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Vaseline reinvented by creators embracing diverse uses beyond beauty, says Unilever CMO.

Market News
01 Jul 2026
Business Insider
View Source
Bullish
pluang ai news

Unilever's CMO Leandro Barreto revealed that Vaseline, a 155-year-old brand, has been revitalized through the creativity of its users. Initially seen as a simple beauty product, the brand discovered customers use Vaseline in many unexpected ways, such as on pets or shoes. This insight led Unilever to empower communities to shape the brand's relevance, demonstrating flexibility and cultural resonance. This approach highlights the importance of adapting brand strategy to consumer behavior for sustained relevance.

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