Vaseline regains position as the number one hand and body care brand via partnership with Direct Relief

In a nutshell

The Vaseline Healing Project has achieved impressive results since its global launch in 2015. A successful partnership with NGO Direct Relief has seen Vaseline return to the number one hand and body care brand in the world. Vaseline has experienced brand penetration and share growth in all markets where the Healing Project has been activated.

This very short video explains the huge difference an ordinary jar of Vaseline can make to those in need.

What’s the issue?

Skincare is not the first thing that comes to mind for most people when thinking about what refugees or people living in the wake of crisis or disaster desperately need.

However, exposure to the elements and often crowded, sometimes unsanitary living conditions can quickly give rise to numerous skin conditions including fungal and bacterial infections, or extremely dry, cracked skin, including aggravation of underlying conditions such as eczema, contact dermatitis, burns from cooking over open flames or gas stoves that can explode, scabies… The list goes on.

Some of the skin conditions require medical attention from a dermatologist or doctor and treatment with prescription medicines. Others are simply the result of limited access to essential skincare and this is where products like Vaseline Jelly and Lotion can make a big difference.

What’s the story?

With the help of Direct Relief, Vaseline have made it their mission to help restore the skin of 5 million people by the year 2020. So far the project has reached over two million people worldwide.

The Vaseline team wanted to give consumers an easy way to get involved while also boosting product sales. They came up with a powerful call to action, implementing the “one pack = one healing donation” promotion.

What are the outcomes and impact?

It has led to outstanding results against business and social KPIs. For example, in the US, Vaseline managed to grow market share after a long period of decline. This also increased consumer awareness substantially. The brand achieved an increase in sales for Vaseline Jelly and increase in sales for core lotions, proving that purpose can drive short term growth.

In the UK, a partnership with retailer Tesco led to a huge sales uplift. It also attracted many positive headlines. An article featured in The Mail Online (one of the largest English language news outlets in the world) about the programme made the top 25 most read articles globally and has been shared over 3,000 times!

In Summary

Our business learned that placing brand purpose at the centre of a well-funded 360° activation campaign can turn an ailing brand around and deliver growth. It goes to show that creating a brighter future and a stronger brand purpose can go hand in hand.

To learn more, please contact Kathleen Dunlop, Kathleen.Dunlop@unilever.com

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