Pendium

Step 1 of 9

Vaseline owns the conversation for healing staples, but the radiance category is still being formed.

With near-perfect visibility in core categories, the opportunity lies in securing the same lead for your newest product innovations.

Vaseline's baseline score
92/100
Excellent

Vaseline is an AI visibility powerhouse, serving as the benchmark for the entire petroleum jelly and barrier repair category. While its legacy products are canonical, there is a strategic opening to dominate the 'healthy glow' and 'radiance' conversations where AI agents are more likely to offer a variety of newer brands.

What we see
  • Vaseline has a dominant knowledge score due to 150 years of editorial and clinical mentions.
  • The brand is the first recommendation across all platforms for 'slugging' and dry skin barrier repair.
  • Aquaphor is the primary competitor mentioned by name when AI assistants offer alternatives.
  • Newer innovations like Shimmer Gel Oils have less AI visibility than the core legacy products.
  • Gemini and AI Overviews heavily surface Vaseline for local 'best moisturizer' queries due to high retail availability.
Business goals Vaseline is likely trying to hit
  • Maintain dominance in the occlusive and healing jelly category
  • Drive awareness for the new Shimmer Gel Oil line in the radiance market
  • Capture the 'slugging' skincare trend in social and AI discovery
  • Position the brand as the most inclusive option for diverse skin types