Vaseline glides into men's skin care

Unilever brand Vaseline has unveiled plans to launch Vaseline Men, a range of body skin care and cleansing products formulated specifically for men’s needs.

The range, which goes on shelf this month will be fronted by three top sportsmen ¬– rugby star Lawrence Dallaglio, Olympic rower James Cracknell and world swimming champion Mark Foster. Vaseline Men comprises six products; Vaseline Men Body and Face Wash (in three variants), Vaseline Men Body Lotion (in two variants) and Vaseline Men Extra Strength Hand Lotion and will range in price from £1.99 to £3.49.

Men’s skin is 20% thicker than women’s and has a much lower ph – 4.3 compared to women’s 5.6 – it also dries out more quickly than women’s, with a day outdoors draining up to half a pint of water from a man’s skin. The Vaseline brand is 130 years old and present in 60 countries worldwide. This launch is currently exclusive to the UK.

Speaking at the launch, senior brand manager for Vaseline Monique Rossi said that men’s grooming needs were ‘on the up’ in the UK and Vaseline has responded to that need. “Our research shows that half of all men now recognise the importance of looking after their skin and are looking to use a brand they can trust. This is the first time Vaseline has launched a range especially for men and we hope that we can provide them with the ideal solution. The fact that we have three top athletes endorsing the range proves that these products can withstand all types of conditions.”

London Wasps player Lawrence Dallaglio then took to the podium to emphasise how pleased he was to be fronting the campaign along with James and Mark. “I spend three to four hours a day outside training for my job so I need to be sure that my skin is protected and moisturised at all times as it’s so exposed to the elements. More men than ever now look after their skin and Vaseline Men is a terrific range for me to be endorsing.”