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Vaseline Targets Busy Moms with New Campaign

Posted: May 24, 2013

Eighty million women in the U.S. have lotion in their home, but do not use it on a daily basis. 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 what is behind the new marketing campaign for Vaseline Spray & Go Moisturizer, a continuous spray lotion that moisturizes and absorbs in seconds. The campaign will introduce “Max the Morning,” which features celebrity mom Nia Vardalos, who will appear 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, an online destination and community for moms, and will run through August 2013.

“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 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.”