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Vaseline
This campaign launched new Vaseline Gluta-Hya with an aim to recruit Gen-Z customers and drive category growth.
Gen Z sales.
incremental sales.
new Gen Z consumers recruited.
Campaign Background and Objectives
Vaseline's overarching objective was to recruit the most sophisticated skincare shoppers and ensure the launch of the Gluta-Hya New Product Development (NPD) would contribute to the growth of the hand and body category. Vaseline aimed to increase Gen Z penetration for Vaseline, recruit new users targeting sales attributed to new-to-body moisturising segment shoppers, and achieve a 2% market share for Gluta Hya.
Consumers avoid some body care due to stickiness and greasiness, preferring easy-application, non-greasy products.
Consumers seek body care that mirrors facial skincare, especially products with clinically-proven active ingredients.
Vaseline saw an opportunity to increase trial and acceleration among Zillennials, as their Gen Z customer penetration lagged the overall segment by 5 percentage points.
Solutions and Results
The campaign successfully targeted Gen Z shoppers with an omnichannel launch using consumer insights. Displays boosted visibility and educated on the product's serum-burst texture and brightening benefits, earning praise for its insight-led strategy and bold sampling.
Seamless omnichannel execution included in-store aisle fins, off-location displays, targeted online media, and Rewards Always On eDMs.
In-store and online sampling provided trial. Social media and influencers delivered creative messaging, highlighting benefit-led claims like "10x more antioxidant power than Vitamin C."
Success stemmed from collaboration, with joint briefing sessions and shopper insight presentations six months pre-launch ensuring objective alignment. This unified, data-led strategy elevated Vaseline's premium positioning and recruited Gen Z.
The Vaseline Gluta-Hya NPD campaign led the category, exceeding market share targets and driving portfolio growth, particularly among Gen Z.
• Achieved 5% Market Share for Gluta Hya (versus 2% target).
• +71% Gen Z sales (vs STLY).
• 78% incremental sales (vs 50% target).
• Recruited 47,646 new Gen Z consumers (vs 25,000 target).
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