Skin care ads to use 'emotional' marketing
Unilever Thai Trading Co Ltd’s presenter show off new packaging of ‘Vaseline’ and its new logo yesterday.
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Consumer products manufacturer Unilever Thai Trading Co Ltd yesterday announced it would run a Bt200-million marketing campaign to re-launch a series of Vaseline body care products with a new logo and packaging and an advertising strategy employing 'emotional' marketing.
Pakachat Taychabuapanone, Unilever's marketing development director for skincare products, said that the advertising campaign, under the concept "Skin is Amazing," will seek to capitalise on how important beautiful skin is to women. She described the campaign as emotional marketing. Pakachat said the re-launching of Vaseline body care products was being undertaken globally in an effort to maintain the brand's modern image. Thailand is the first Asian country to participate in the re-launch, which began last year. Thais users of skin care products consume an average of 3ml of lotion per application, around 1,200ml per year. Pakachat said consumption could be increased to 10ml per application. Wannipa Bhakdibutra, vice-president of Unilever's personal care section, said many players in the body-lotion market who continually build awareness of their products only focus on promotions instead of educating consumers on how to take care of their skin. One major activity Uniliver will host over November 11-12 is the "Vaseline All About Healthy Skin Workshops" in cooperation with Fitness First and Absolute Yoga. The workshops will target some 3,000 women. Meanwhile, the Bt200-million marketing budget will be used to purchase advertising space on television, in the print media, outdoors, on websites and in health and fitness centres. Wannipa claimed that the consumption of body lotion in Thailand increases during the winter season when she said more than 60 per cent of the population used body lotion compared to 39 per cent during the rest of the year. She said that sales generated during winter usually represented around 40 per cent of the company's annual sales. The Thai body-lotion market in the first six months of this year generated sales of Bt12 billion, up 6.5 per cent year-on-year. Sales of facial moisturisers comprised two-thirds of the market, with body lotions making up the rest. The market for facial moisturisers rose 8.8 per cent while the body-lotion market increased by 2 per cent. Wannipa said Unilever was the body-lotion market leader with a 25.5-per-cent market share, up from 24.9 per cent last year. Citra is second with 21.8 per cent of the market and Nivea is third with 19.3 per cent. Nitida Asawanipont The Nation
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