In the vast landscape of skincare, one name has stood the test of time, weathered changes, and remained a staple in households worldwide for over 150 years – Vaseline. This iconic brand, born out of the innovative spirit of chemist Robert Chesebrough, has evolved from a single product to a comprehensive skincare range under the Unilever umbrella. In this article, we delve into the rich history, marketing strategy, and the enduring success of Vaseline.
Vaseline: The Origin Story
In 1859, Robert Chesebrough discovered a natural, waxy ingredient with skin-repairing properties. After years of testing, he patented the product in 1865, officially launching the Vaseline brand in 1870. Initially distributed in North America, Vaseline quickly gained popularity and, by 1874, was selling 1400 tins per day. During the 1900s, soldiers relied on Vaseline for sore feet, and families turned to it for skin repair.
Vaseline's journey from a single petroleum jelly product to a diverse skincare range took almost a century. The brand's ethos, encapsulated in the motto "Beautiful skin is healthy skin," emphasises its commitment to skin health. The main ingredient, petroleum jelly, is sourced from waxy petroleum material found on oil rigs, undergoes purification through vacuum distillation, and is triple-filtered to create 100% pure Vaseline.
Marketing Mix Of Vaseline: 4P Analysis
- 100% Pure & triple-filtered petroleum jelly.
- Hypoallergenic, aiding in healing dry, damaged, and cracked skin.
- Occlusive properties creating a protective barrier.
- Prevention of dryness associated with Eczema.
- Available in various sizes, with prices ranging from Rs. 50 to Rs. 375 in India.
- Available at retail shops, modern retail outlets, and online platforms like Amazon and Flipkart.
- Presence on hyperlocal quick commerce platforms.
- Discounts ranging from 4% to 25% offered by eCommerce and hyperlocal platforms.
- Emphasis on positive skin repair routines in brand promotion.
Vaseline's extensive product mix includes Healing Jelly, Lotions and Moisturizers, Lip Care, Hand Care, Gels and Body Butters, and a dedicated range for Men.
- A 150-year-old strong brand.
- Extensive distribution network in rural geographies.
- Strong R&D facilities for product innovation.
- Heavy reliance on petroleum jelly portfolio.
- Potential drop in preference compared to versatile Unilever brands.
- Increased reliance on trade promotion over advertising.
- Leverage the full potential of the entire product range.
- Focus on developing geographies.
- Upselling to the loyal customer base.
- Shift in preference towards non-petroleum jelly-based products.
- Competition from copycat brands.
- Market saturation in developed geographies.
Vaseline faces internal competition from iconic Unilever brands like Dove, Lakme, and Ponds, while external competitors include Nivea, Johnson & Johnson, Olay, Garnier, and Marico's Parachute.
Vaseline follows Unilever's distribution model, ensuring widespread availability across various retail channels.
Despite being a 150-year-old brand, Vaseline stays relevant through word-of-mouth marketing. Users share everyday uses and survival hacks, from protecting wounds to serving as a fire starter during outdoor activities.
Cure through Vaseline
From a distant perspective, Vaseline's brand message is essentially the same as those of other Unilever products, such as Ponds or Dove. Though the exclusive emphasis on skin health is one significant distinction. It's also a good thing Vaseline hasn't yet expanded the brand to include hair care products.
The promotion that Vaseline's devoted users undertake much outweighs what the company does in traditional ATLs. In addition to shielding cuts from infectious agents, Vaseline is now a must-have component for Hiker & Camper luggage. It lubricates rusted locks and keys and offers relief from poison ivy. Additionally, it can prevent frostbite.One crucial hack is the Vaseline Fire Balls. You can turn a cotton ball into a fireball by rubbing the jelly on it.
It provides relief from poison ivy, lubricates keys and locks that have rusted, can protect from frostbite (where hands and feet can crack open from dryness from the cold), and is a great fire starter if you have a cotton ball that you can rub the jelly on. Vaseline's journey from a simple petroleum jelly to a diverse skincare range reflects its adaptability and commitment to skin health. With a robust marketing strategy, a vast product mix, and a loyal customer base, Vaseline continues to thrive in the ever-evolving world of skincare. As the brand embraces innovation, it remains a beacon of reliability in the realm of skincare, proving that healthy skin is indeed beautiful skin.