Aerosol Body Lotions Prove Popular With Consumers Thinner viscosities and spray packaging are the next big thing in skin care... Body lotion is used by 96% of women, according to market research firm Mintel. Therefore, moisturizer marketers needed a truly innovative product if they hoped to increase sales in such a saturated market. One such innovation was Unilever’s Vaseline Spray & Go, launched last Spring. The continuous spray, bag-on-valve (BOV) system dispenses lotion quickly and evenly, helping to eliminate product spoilage and waste. In the wake of Vaseline’s 2013 launch, Jen Drexler, VP, Insight Strategy Group and co-author of What She’s Not Telling You: Why Women Hide the Whole Truth & 16 Spray April 2014 What Marketers Can Do About It, lauded Vaseline in a New York Times interview for introducing something innovative. “Kudos to them for delivering something new in the delivery system in the lotion field, because there’s been nothing really new in lotions in forever,” Drexler commented. “The benefit of speed has probably been underserved in this category.” However, that was last year—would such a product really have enduring appeal to the U.S. consumer? Apparently so, as this year we’re witnessing a slew of new launches in a similar format. Following up on a good thing is Vaseline Men Spray Body Lotion, a 24- hour non-greasy continuous spray lotion for men. It moisturizes deeply, absorbs in seconds and is also available in a cooling formula for use after workouts. Also from Unilever, the new St. Ives Fresh Hydration Lotion Spray provides freshly moisturized skin without a heavy lotion feel. The non-greasy, fast absorbing
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