As the hand and body lotion category has exploded, other brands have stolen much of Vaseline's emotional relevance to consumers. We needed to provide an emotional pathway to the brand for women. We identified that the emotional entry should be based on beauty. For most women, the traditional definition of beauty is unattainable. But what if it were defined in a different way? Beauty would be about making the most of what you have and feeling good about it. The definition would be grounded in honesty, straightforwardness and reliability - all similar equities to Vaseline's.