UNILEVER is tapping into influencers as it rides the recent social media wave of popularity surrounding old-school skincare solution, Vaseline.
It seems TikTok users have finally discovered the 150-year-old balm as a cure-all for a range of life hacks from fixing squeaky doors to cleaning shoes.
Jumping aboard the trend, Unilever brought its own scientists online to test the claims and share the results.
Turns out, Vaseline really does reduce the sensation of spicy food on the lips, prolong the scent of fragrances and restore leather handbags - but it does not whiten teeth or lengthen eyelashes.
"If you can make sure your brand is shared by other people, talked about by other people, that is how you can build trust and relevance," Unilever executive Selina Sykes said of the business' newfound social media strategy.
"Creators are critical to that - we're really scaling this advocacy model," she added.
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