Vaseline influencer strategy 2026

Brand Board: How Vaseline is re-positioning its lip products for Gen Z through aspirational travel and dating content

By Caroline Edwards - 08 Mar 2026
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Posted by Caroline Edwards in Case studies

5 months ago

Vaseline achieved double-digit growth for the third consecutive year in 2025. The Unilever-owned heritage brand is remaining culturally relevant via influencer collaborations and on-trend product launches that elevate its market position. Vaseline is a reliable petroleum jelly product found in bedside tables and purses around the world, but it’s not particularly cool. Now, the brand…

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