Released on: October 12, 2007, 2:07 am

Press Release Author: Clementine or Nick Bowman / Mandarin T:+44 (0) 20 3117 0000

Industry: Marketing

Press Release Summary: Blue Marlin in global rebrand of Vaseline's Intensive Rescue
range

Press Release Body:

This summer, the skin care brand Vaseline is aiming to re
awaken consumers' awareness of the brand as the skincare experts with unmatched
experience and understanding in caring for and celebrating all skin types.
Integrated brand design agency Blue Marlin has developed the design having worked
closely with the Vaseline Marketing team in the development of the strategic brand
re-positioning, which is at the heart of the global re-launch 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 new
look for the entire range.

Martin Grimer, executive creative director says, "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 re-brand
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 body - care products
specifically designed to address the needs of very dry skin. The range goes beyond
instant relief and provides long lasting moisturize to promoting the proper
environment for skin to do something amazing - heal itself. The range includes
Moisture Locking Lotion, Healing Hand Cream, Healing Foot Cream, Heal & Repair Balm
and Moisture Locking Conditioning Body Butter.

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

Blue Marlin's Executive Creative Director Martin Grimer says, "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.