How Vaseline Redefined Its Purpose Behind “Equitable Skincare for All” | Marketing


The company started thinking more deliberately about the representation of people of color in skincare in 2019, Tolson said. A study published in the Journal of the American Academy of Dermatology found that in Google image search results for 71 skin conditions, of the 3,700 photographs evaluated, 91.7% displayed fair skin.

This lack of representation “may lead to missed diagnoses and worse outcomes in people of color,” according to the study authors.

While whites are at greater risk for melanoma, blacks have a lower survival rate for the form of skin cancer, according to a study published in the Annals of Surgical Oncology.

In an attempt to address this disparity, Vaseline worked with dermatologists to create a program to help providers better treat, diagnose, and care for skin of color on Medscape, which healthcare providers could use for medical education credits. keep on going.

For the See My Skin campaign, Vaseline worked with HUED, a platform focused on connecting Black and Latina people to healthcare providers; VisualDx, a medical diagnostics company; Public relations firm Edelman and Paper Monday, a creative studio.

The New York-based studio specializing in black portraiture created a campaign film featuring four women of color with skin issues reflecting the impact of online search results.

“Searching online, I really struggled to find solutions for dark-skinned women, especially with skin conditions that looked like me,” the first woman of color says in the video.

Another woman, wiping away her tears, said, “I don’t see any evidence of people who look like me.

The video ends with a woman saying, “My community deserves to be seen” and shows a search bar in which the conditions “eczema” and “chronic dry skin” appear.

“We wanted to make sure we were sharing authentic stories to really highlight this issue,” said Smit Reddy, President of USA Branding for Edelman.

To promote the campaign, the team got to the heart of the matter: a search engine. They did a search engine optimization media buy so that when people search for skincare solutions, See My Skin pops up, Reddy said.

The company also created new artwork on limited-edition Vaseline jelly jars featuring women of color; the phrase “equitable skincare for all”; and a QR code that guides customers to

“The goal at this point is not to be a secret that’s in the sidecar of this business,” Tolson said. “It’s the core. That’s why we want people to know us.


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