Vaseline

The Challenge:In a saturated skincare market filled with "trendy" ingredients, legacy brands like Vaseline face a unique challenge: staying relevant without losing their identity as a reliable staple. The goal of this research was to understand the "Jobs to be Done" for a Vaseline consumer and identify potential "churn risks" in the modern retail environment.

The Strategy:I conducted a multi-layered consumer behavior study that moved from high-level market positioning to "boots on the ground" ethnography. I analyzed the competitive landscape against players like Carmex and Burt's Bees, but centered the heart of the research on a Point-of-Purchase (POP) Observation.

Research Highlights:

• Ethnographic Observation: Recorded real-world interactions at a retail location, identifying "The Locked Case" as a significant pain point that forces consumers to choose between brand loyalty and time-convenience.

• Consumer Journey Mapping: Developed a profile of the "Value-Driven Multi-tasker," a consumer who views Vaseline not just as a product, but as a low-risk, high-reward essential passed down through generations.

• Perceptual Analysis: Evaluated the brand’s standing in terms of affordability vs. versatility, confirming its dominant position as a "trusted healer."

• Psychological Triggers: Explored the "Social Proof" and "Heritage" factors that keep churn risk low despite a lack of aggressive modern marketing.

The Result:The analysis provided actionable marketing insights: prioritizing physical availability (mitigating the "locked shelf" issue) and leaning into the "Multi-Generation Connection" to solidify the brand's role as a household heirloom.

Key Deliverables:

• Consumer Insight Report: A comprehensive breakdown of purchase motivations and retail frustrations.

• Competitor Benchmarking: A comparative analysis of price, range, and brand perception against key rivals.

• Observation Log: A detailed transcript and analysis of real-time consumer behavior in a retail setting.

• Strategic Roadmap: Recommendations for marketing and supply chain improvements based on consumer "Retail Friction" data.