Vaseline: Strategic Growth and Innovation (2023–2025)
Executive Summary Vaseline, a flagship skincare brand under Unilever, has exhibited significant growth and innovation between 2023 and 2025. Celebrating over 150 years in the industry, Vaseline has successfully merged its legacy with modern advancements, achieving a turnover exceeding €1 billion in 2023. This case study delves into Vaseline's strategic initiatives, product innovations, sustainability efforts, and market expansion, highlighting the brand's adaptability and forward-thinking approach. Company Overview Founded in 1870, Vaseline has established itself as a trusted name in skincare, renowned for its petroleum jelly products. As part of Unilever's portfolio, Vaseline has expanded its offerings to include a diverse range of lotions, creams, and oils, catering to various skin needs. The brand's commitment to quality and innovation has solidified its presence in global markets, with significant growth observed in regions like North America and Asia. Strateg...