization benefits as well as anti-aging properties, toning creams and a men's
lotion. Competitors such as Unilever will therefore have to work hard to make an
impact on Beiersdorf's global share

BODY CARE MARKET SIZE FROM 2020 TO 2021

 LEADING BRANDS IN THE GLOBAL BODY CARE 2021

Marketers have attempted to encourage more men to enter the body care
market:

It comes as little surprise to find that women dominate the body care market, given
their overall preference for personal care products. As Table 4 shows, women
accounted for a substantial 88% of the global body care market in 2006.
Datamonitor's 2009 consumer survey found that women respondents were more
likely than men to apply body skin creams frequently. Nearly half of women
globally said they applied it once a day or more, while nearly 60% of men said
they used it only on special occasions or never .

In addition, women tend to be more brand conscious than men about which body
skin creams they use. Over a third of women globally said they were quality
conscious and careful about brand selection, compared to just 17% of male
respondents .

For this reason, therefore, the body care market has tended to focus on the needs of
women consumers.
However, marketers are attempting to attract more men to the body care market
with new products designed especially for male consumers; an increasing
acceptance of facial products among men has been a key driver of this.

However, they have a hard task before them in boosting male interest in these
products, mainly due to men's perceptions of masculinity (with soft skin often seen
as feminine) and body lotions therefore being perceived as inappropriate for male
use.

THE GLOBAL BODY CARE MARKET BY GENDER AT 2020

WOMEN APPLY BODY CARE PRODUCTS MORE OFTEN THEN MEN

QUESTION:How frequently do you use/apply the following beauty products and

services?

BODY SKIN CREAMS

MAY MEN DO NOT USE BODY SKIN CREAMS

QUESTION: Which of these statements best reflects your out look on the
following products or services?

BODY SKIN CREAMS

 HISTORY OF VASELINE

THE FOUNDER OF VASELINE

SIR ROBERT AUGUSTUS CHESEBROUGH

(January 9, 1837 – September 8, 1933) was an American chemist. He

discovered petroleum jelly, which he marketed as Vaseline, and founded
the Chesebrough Manufacturing Company.

SIGNATURE
In 1859, Robert Chesebrough, a chemist who formerly clarified kerosene from the
oil of sperm whales, traveled to the oil fields in Titusville, Pennsylvania to research
what new materials might be created from this new fuel. There he learned of a
residue called rod wax that had to be periodically removed from oil rig pumps. The
oil workers had been using the substance to heal cuts and burns. Chesebrough took
samples of the rod wax back to Brooklyn, extracted the usable petroleum jelly, and
began manufacturing a medicinal product he called Vaseline.

The first known reference to the name Vaseline was by Chesebrough in his U.S.
patent (U.S. Patent 127,568) in 1872. “I, Robert Chesebrough, have invented a new
and useful product from petroleum which I have named Vaseline”
The name "vaseline" is said by the manufacturer to be derived
from German Wasser "water" + Greek (elaion) "olive oil".
Vaseline was made by the Chesebrough Manufacturing Company until the
company was purchased by Unilever in 1987.

INTRODUCTION

CEO OF VASELINE,UNILEVER

ALAN JOPE
For over 150 years, the Vaseline® brand has been passionate about healing all skin
from the everyday to the toughest conditions. An authority on skin and skincare,
Vaseline knows that when skin is healthy, it can do amazing things.

Giving Every Body Healthy Skin To Live Without Limits :

Today, what started with a jar of Vaseline Jelly has grown into an expansive
product portfolio that includes Vaseline Intensive Care Lotions™ and Vaseline Lip
Therapy™ tins. However, The Healing Power of Vaseline Jelly can still be found
inside every product that the Vaseline brand makes.

The Vaseline Healing Project :

We believe skin health is a right, not a privilege. Our skin is in constant contact
with the world, and it’s essential to our wellbeing.

But unfortunately, skin healthcare has a problem: It’s not for all. In some parts of
the world, people lack access to resources and medical care to treat their skin.

That’s why we are on a mission to help 3 million people per year access
dermatological care and education by 2030. Through the Vaseline Healing Project,
we provide extra training to health professionals, dermatological treatment and
Vaseline® brand products and medical supplies needed to help heal the skin of
people affected by poverty or emergencies around the world.
 COMMUNITY INSTITUTE OF COMMERCE AND
MANAGEMENT STUDIES

GUIDENCE BY: SUBMITTED BY:

Ms. Manjushree Kushal Rao.S

5th Semester BBA

WELCOME
 FIELD SURVEY REPORT
On

“This field survey focuses on History and Unilever's

Vaseline skincare brand outlet”

examines how it has successfully retained a leadership position in the body

skincare market by focusing on the dry skin care problems of a broad consumer
demographic.
 Born Robert Augustus Chesebrough

January 9, 1837
London, England

Died September 8, 1933 (aged 96)

Spring Lake, New Jersey, US

Nationality American

Known for Petroleum jelly

Spouse(s) Margaret McCredy

(m. 1864; died 1887)

Children 4

Fields Chemistry

DEATH FACT:
Chesebrough lived to be 96 years old and was such a believer in Vaseline that he
claimed to have eaten a spoonful of it every day.

He died at his house in Spring Lake, New Jersey. He also, reportedly, during a
serious bout of pleurisy in his mid-50s, had his nurse rub him from head to foot
with Vaseline. He soon recovered, and credited his recovery to Vaseline. He is
buried in Woodlawn Cemetery in the Bronx, New York City.
 UNILEVER ANZ QUALITY AND COUSUMER SAFETY POLICY

PRODUCT SAFETY AND QUALITY

Consumers trust us to provide them and their families with high-quality products.
We design and manufacture our products so they’re safe for their intended use
INNOVATING RESPONSIBLY

Our Product Safety & Product Quality Code Policy (PDF 137KB) sets out our
commitments to Responsible Innovation. This means providing branded products
and services that are safe and high quality, and innovating based on sound science.

We also have mandatory policies and standards in place to ensure that we meet our
safety and quality commitments.

SAFETY FIRST

Our long-established Safety & Environmental Assurance Centre (SEAC) works

with teams across Unilever to assess the safety and environmental sustainability of
our products. The Centre also evaluates the processes used to manufacture our
products.

As part of our Responsible Innovation approach, we design safety and

sustainability into our products and manufacturing processes using the best science
available.

STRIVING FOR CONTINUAL IMPROVEMENTS

We want to be able to proactively address any potential product safety or quality

issues. So we monitor and track consumer and customer feedback.

Sometimes mistakes can be made in the end-to-end value chain. A product might,
for example, have a quality defect. Or there may be a contamination of the raw
materials, or a mislabelling of ingredients.

If this happens, protecting consumers’ safety is our number one priority. When
necessary, we will recall such products from the marketplace.
Vaseline has gained a leading share in the skincare market by focusing on
consumers' dry skin problems :
With over 100 years of experience on the skincare market, Vaseline has gained a
strong customer following in body care. As shown in Table 2, Vaseline is the fifth
leading global brand for body care. Its popularity varies around the world, but in
general remains in a strong position. In its US home market, where the brand was
born, Vaseline is the leading brand, with a 7% share. It is less successful in Europe,
being just outside the top 10 leading brands, while in Asia Pacific it features inside
the top 25 leading body care brand.

SKIN DRYNESS IMPACTS A SIGNIFICANT PROPORTION OF CONSUMER

Unilever focuses the Vaseline brand on dry skin, a market that has experienced
strong growth due to the increasing number of people who believe they have dry
skin and want to try to get rid of it. There is no definite answer to how many
people suffer from dry skin, as the exact definition of this can vary from mild
dryness to eczema. However,

Unilever has estimated that over 40% of women in the UK suffer from dry skin. If
it can be assumed that there are similar proportions of people with dry skin in other
countries, this gives the company a significant market to target. Unilever has
commented that it believes sufferers of dry skin have a greater propensity to use
body skincare products than average consumers. Julie McCleave, Skincare Senior
Category Manager at Unilever UK, noted that consumers with dry skin "shop for
the skincare fixture more regularly and have 25% more usage occasions than the
average consumer, so they equate to a huge market opportunity," (as quoted by
Talking Retail, 2008). By focusing on dry skin,
Vaseline is therefore targeting regular skincare users who could be loyal to its
products for years to come. Datamonitor's 2008 consumer survey highlighted the
fact that there is a potentially strong market for dry skin relieving products. Over
half of females and nearly a quarter of males globally polled said they are
concerned and actively seeking skincare products to address skin dryness, and
could be targeted effectively by market players such as Vaseline.

QUESTION:
How much of a concern are the following issues relating to skincare for you? Skin
dryness

VASELINE MEN IS A FACE AND BODY LOTION RANGE DESIGNED FOR

MEN'S SKIN NEEDS.
Vaseline Men is a new "full line of products designed specifically for the daily skin
care needs of men." It includes Fast Absorbing Body & Face Lotion touted to
provide "instant relief for everyday dryness." The "non-greasy moisturizer absorbs
within seconds" and is presented in a pump applicator bottle. Extra Strength Body
Lotion is claimed to provide "long-lasting action" and comes in a resealable bottle.
It is said to moisturize to relieve severely dry skin.

Another product, Extra Strength Hand Lotion, is sold in a stand-on cap tube.
Literature states, "Relieves and heals dry, rough skin - Absorbs within seconds -
Also effective for other rough skin areas; feet, elbows, knees and face."

"The major reason men don’t use lotion is they think lotions feel sticky or tacky,
and that they take a long time to put on and don’t absorb quickly.”

Another obvious reason for men not using body lotions is that they are considered
too feminine. However, with more men believing it is now okay to use facial skin
products than a decade ago, the same change in opinion could occur with body care
products. One way in which Unilever is trying to change men's perceptions is by
using 'macho' celebrities in its adverts for Vaseline Men. Former football pro
Michael Strahan and baseball All-Star Chase Utley featured in adverts for the
brand in the US, which showed them working out, alongside images of how
quickly the new line can fortify the skin. Srini Sripada, marketing director for skin
products at Unilever, noted in an interview with The New York Times that while
sports figures like Strahan help remove barriers for the masculinity conscious, the
“sports analogy” of the ad is equally important, helping equate a 15-minute
workout for strengthening physique with a 15-second application of lotion for
strengthening skin. This approach appears to be working. According to IRI data,
Vaseline Men generated $11.3m in revenues for the year to October 2009 and
achieved a 1.2% share of the overall body lotion category in the US.

KEY TAKEOUTS
Vaseline's success in the body skincare sector is determined by several factors
which market players could learn from:
• Focus on one area well – Unilever has successfully focused the Vaseline brand on
the dry skin market, an affliction that a high proportion of consumers suffer from
in various forms of intensity, therefore targeting the needs of the mainstream, not
the niche. By keeping it simple and focusing just on dry skin, the brand has
ensured it has gained a strong reputation in this one area, and has not confused
consumers with a multi-purpose skincare offering.

• Utilize R&D to be a brand leader, not follower – the company's introduction of a

new skincare moisturizing ingredient has seen it emerge ahead of the competition.
Instead of relying on the traditional dry skin cures of glycerin and petroleum, the
company has developed Stratsy-3, which it claims is a more effective skin
moisturizer. This shows that the brand has strong innovation channels with which
it aims to grow and does not rely on the tried and tested formulations of others.

• Respond quickly and effectively to consumer trends – Unilever has accepted that
glycerin and petroleum jelly are not universally liked by consumers due to
perceived user health/environmental health implications, by developing natural
skincare ranges made of cocoa butter and aloe vera. This shows it has a sound
understanding of current consumer trends which it aims to address in new product
launches.
DATAMONITOR CONSULTING
I hope that the data and analysis in this brief will help you make informed and
imaginative business decisions. If you have further requirements, Unilever
consulting team may be able to help you .
For more information about Vaseline consulting capabilities, please contact
directly at https://www.vaseline.com/us/en

DISCLAIMER
All Rights Reserved.
No part of this publication may be reproduced, stored in a retrieval system
The facts of this report are believed to be correct at the time of publication but
cannot be guaranteed. Please note that the findings, conclusions and
recommendations that Unilever delivers will be based on information gathered in
good faith from both primary and secondary sources, whose accuracy we are not
always in a position to guarantee. As such Unilever can accept no liability
whatever for actions taken based on any information that may subsequently prove
to be incorrect.
Unilever is aiming to utilize this product innovation to its advantage, hoping to broaden
consumers' conception of the brand as an everyday premium product with highly effective
moisturizing powers.
In order to promote this new product effectively, Unilever has undertaken strong online
marketing, utilizing ScanScout's 'Super Pre-roll' technology to enable consumers to interact with
the spot. Unlike traditional 'pre-roll' online ads, in which the viewer has to sit through a video
advert before they can watch the content they really want to see, the 'super pre-roll' allows
consumer interaction. The Vaseline advert features an interactive poll that asks consumers what
they like best in a body lotion. Once the viewer takes the poll, they are offered a link to a coupon
and more information about the product. This gives the consumer an opportunity to engage with
the brand rather than simply sitting back to watch the pre-roll. The process therefore enables
Unilever to interact with its customers and solicit their feedback.

Unilever studies have revealed the hydrating effects of its new Sheer Infusion product
 UNILEVER VASELINE SOCIAL MEDIA

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Vaseline India

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