Vaseline has turned 150 years of petroleum jelly heritage into a modern skin equity brand, riding the TikTok slugging trend to an organic reach campaign money can't buy.
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See all ads on AdLibrary →Vaseline is a US heritage skincare brand founded in 1870 and owned by Unilever. Known for original petroleum jelly, it has expanded into body lotions and lip care under the 'Vaseline Healing Project' brand purpose, with massive organic growth from the skin 'slugging' trend on TikTok. Also searched as Vaseline.
Vaseline's advertising strategy is unique in its ability to blend mass-scale Unilever campaigns with viral organic moments. The 'slugging' trend — applying Vaseline as the final skincare step — exploded organically on TikTok, giving Vaseline enormous free reach. Paid campaigns amplify organic trends rather than replacing them. The Skin Equity charitable platform adds brand purpose depth. Browse Vaseline ads at adlibrary.com.
Vaseline's Meta campaigns focus on the body lotion franchise (Intensive Care) and lip care line. DTC campaigns target adults 25–55 in mass-market segments with moisturization efficacy claims. 'Healing Project' brand content runs on Facebook with older demographics. Instagram is used for 'slugging' trend content with younger audiences and dermatologist partner content.
Core themes: healing efficacy ('the healing power of Vaseline'), skin equity ('every skin deserves healing'), and proven heritage ('trusted for 150 years'). 'Slugging' adjacent creative ties the heritage product to contemporary skincare routines. Lip care campaigns focus on winter dryness seasonality. Body lotion ads use clinical dry skin repair claims with ingredient callouts (glycerin, micro-droplets of Vaseline jelly).
Vaseline is a masterclass in brand renaissance through organic trend alignment. Rather than fighting the 'slugging' trend or staying silent, Unilever leaned into it — producing content that amplified what TikTok users were already doing with a product they owned. The lesson: the best campaign for a heritage brand is sometimes recognizing and amplifying what your loyal users are already inventing.
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