Vaseline introduces ‘Beautiful Escape with Pooja Umashankar’, a campaign inspired to give young Sri Lankan girls the opportunity to join the actress on three exciting journeys around the country to bring focus to Vaseline’s ‘body beautiful’ theme.
Many girls feel the need to restrict themselves from going out and exposing their skin to the sun in the fear of getting dark or burnt. This campaign is all about showing young girls that they can explore, have fun and live every moment without having to fear about their skin and complexion.
Commenting on this concept, Marketing Director Personal Care for Unilever Sri Lanka, Sharmila Bandara said, “Pooja is a person loved by Sri Lankans especially because of her endearing approach to life; she is always open to absorbing the environment around her and the enriching experiences it has to offer, and does not let frivolous inhibitions get in the way. In this sense, we saw a great opportunity for Vaseline to be the enabler in giving young girls a chance to engage with Pooja. As a brand that is close to the young girls of Sri Lanka, Vaseline will relieve them of their concerns about the health of their skin that might inhibit them from experiencing life to its fullest.”
The campaign will give a selected number of girls the opportunity to join Pooja on the Vaseline Beautiful Escape and give them the freedom to truly enjoy themselves and let go, be it a wild safari, whale watching off the Southern coasts or a water sports adventure.
Through this campaign Vaseline would also be relaunching a new enhanced Vaseline Healthy White lightening lotion which now includes Micro – droplet jelly, triple sunscreens and Vitamin B3 which will restore skin to visibly fairer skin in two weeks. The idea is that as long as you use your skin care properly – there is no excuse for you to not enjoy the sun.
“It’s never been just about making people feel good or look good, it’s about making Sri Lankan people live beautiful. Vaseline is all about making people understand the concept of ‘body’ beautiful” explains Sharmila.
The campaign was launched at the Colombo Fashion Week - Resort 2015 with the unveiling of the ‘Escape’ Collection by INDI. Indeevari Yapa Abeywardena is one of Sri Lanka’s most prolific fashion designers and the 20 pieced collection is a ‘holiday suitcase’ made with the use of local batik crafts and detailed embroidery. The collection is an over the top show stopper with a very fierce and vibrant colour palette.
“I also was someone who was scared to go out because I thought I would get darker, but when I heard about this campaign and the idea behind it, I felt I could also help spread the same message to other girls, and I felt that this was a great way to do it” shares Indeevari.
With the Vaseline Beautiful Escape campaign scheduled to launch in the upcoming weeks, young Sri Lankan girls can look forward to more details on how they can get the chance join Pooja on three exhilarating journeys as well as an opportunity to get their hands on the "Beautiful Escape" collection by INDI.
By Panchali Illankoon
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