"It has been on a remarkable journey, pioneering the kind of desire at scale thinking we want now to replicate across all our brands,"
"We reallocated our budget to lean much more into creator-led content, as Unilever calls it, leaning more into creators, influencers, [user-generated content] to tell the brand story a bit more, versus only being led by the brand,"
"Especially for a heritage brand, the idea of cultivating community is so important,"
"Deeply understanding your consumer on the most intimate level - their hopes, dreams, desires, barriers to using product - beyond basic needs... really understanding their passion points, figuring out how you can tap into that and providing real utility in their lives."
Vaseline, founded more than 150 years ago, achieved an 11% compounded annual growth rate over the last four years, became a billion-dollar brand, and grew volume more than 10% in both 2024 and the first half of 2025. Renewal resulted from product innovation that taps trends in a transforming body care space and intensified social-first, culturally-rooted marketing that prioritizes creator-led and user-generated content. The brand engaged TikTok nighttime routines and executed a partnership with Amanda Batula and Loverboy that sold out experiential packs. Vaseline emphasizes cultivating community and deep consumer understanding to provide real utility.
Read at Marketing Dive
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