Powered by Unilever patented technology, the body serum range has been a global success, contributing to Vaseline’s double-digit growth, and helping the brand reach the milestone of €1 billion turnover in 12 months, putting it among Unilever’s top 30 Power Brands.
The Unilever patented technology powering the new range, GlutaGlow, is clinically proven to have 10 times more antioxidant power than Vitamin C. The formulation also contains Hyaluronic Acid, bringing together a powerful combination of active ingredients that are highly sought-after by Australian shoppers.
Clare Standing, Beauty & Wellbeing Lead at Unilever Australia & New Zealand said “While Australian beauty consumers have embraced active ingredients like Vitamin C and Hyaluronic Acid, so far, these ingredients have predominantly been in facial products. Gluta-Hya offers a unique sensory experience by bringing these innovative ingredients to body care with a non-sticky, fast absorbing formulation.”
In preparation for the Australian launch, Vaseline commissioned research[a] which found the top 3 things Australians look for in body care are moisturisation (58%), hydration (43%), and a non-greasy formulation (35%). The research also found that 2-in-5 female respondents (41%) think their skin is dull, uneven and textured.
Gluta-Hya’s science-backed formula addresses Australian needs by offering a hydrating, fast-absorbing serum, which doesn’t leave a sticky residue. The blockbuster ingredient - GlutaGlow - boosts natural levels of Glutathione to brighten skin from the first use, and the inclusion of Hyaluronic Acid provides an instant moisture boost.
Specifically designed to address skincare needs in hot and humid climates, Gluta-Hya’s unique serum-burst technology ensures the product is lightweight and upon application, bursts into water droplets for a refreshing experience.
Gluta-Hya is Vaseline’s most successful premium innovation to date, demonstrating the power of understanding specific consumer needs to fuel product development and innovation.
Drawing inspiration from Vaseline’s hero line-up of skin-health led products, this new range of body serums includes three formulations - Dewy Radiance, Flawless Glow and Pro-Age Restore. Each formula in the 200ml tube which are now available in Woolworths, Priceline and Coles (in-store and online).
Unilever’s 30 Power Brands represent just over 75% of the company’s turnover. Vaseline’s recent success is due in part to the power of social media with its iconic jelly becoming a viral sensation thanks to the unstoppable craze for slugging. Tapping into this trend, Vaseline took out the Best Influencer Campaign at the 2024 Golden Target Awards. Building on the success and learnings from this campaign, the Australian launch of Gluta-Hya will be social and influencer-led.
Ms Standing concluded, “With over a century and a half of experience, Vaseline is a beautiful heritage brand that’s keeping ahead of consumer demands with science-backed innovations. Our focus for Vaseline is to deliver scalable, multi-year innovation programmes that continue driving market development and premiumisation. I’m really excited to see how Australians respond to Gluta-Hya.”
Research conducted by MetrixLab in October 2022. Sample included 1,000 Australians between 18-65 years old.