Marketing Strategies of Vaseline the Wonder Jelly!

› History of Vaseline:

In the year 1859, this product was extracted from petroleum in the year by Robert Chesebrough in The United States of America and was patented as well.

Chesebrough learned about residue called “Rod Wax” which had to be periodically removed from oil rig pumps and was then used as a healer for cuts and burns. He first saw this in the oil fields of Pennsylvania in 1859. This is what made Chesebrough think of making a medicinal product using this petroleum jelly which he named Vaseline.

This brand was initially owed by Chesebrough Manufacturing Company but was acquired by Unilever in the year 1987 and has been with them since.

vaseline print ad

› The Positioning of the Brand

This is a female-oriented brand and it targets families with children, couples and career driven females.The age group targeted by this brand is from 18 – 60 years.

This is a very popular product and is positioned as a healer in the winter season for dry and rough skin. It is a market leader in the skin care section, especially in the winter season in India. The reach of this product is wide and is available in many forms, variants and sizes.


› The Wonder Jelly

Vaseline is treated as a wonder jelly which claims to have over 100 uses. This brand is over 140 years old and has served in major markets as a leader in various countries. With its healing powers and skin care during the winters, it has been passed as the legacy through generations especially by the mothers to daughters.

Regardless of gender, age, region etc. it has served as wonder jelly across the globe and generations which suits every skin requirement especially during winters.


Some of the uses of this products are:

  • Cure chapped lips
  • Removed dead skin cells from the body when mixed with sugar and used as a scrub
  • The healing power of Vaseline can soften and heal the cuticles
  • Use on burns, scars, rashes and cuts to form a protective layer
  • Protects the skin from drying
  • Protects sore feet


› Vaseline Brand Equity

Vaseline is known for replenishing the skin 100% when it is dry. It hydrates the skin and makes it soft completely.With its key ingredients being Protein Soya & Oat extracts and Vitamin E for its creams and moisturizers it creates a perception of skin nourishing cream among the customers.

A report from Nielsen Retail Measurements 2016 officially recognizes Vaseline as a global bestseller in the hand and body care segment which considers sales from across 21 countries across Europe, Asia, Africa and the Americas.

Vaseline’s healing project has been one of the major initiatives in making it the bestselling brand and maintaining its position for 3 years now.

Emerging markets such as India, South Africa, Thailand etc. have played a major part in its growth over the years.


› Product Line of Vaseline

  • Vaseline Pure Skin Jelly Original
  • Vaseline Intensive Care
    • This is a range of 7 body lotions and moisturizers which are made keeping in mind the various skin types and seasons of India
  • Vaseline Lip Care
    • This is a range of 3 lip balms – 100% pure petroleum jelly for curing dry and chapped lips.
  • Vaseline Healthy White
    • This is a body lotion made specifically to cure the damage which is caused to the skin by sun and pollution. This comes in 3 variants and it is designed to meet your daily skin care needs. The lotions are fast absorbing and non-greasy.


› The Vaseline Healing Project:

The Vaseline Healing Project is an aid effort in partnership with Direct Relief to provide dermatological care, Vaseline Jelly & medical supplies needed to help heal the skin of people affected by poverty or emergencies around the world.

The aim of this project is to help heal the skin of 5 million people living in poverty or emergency situations by 2020.


› Advertising by Vaseline

The brand has always approached strong and independent women as the brand ambassador for it. Currently Indian actress Tabu endorses the brand.

However, Nargis Fakhri, Lauren Gottileb and sportspersons like Mithali Raj and Saina Nehwal have also endorsed this brand in the past.


» The Vaseline Project

Tabu is roped in for endorsing the Vaseline Healing Project, a partnership with Direct Relief to provide medical supplies and dermatological care including Vaseline Jelly needed to help the skin health of people affected by emergencies and difficult circumstances around the world.

» Vaseline Body Lotions and Moisturizers

A lot of Indian women cricketers have been roped in by Vaseline for promoting its body lotions and moisturizers.

The latest commercial shows Smriti Manchanda, Vice-Captain, Indian Women’s Cricket team talk about the struggles one faces while practicing hard and playing for constant hours under any circumstances.

They had also roped in Mithali Raj, Captain, Indian Women’s Cricket team and Saina Nehwal, India’s No. 1 and World No. 10 Badminton player in the past to promote their products.

Vaseline is a well celebrated brand in India and a market leader through decades but still always comes out with innovations and new formulas to make its products better.

The brand uses traditional, conventional and unconventional methods in marketing and succeeds well. The promotion is simple and very to the point.

Their advertising is very basic and most of the time focuses on the issues faced by women who step out of home or stay at home and work day in and out. The skin problems one faces in the winters and how easily Vaseline and its products come as a healer and make it better for you.

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