Vaseline Strategtic Research

Vaseline was one of our clients for a journalism class I took in 2020. Throughout the class, each student did extensive research on their client and put together a strategically thought out research document that encompasses what we learned through our client and audience research. Not only did I learn a lot about vaseline, but this was one of the first strategic campaigns I did, so I learned a ton about research, writing, and thinking that helped me in later classes!

The Product

            Vaseline’s Founder, Robert Chesebrough, began creating Vaseline Healing Jelly in 1859. Chesebrough discovered rod wax in Titusville, Pennsylvania. Rod wax was being used by oil workers to heal their burnt skin. Robert Chesebrough became curious about the benefits that rod wax produced. He later realized that it was an unrefined form of petroleum jelly. After a series of purifying the rod wax, Chesebrough patented Vaseline Healing Jelly in 1865. 

            Vaseline Healing Jelly consists of one ingredient, white petroleum jelly. Petroleum jelly is made of pure waxes and mineral oils that aid cracked, and dry skin. Over the years, people have found many ways to use this product. It is currently used for its original purpose, and now,  for beauty purposes too. Vaseline Healing Jelly is used in makeup routines, and skin care routines.

            Vaseline Healing Jelly is currently manufactured in the United States. This product is exceptionally easy to find in a variety of stores. Since Vaseline Healing Jelly is a highly demanded product you can buy it in a majority of local grocery and convenience stores. This product is even available in some gas stations. Vaseline Healing Jelly is also sold on many websites.

            The iconic blue  tub of Vaseline Healing Jelly is available in three different kinds. The three options are: Original, Cocoa Butter, and Baby. All three of these are available in different sizes. The Vaseline Healing Jelly Original is available in an assortment of sizes between 1.75oz, and 13oz. The Vaseline Healing Jelly Cocoa Butter is available in 1.75oz and 7.5oz. Lastly, the Vaseline Healing Jelly Baby is only available in 13oz. The prices vary depending on where you purchase the product, and what size you purchase. Though, the prices are very affordable.

            A few common competitors of Vaseline Healing Jelly are Aquaphor, CeraVe, Nivea, Ponds, and an array of generic brands. Vaseline Healing Jelly differs from the competitors because it was the original healing petrolleum jelly. Robert Chesebrough was the first individual to use petroleum jelly as a healing ointment. These competitors are evolving their products off of Robert Chesebrogh’s findings.

(About Vaseline Healing Jelly , Vaseline Healing Jelly IngredientsGoogle Search for Vaseline Healing JellyGoogle Search for Vaseline Healing Jelly Competitors)

The Parent Company and Industry

            Robert Chesebrough founded Vaseline in 1859. All of the Vaseline products were originally manufactured in the Chesebrough Manufacturing Company until 1987. In 1987, Vaseline was bought out by a company called Unilever. Unilever is a global company that is the parent company to many well-known brands. This company is one of the world’s largest consumer goods companies. The company is world-renound for its brands, and global-footprint. Unilever owns brands in foods and refreshment, beauty and personal care, and home care. Some other well-known brands that are owned by Unilever consist of: Breyers, Ben & Jerry’s, Axe, Dove, St. Ives, etc. Unilever is based out of  London, England, the company’s headquarters are located in London. Unilever is currently the parent company of Vaseline.

            Petroleum jelly has solidified its spot in the personal care industry. This product is a household staple and has been used for several decades. According to the 2020 Future Market Insights report, “With continual demand for personal care products… the future of the market looks promising.” There are many different uses for petroleum jelly, even outside of skin care and beauty. The 2020 report from Futrure Market Insights states, “Furthermore, petroleum jelly acts as an excellent anti-rusting agent and water repellant and is oderless and inert.” The report continued to say, “… properties make it suitable for a wide range of applications across various industries…” The same report also predicted that the global petroleum jelly market will grow even more between 2020 and  2030. The Future Market Insights indicated that the market will grow past its last evaluation of $1939.7 million by 2030. The report claims that petroleum jelly will remain in high demand due to its purity because it ensures healthy skin care. Market Watch posted an industry report on Vaseline in December 2020. According to this report, Vaseline’s top competitors are Nivea, Ponds, Johnson and Johnson, and Lakme. The list of competitors from the Market Watch report was based on “…  market competition by top manufacturers, with production, price, and revenue (value) and market share for each manufacturer.”

(Future Market Insights 2020 ReportUnilever HistoryVaseline HistoryMarket Watch 2020 Vaseline Report)

Target Market 

            Vaseline Petroleum Jelly targets families and in particular, families with young children.  Their target demographic includes 18-60 years old females with children, or single families who are always traveling or hard at work.   Vaseline healing petroleum jelly is efficient because it is small, easy to carry, and is very universal, meaning Vaseline can be found worldwide.   Vaseline is also useful no matter a persons’ age.  It is recommended for kids and adults.  However, their target demographic consists of adult females because they are probably going to be the ones to go buy it for their family, or themselves to use. 


            Vaseline is a very visual product and for people to understand what is being advertised, they need to be able to see how Vaseline can be used.  The best way for this to be done is by creating TV commercials to advertise or partner with influencers to showcase Vaseline petroleum jelly. 

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