Vaseline’s Strategic Marketing Innovation Fuels Significant Growth
In a remarkable turnaround, Vaseline has achieved an impressive 11% compound annual growth over the past four years, attributing much of this success to an innovative, socially-focused marketing approach. The skincare brand, part of Unilever, has effectively integrated product development with strong marketing strategies, tapping into contemporary consumer trends and preferences.
CEO Fernando Fernandez emphasized the brand’s evolution during Unilever’s Q2 2025 earnings call, highlighting Vaseline’s role as a model for the company’s broader portfolio. The brand has successfully capitalized on burgeoning trends in body care and has seen more than 10% volume growth in both 2024 and the first half of 2025.
Key elements contributing to Vaseline’s resurgence include collaborations with popular figures and influencer-led marketing strategies. Recently, a partnership with reality TV star Amanda Batula resulted in a co-branded product that sold out in just 12 hours, exemplifying the brand’s effective foray into experiential marketing.
Katie Godbout, head of the Vaseline brand in North America, explained that reallocating marketing budgets towards creator-led content allows the brand to more authentically engage with consumers. This strategy aims to cultivate a strong community and resonate on a personal level with customers, going beyond basic skincare needs.
Furthermore, Vaseline’s “Vaseline Verified” campaign has showcased the brand’s versatility by validating various consumer hacks for its products, blending community-driven narratives with scientific validation. This initiative generated significant buzz, leading to a 43% increase in sales, 136 million views, and generating 87% positive consumer sentiment.
As marketing efforts increasingly rely on social media, Vaseline remains focused on measuring campaign efficacy through metrics such as buzz, sentiment, and shareability. Godbout noted that close collaboration between innovation teams and marketing is vital for navigating cultural trends and maintaining responsiveness in an ever-changing market landscape.
Overall, Vaseline’s blend of innovation, community engagement, and data-driven strategies positions it for continued growth and relevance in the competitive beauty and skincare sector.
