The body lotion category in India currently stands > 10% penetration and has been almost stagnant for the last 3 years. With no new consumer recruited in the category; Vaseline -the biggest player in the category with almost 50% market share started witnessing a decline in business growth along with key brand attributes in terms of efficacy as well spontaneous awareness.
Hence Vaseline's growth was dependent on establishing its superior efficacy amongst non/surrogate users through its '6X Long-Lasting Moisturization' promise.
"Moisturization" as a benefit in India is understood and seeked by the consumers in the form of proxies like coconut oil or home-made remedies likes Malai, Almond oil etc. A deep dive into these consumers, revealed that 74% of the Indian households use proxies/home-made remedies in winter for moisturization.