Heritage skincare brand Vaseline, now over 150 years old, continues to reinvent itself for a modern audience through innovation, digital engagement, and cultural relevance. The brand became one of Unilever’s €1 billion Power Brands in 2024, following a year of strong double-digit growth.
A key driver of this growth is Vaseline’s Vaseline Verified campaign, launched in March 2025. The initiative puts viral Vaseline hacks to the test in laboratory settings, verifying those that work and debunking those that don’t. With over 136 million social views and contributions from more than 450 global creators, the campaign has sparked a renewed cultural interest in the product and helped reposition the brand with Gen Z consumers.
In product development, Vaseline has focused on emerging skincare needs, particularly in warmer climates. Its Gluta-Hya body serum range – featuring serum-burst technology and skincare actives like glutathione and hyaluronic acid – has been introduced in 22 markets since its launch in Thailand. The line is designed to offer high-performance, lightweight hydration typically associated with facial care, and has significantly contributed to growth within the body care category.
The brand has also leveraged entertainment partnerships to boost relevance, including a collaboration with HBO’s The White Lotus in Thailand. The activation promoted Vaseline’s SPF 50 range through themed content and immersive consumer experiences.
By aligning product innovation with consumer behaviour and social media culture, Vaseline is successfully connecting its heritage with a new generation of skincare users.
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