Vaseline launches 'Yahoo amazing you' site in Malaysia

The integrated custom branded experience site provides women with an extensive range of online content related to skin care, general beauty, health and lifestyle, as well as enabling users to share their experiences.

The ‘Yahoo amazing you’ site has been set up to promote Vaseline, an established and universally respected brand which has come a long way since it was first launched in 1870 as 'Petroleum Jelly'.

The site also offers Vaseline a one-stop solution with original and international syndicated content, editorial integration and frequent weekly updates that allow users to have their beauty news fix. The site has an integrated social sharing module that enables them to share on Facebook, Twitter, Meme and Digg.com, and propagate the message to an even wider audience.    

With the launch, Vaseline will showcase the numerous ways in which it is available in the market as a range of moisturising products and drive better understanding among its users as a moisturisation expert. Currently, Vaseline has nine products in that range including body lotions, hand and nail care, lip care products and the original Vaseline Petroleum Jelly.

Jon Tjin Kee, sales director of Yahoo Malaysia, said, “It is exciting to see how an established brand is seeking innovative ways to push boundaries and create a deeper level of engagement with its public through digital media. Yahoo provides marketers with a digital canvas that has the power to engage and excite audiences through rich online experiences.”

“‘Yahoo amazing you’ delivers a rich, holistic experience for those who are passionate about skincare, beauty, lifestyle, health and women-related information. We hope to enhance our brand equity in the area of skin and more importantly, gain a leadership position in skin care through partnering with Yahoo,” explained Chong Yen Nee, brand manager, skin from Unilever.

Shankar Rajagopal, client leader on the Unilever account at Mindshare said, consumers today look at brands to provide something unique that resonates with their needs. We evaluated the communication needs of Vaseline and proposed the idea of a content collaboration between Vaseline and Yahoo!, and worked closely with the latter to bring the site to life and deliver a win-win proposition for both. Now, advertisers can demonstrate their value proposition beyond online advertising by partnering with media companies such as Yahoo!."