Vaseline, a legacy skincare brand under Unilever, has long been associated with affordability and trust in skin protection. But in recent years, the brand has had to reinvent itself to capture the attention of younger, ingredient-conscious consumers.
With hyaluronic acid (HA) and vitamin C becoming staples in facial skincare, Vaseline identified a gap: these hero ingredients were rarely used in bodycare products. Recognizing that the global skincare consumer base is now highly informed (often called “skin-tellectuals”), Vaseline launched Gluta-Hya, a new line of hand and body moisturizers that combine glutathione (for brightening), vitamin C (for radiance), and HA (for deep hydration).
Strategy
Target Audience – “Skin-tellectuals”
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A group of beauty consumers who are highly informed about skincare ingredients.
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They don’t just want products; they want proof, transparency, and science-backed formulations.
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Vaseline positioned Gluta-Hya as an accessible luxury — affordable yet built on the same scientific credibility as high-end skincare.
Digital-First Launch
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Focused heavily on social commerce platforms (Instagram, TikTok, and regional e-commerce channels).
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Influencer marketing: Partnered with skincare influencers and dermatologists to validate the science behind the product.
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Live-streaming & virtual demos: Consumers could see texture tests, hydration results, and real-time Q&A with experts.
Experiential Engagement
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Offline activations: Pop-up skincare events in key Asian and European markets, where consumers could test hydration results with skin analyzers.
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Community building: Exclusive sampling clubs and loyalty programs targeting Gen Z and millennials.
Ingredient Transparency
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Clear on packaging: % concentration of hyaluronic acid and vitamin C were disclosed — building trust through transparency.
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Education-first content campaigns: Simple explainers on why HA works for body skin just like face skin.
Early Results
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Sales Impact: Within weeks of launch, global sales exceeded initial forecasts, especially in Asia-Pacific markets where ingredient-led skincare is booming.
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Consumer Engagement: Social campaigns generated millions of impressions; influencer-led posts saw high engagement rates due to ingredient credibility.
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Market Differentiation: Vaseline successfully repositioned itself from a “basic care” brand to a modern, science-driven skincare brand.
Key Takeaways
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Category Innovation: By moving HA from face to bodycare, Vaseline created new demand in an under-served category.
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Digital & Social Commerce: Success shows the power of mixing influencer validation with interactive social shopping.
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Ingredient Transparency = Trust: Clear communication of HA + Vitamin C benefits built credibility with informed buyers.
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Hybrid Approach: Combining online hype with offline experiences drove both awareness and trial.
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Global Scalability: While the launch began with Asia (where demand is high), results suggest strong global adoption potential.
Vaseline’s Gluta-Hya launch proves that legacy brands can win over modern, ingredient-savvy consumers by blending science-backed formulations, digital-first marketing, and experiential engagement.