Vaseline® Spray & Go Moisturizer Partners with Nia Vardalos and CafeMom to Help Moms Maximize Their Morning

Thu May 23, 2013 1:20pm EDT

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Vaseline® Spray & Go Moisturizer Partners with Nia Vardalos and CafeMom to Help Moms Maximize Their Morning

New Interactive Campaign Offers Time-Saving Beauty and Fashion Tips to Help Women Everywhere Get Dressed More Quickly

Eighty million women in the U.S. have lotion in their home, but do not use it on a daily basis1. Many of these women know they should be using body lotion every day, but skip it because it takes too long to apply and absorb before they can get dressed, slowing down their morning routine. That is why Vaseline® Spray & Go Moisturizer, a continuous 360° spray lotion that moisturizes deeply and absorbs in seconds, created the “Max the Morning” campaign featuring celebrity mom, and best-selling author Nia Vardalos. Best known for her role in the movie My Big Fat Greek Wedding and the best-selling author of Instant Mom, Vardalos appears in a video series where she lends her witty humor and shares time-saving beauty and fashion tips for getting dressed fast with other busy moms.

The “Max the Morning” campaign lives at www.maxthemorning.com and on CafeMom, a top online destination and community for moms, and will run through August 2013. Through the campaign, moms have access to helpful tips and special advice, including:

  • A Fun Video Series Starring Nia Vardalos: In this five-part series, funny lady Vardalos travels to the homes of real moms and offers them her clever advice on how to get dressed quickly, while still having soft, non-greasy skin. Viewers can watch as Nia and the moms swap stories about how they juggle the demands of their busy morning routines. Moms can view the videos, which will be introduced over the next few months, on CafeMom and the Vaseline Facebook page.
  • Tips & Tricks: Throughout the campaign, moms can get helpful time-saving advice and interact with other like-minded moms on the CafeMom Vaseline Spray & Go Moisturizer hub, where a 15-day community challenge will be issued with daily tips that help give time back to moms.
  • Chance to Win: Launching July 2013, moms will also have the opportunity to enter a time-saving sweepstakes where they can submit their best idea for cutting time off an everyday task for a chance to win prizes.2
  • See What Other Moms Are Saying: Moms can learn what other moms think about the new Vaseline continuous spray lotion, which was tested first-hand by 250 influential CafeMom readers.
  • Getting Social: Moms can share and like pins that illustrate activities and items that help maximize the morning to a sponsored Vaseline Spray & Go Moisturizer board on CafeMom’s Pinterest page. Beyond Pinterest, moms can also interact with both Vaseline and CafeMom online through their Facebook and Twitter handles, which will offer ongoing advice and tips on how to save time in the morning.

“As a busy mom I definitely know how hard it can be to juggle so many things – the kid, the husband, the dog - especially in the morning when I’m just trying to get myself dressed so I can get on with the day,” says Nia Vardalos. “I’m always getting great advice from other moms. That’s why I’m so excited to be partnering with Vaseline Spray & Go Moisturizer to be able to share my personal experience and advice to help women save time in the morning.”

“We’re so excited to be able to help moms speed up their morning routines and get dressed faster with the category-changing technology in Vaseline Spray & Go Moisturizer,” says Dawn Hedgepeth, Unilever U.S. Skin Director. “We know how time-starved moms are, especially in the morning, and are glad that through our partnership with CafeMom and Nia Vardalos we can enable moms to come together to share tips and time-saving solutions.”

Vaseline Spray & Go Moisturizer delivers category-changing innovation with a convenient, targeted spray (approximately the width of a woman’s wrist) that spreads easily and evenly, and absorbs in 10 seconds or less with a few quick rubs. For fast, full body coverage, women are encouraged to utilize the product’s signature application method - the “Up, Switch, Down, Rub” - where one sprays up one side of the body, switches hands, sprays down the other side of the body, and then quickly rubs the lotion in.

The Vaseline Spray & Go Moisturizer line includes three variants: Vaseline Spray & Go Moisturizer Total Moisture®, Vaseline Spray & Go Moisturizer Aloe Fresh, and Vaseline Spray & Go Moisturizer Cocoa Radiant. Each variant is available in a NET WT 6.5 OZ. can at food, drug and mass retailers nationwide (SRP $7.99).

Visit www.maxthemorning.com to watch the Vaseline Spray & Go “Max the Morning” video series and learn more about the product.

About Vaseline

Vaseline® products are manufactured by Unilever [NYSE: UL, UN], one of the world’s largest consumer products companies. With a more than 140-year heritage as America’s most trusted healthy skin expert and more than 30 years as a leading global hand and body lotion brand, Vaseline delivers products that meet the specific needs of consumers, no matter their lifestage or lifestyle. The Vaseline brand encompasses six product ranges – Vaseline® Spray & Go Moisturizer, Vaseline® Total Moisture®, Vaseline® Intensive Rescue®, Vaseline® MEN®, Vaseline® Petroleum Jelly and Vaseline® Lip Therapy® products. Vaseline products are available at food, drug and mass retailers nationwide. For more information, visit www.vaseline.com, www.facebook.com/vaseline or www.twitter.com/vaselinebrand

About Unilever North America

Unilever is one of the world’s leading suppliers of Food, Home and Personal Care products with sales in over 190 countries. Our products are present in 7 out of 10 homes globally and are used by over 2 billion people on a daily basis. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond’s, Popsicle, Promise, Q-tips, Ragu, Simple, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.

Our ambition is to double the size of our business, whilst reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals are more than 50 time-based targets. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/ or http://www.unilever.ca/sustainable-living/.

Unilever employs more than 12,000 people across North America – generating over $10 billion in sales in 2012. For more information visit www.unileverusa.com or www.unilever.ca.

About CafeMom

CafeMom is the leading media company for moms, reaching an audience of 10MM (comScore, August 2012). CafeMom brings moms engaging editorial content and vibrant community where moms can connect, give and get advice, be entertained, and make friends. CafeMom is also the leader in developing custom programs for top brands, making it the premier strategic marketing partner to brands that want to reach moms in a rapidly changing digital environment.

1 An estimated 80-95 million women in the U.S. keep body lotion in their homes, but don’t use it daily. [Source: Kantar World Panel % weighted users – women 13+ using HBL on the body in the average week (recorded behavior) & in given year (claimed behavior)in US ; 2011 US Census Bureau; 2005 Hand and body lotion category Habits & Attitudes study in US]

2 No Purchase Necessary. Starts July 15, 2013 and ends August 15, 2013. Open to U.S. residents who are at least 18 years old and members of CafeMom. Void where prohibited.

M Booth
Jacqueline Warren
(212) 481-7000, ext. 3221
jacquelinew@mbooth.com
or
Unilever
Stacie Bright
(201) 894-6531
stacie.bright@unilever.com

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