Client Vaseline

150 Years Young: From Medicine Cabinet to TikTok Trend

Don’t call it a comeback – Vaseline’s been here for over 150 years, healing and protecting since 1870. The original formula (discovered by chemist Robert Chesebrough in 1859) hasn’t changed much, and for good reason: if it ain’t broke, don’t fix it. Generations have used Vaseline Jelly for everything from soothing burns to softening lips. Its utility makes it an undeniable staple. The problem? Many young people saw it as just “my mother’s jar” – effective yet unexciting.

Today, that’s changing fast. In fact, VPJ is finding viral popularity thanks to trends like slugging – the TikTok-famous skincare hack of slathering your face in petroleum jelly for an overnight glow. This “universal balm” has won over a vast new Gen Z fanbase via the slugging craze, proving that a 19th-century skincare hack can totally become a 21st-century obsession. Who knew that grandma’s night cream would turn into a hashtag?

And it’s not just about face care. Vaseline’s versatility is finally getting the hype it deserves. Think about it: a single product that’s cheap, natural, fragrance-free, and works for hundreds of different problems – that actually fits perfectly with Gen Z’s practical, budget-conscious and DIY ethos. No more buying 10 different niche products when one classic jelly can do the trick.

The New Icon on the Block

Vaseline Petroleum Jelly’s glow-up is a case study in how to refresh a classic. From a perceived one-trick pony to a multi-tasking legend, from “just another old product” to a bold cultural icon – VPJ is embracing its inner influencer. The next time you see that little blue-and-white jar, whether it’s painted on a billboard like a Renaissance masterpiece or stopping dominoes of daily disasters in an ad, you might just feel a spark of inspiration (or at least curiosity). This is not your mom’s Vaseline anymore; it’s a Gen Z badge of honor now – the mark of someone clever enough to appreciate a timeless hack.

In a world obsessed with innovation, Vaseline is proving that sometimes the greatest innovation is simply showing the world all the amazing things an old product can do. So here’s to the Creation of a Classic – the re-creation, that is. Vaseline Petroleum Jelly is cool again. It’s art. It’s a trend. It’s a lifestyle. It’s the little jar of “wonder jelly” that’s ready to conquer hundreds more problems for the next hundred years. And honestly? We love to see it.

(Now go raid your cabinet, text your mom a thank-you for keeping that jar around, and try a new Vaseline hack today. After all, you’ve got at least 101 to choose from!)

Hundreds of Problems, One Solution

Let’s spill some of Vaseline’s best-kept secrets:

• Skin Saviour: Of course, Vaseline is a dry skin hero. Tap it onto cracked heels or elbows at night and wake up to smooth skin. It shields and soothes minor cuts or burns by creating a protective barrier so skin can heal faster. Windburn on your cheeks? A dab of jelly calms the sting. Eczema flare-up? Vaseline’s gentle occlusive layer locks in moisture and relieves irritation – dermatologists often recommend it.
• Beauty Hacks Galore: No lip gloss? No problem – Vaseline gives a clear glossy shine on lips or eyelids for that dewy look. It can even act as a substitute highlighter on cheekbones for a natural glow. Makeup emergency? Use it to gently remove stubborn eye makeup​realsimple.com, or mix it with loose pigments to create a DIY cream eyeshadow or blush. Some beauty gurus use it to tame unruly brows or as a lash conditioner for fluttery lashes without mascara. It even makes perfume last longer when you apply a little on pulse points.
• First-Aid & Fitness: Runners have long used Vaseline to prevent chafing (thighs, we’re looking at you) and even to guard against blisters on feet. Got new shoes biting your ankles? Smooth some jelly on the hot spots. It’s a go-to for soothing new tattoos and piercings because it protects the skin while letting it heal. And if you’ve ever had ahem a situation with raw skin (like a surfer’s rash or, as cyclists know too well, saddle soreness), a little Vaseline provides instant relief and a friction-free surface.
• Fashion & Lifestyle Fixes: This is where VPJ truly surprises. Scuffed leather boots or a dull patent purse can shine like new with a light coating of Vaseline (yes, seriously – it brings back the luster). Stuck zipper on your jacket? Vaseline to the rescue as a makeshift WD-40. Squeaky door hinge annoying you? A tiny dab stops the squeal. You can even use it to prevent car door seals from cracking in winter, or rub it on the neck of your nail polish bottles to keep the caps from sticking. It’s basically the DIYer’s dream product.
• Pet & Parenting Hacks: Got a pup with dry paw pads or a cut that they won’t stop licking? Vaseline is pet-friendly (just don’t let them eat the whole jar) and can protect those paw paws until they heal. For new parents, a classic trick: a thin layer on baby’s bottom can help prevent diaper rash (because it repels moisture). You can even put a little Vaseline around your hairline before home hair-dye – it prevents dye from staining your skin. The use cases truly go on and on – honestly, we’re barely scratching the surface of the 101+ uses here.

In short, Vaseline Petroleum Jelly isn’t just for dry skin – it’s the ultimate multi-tasker. Instead of seeing it as a boring old jar, the campaign is reframing VPJ as that one ingenious item you should have in your bag or on your shelf because it can MacGyver its way out of so many daily dilemmas. In an age where Gen Z loves life hacks and simplifying life with smart tricks, Vaseline is literally the one-stop solution. Why juggle dozens of products when one $3 tub of Vaseline does it all?

From Old-School to Iconic: Why It Matters

At this point, you might be thinking, “Okay, cool, Vaseline can do a lot… but is it really that deep? Do we need to turn a simple jelly into a cultural icon?” The answer from Team Vaseline is yes, and here’s why. Gen Z consumers aren’t just buying a product; they’re buying into an identity and a vibe. This is a generation that grew up with endless options and rapid-fire new product drops on social media. To capture their attention (and hearts), Vaseline has to stand for something bigger than just petroleum jelly.

By rebranding Vaseline as a symbol of multi-use utility, self-care, and aesthetic simplicity, the campaign taps into values that resonate with young people:

• DIY Empowerment: It feels good to solve problems yourself. Having a jar of Vaseline is like having a cheat code for life hacks – it empowers users to fix little issues on the fly, no help needed. That’s a satisfying, independent feeling, and it aligns with the resourceful, do-it-yourself mindset many Gen Zers have (they famously learn everything from YouTube tutorials, after all).
• Minimalism & Sustainability: Rather than buying a dozen specialized products (which costs money and creates waste), using one product for many purposes is financially savvy and eco-friendly. Gen Z cares about their footprint and their budget. Vaseline checks both boxes: it’s affordable and reduces clutter. One jar can literally replace an entire shelf of creams and gadgets. Less waste, more intentional living – that gives a simple product a bigger purpose.
• Legacy & Authenticity: In an era of gimmicky new brands, Vaseline’s authenticity – 150 years of history and a formula that just works – actually gives it a cool factor. It’s retro, but in a genuine way, not a try-hard way. It connects them to past generations (how many products in your life can you say your great-grandparents used?). By leaning into that heritage and celebrating it (hello, goddess billboard!), Vaseline stands out from the crowd of trendy skincare startups. It’s saying, “I’m the real deal, I’ve been here all along, and I’m still unmatched.” There’s something reassuring and even empowering in that message for young consumers who value transparency and real results over hype.
• Emotional Connection: Ultimately, the campaign is injecting emotion and storytelling into a product that never really had that before. Whether it’s the artful nod to creation and legacy, or the intimate everyday moments on Instagram, Vaseline is positioning itself as a brand that’s part of your life story. Maybe it reminds you of your mom taking care of your scraped knee as a kid, or maybe it’s the thing that saved your first DIY haircut. By highlighting these moments, Vaseline is no longer just a tub of jelly – it’s memories, solutions, comfort. And building that emotional appeal is key to earning Gen Z loyalty long-term (because let’s face it, petroleum jelly is petroleum jelly – but a brand that “gets you” is something special).