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ENGLEWOOD CLIFFS, N.J. — Vaseline has teamed up with actress and author Nia Vardalos in a promotional campaign for its Vaseline Spray & Go Moisturizer 360-degree spray lotion.Unilever North America said Thursday that the campaign, dubbed “Max the Morning” and running through August, aims to spotlight Vaseline Spray & Go Moisturizer as a solution for women who are too time-pressed to put on skin lotion.
Citing a Kantar study, Unilever noted that over 80 million U.S. women have lotion in their home but don’t use it on a daily basis because it takes too long to apply and absorb before they can get dressed, slowing down their morning routine. Vaseline Spray & Go, however, moisturizes deeply and absorbs in 10 seconds or less with a few quick rubs, the company noted.
Headlining the campaign is an online, five-part video series featuring Vardalos, who lends her humor and shares time-saving beauty and fashion tips for getting dressed fast with other busy moms. The videos will be introduced over the next few months at MaxtheMorning.com, CafeMom and the Vaseline Facebook page.
“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,” commented Vardalos, who is best-known for her role in the movie “My Big Fat Greek Wedding” and the best-selling author of Instant Mom. “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.”
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. And aunching in July will be a sweepstakes where moms can submit their best idea for cutting time off an everyday task for a chance to win prizes.
In addition, moms can learn what other mothers think about the Vaseline continuous spray lotion, which was tested by 250 influential CafeMom readers.
“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,” stated 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 line is available in three varieties: Vaseline Spray & Go Moisturizer Total Moisture, Vaseline Spray & Go Moisturizer Aloe Fresh and Vaseline Spray & Go Moisturizer Cocoa Radiant. Each comes in a 6.5-ounce can and is sold at food, drug and mass retailers nationwide at a suggested retail price of $7.99.
