Creators have made 155-year-old Vaseline one of Unilever's fastest growing brands, says CMO Leandro Barreto
In an interview with CMO Insider, Leandro Barreto of Unilever said brands need to know what they stand for, but be flexible in execution and culture.
In an interview with CMO Insider, Leandro Barreto of Unilever said brands need to know what they stand for, but be flexible in execution and culture.
Read Full Story at Business Insider Mkt →Why This Matters
The revitalization of Vaseline as a top growth driver for Unilever underscores a critical lesson for legacy brands: authenticity in purpose can trump age. It signals that even century-old products can thrive by aligning with modern consumer values—like skin health awareness and inclusive self-care—without losing their core identity.
Background Context
Vaseline, born in 1870 as a byproduct of oil refining, long relied on its reputation as a medical-grade petroleum jelly. Its resurgence comes amid shifting consumer preferences toward "cleaner" beauty and the rise of social commerce, where niche brands often outmaneuver conglomerates in relevance. The pandemic further accelerated demand for multi-purpose skincare staples.
What Happens Next
Watch for whether Unilever doubles down on Vaseline’s cultural repositioning—expanding into adjacent categories like haircare or gender-neutral wellness—or if competitors like Aquaphor or CeraVe replicate its strategy. The brand’s growth trajectory may also test whether traditional CPG firms can sustain agility in product development without diluting heritage.
Bigger Picture
Vaseline’s rebranding exemplifies a broader pivot in CPG marketing: from transactional product sales to emotional storytelling. As Gen Z prioritizes transparency and functionality, even industrial-era brands must balance nostalgia with innovation, proving that longevity requires more than nostalgia—it demands adaptability.
