Vaseline introduces new peptide-infused lip serums
The Gluta-Hya Lip Serum Gloss was crafted for viral beauty spots like TikTok and Instagram.
UK – Unilever, under its longstanding Vaseline brand, introduced Gluta-Hya Lip Serum Gloss, packed with tripeptides and hyaluronic acid.
The new product aims to attract Gen Z and Gen Alpha by combining proven skincare benefits with eye-catching colour options that align with their preferences.
Beyond the surface appeal of this release, the repositioning of Vaseline mirrors evolving buyer habits, highlighting how cultural appeal now rivals pure performance in the lip care space.
Melissa Houston, Unilever’s global associate brand director for Vaseline, stated, “There has been a fundamental shift in how the lip category is behaving culturally and emotionally.”
“Lip care is no longer just a functional fix, it has become one of beauty’s most expressive, impulse-driven, and socially visible categories.”
Houston stresses that established brands maintain relevance by evolving trusted formulas to sync with trends, rather than remaining static .
This trend ties into the growing “skinification” of makeup, where potent skincare ingredients like tripeptides and hyaluronic acid aren’t just for efficacy; they convey cutting-edge skincare savvy that clicks with youth audiences.
Vaseline’s heritage provides reliability, while fresh, culture-aligned updates deliver the buzz, allowing a classic name to pioneer beauty’s future phase.
Launching Vaseline in gloss form fits Unilever’s plan to refresh everyday staples for mass appeal.
A social-centric rollout aims to shift views from utility to excitement, fostering “desire at scale”, items people crave, not just rely on.
Gloss offers immediate visual rewards like shine and enhancement, infusing self-expression into lip routines.
The positioning shines through premium-inspired details: a soft-touch tube, shiny metallic accents, a see-through cap, and a precise applicator that evoke high-end skincare and cosmetics.
Vaseline’s lip care line is marketed under the “Lip Therapy®” collection, which includes minis, tins, and tubes in flavours like Original, Rosy, Cocoa Butter, Aloe Vera, Crème Brûlée, and Advanced Healing.
Beyond lip care, Vaseline offers other products, including petroleum jelly, body lotions, creams, oils, and specialised healing products under the “Intensive Care™” and “Radiant X” lines.
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