Beauty & Personal Care
its home category
What the AIs say
#29 best · 6 of 6 agree“AI Mode ranks Vaseline highest (avg #2.0 over 1 mention); Perplexity is the most sceptical (#20.0).”
synthesised · the AI panel
What the press says
Positive · 7 stories · 30d“Vaseline's recent coverage centers on its successful creator-driven innovation strategy and viral TikTok campaigns, with largely positive reception of new product launches and advertising…”
synthesised · 7 articles via Google News · Unilever Global, Sporked +5
The brief
The brand in a paragraph.
Vaseline's creator-led product innovation, particularly its viral Originals line, has earned substantial press praise and industry awards, though coverage occasionally surfaces questions about petroleum safety in its formulations.
Act one
What the machines think.
Several AI models read the whole category and rank Vaseline's products — model by model, list by list, over time.
Model by model?
How each AI sees it.
AI Mode ranks Vaseline highest (avg #2.0 over 1 mention); Perplexity is the most sceptical (#20.0).
AI Mode
#2.0
avg over 1 mention · best #2
ChatGPT
#3.0
avg over 1 mention · best #3
Grok
#10.5
avg over 2 mentions · best #9
Claude
#13.0
avg over 5 mentions · best #3
Gemini
#19.5
avg over 2 mentions · best #18
Perplexity
#20.0
avg over 2 mentions · best #14
The words the panel uses
AI most often praises Vaseline for being "occlusive" (4 mentions) and "classic" (4).
- occlusive4
- classic4
- healing3
- affordable3
- petrolatum2
- petroleum2
- tinted2
- drugstore1
- deep-moisture1
- budget1
- glycerin1
- glossy1
Wins & misses?
Where it leads, where it lags.
2 top-10 wins versus 1 lag spot where Vaseline finishes below #20.
Top wins
Where it lags
Rank trajectory?
Weeks of movement.
Across 10 weeks of tracking: 1 intent steady, 4 climbed, 1 slipped. Biggest move: climbed 6 ranks in Best Moisturizers for Dry Skin (now #23).
Act two · ★ new
What the people say.
The same lineup, judged by the press that covers them.
In the press?
What the world is saying.
What’s being written about Vaseline lately — and the mood of it. 7 pieces in the last 30 days, coverage skews positive.
UUnilever GlobalUnilever Global·Positive
How Vaseline turned verified hacks into new products and partnerships
SSporked
LLittle Black Book | LBBOnlineLittle Black Book | LBBOnline·Positive
How Ogilvy and Vaseline Built One of Advertising's Strongest Creative Partnerships
TThe Drum
Gglossy.coglossy.co·Positive
Vaseline is turning 2008 beauty hacks into TikTok Shop sellouts
FForbes:max_bytes(150000):strip_icc()/VWH-GettyImages-2200819499-0cc3c41584c24d9ab8bce918069d14bc.jpg)
VVerywell HealthVerywell Health·Neutral
We Asked a Dermatologist If Petroleum in Vaseline Is Safeas of July 26 · 7 stories?
Act three
The lineup, ranked.
Every Vaseline product with its AI rank — reviewer verdicts join the board as coverage lands.
The lineup, reconciled?
Every product — both verdicts.
Lip Therapy Rosy Lips is Vaseline's most-recommended product, ranking across 2 buyer questions, with Intensive Care Advanced Repair Lotion close behind.
Unscented intensive repair body lotion
Rivals?
Who it competes against.
Vaseline and Weleda are neck and neck — 2–1 across 3 shared questions.
- WeledaBeauty & Personal CareVaseline leads 2–1 · 3 shared · 3 categoriesCompare
- VanicreamBeauty & Personal CareVaseline leads 2–1 · 3 shared · 3 categoriesCompare
- BiodermaBeauty & Personal CareVaseline leads 2–1 · 3 shared · 3 categoriesCompare
- Burt's BeesBeauty & Personal CareBurt's Bees leads 2–1 · 3 shared · 3 categoriesCompare
- EucerinBeauty & Personal CareEucerin leads 2–1 · 3 shared · 3 categoriesCompare
- CeraVeBeauty & Personal CareCeraVe leads 2–1 · 3 shared · 3 categoriesCompare
- AquaphorBeauty & Personal CareAquaphor leads 2–1 · 3 shared · 3 categoriesCompare
The recap
Where it stands today.
- FootprintStrongest in Beauty & Personal Care (best single-question rank #2), across 3 buying intents.
- AI verdictAI Mode ranks Vaseline highest (avg #2.0); Perplexity most sceptical (#20.0).
- TraitsMost often associated with “occlusive” (4 mentions) and “classic” (4).
- Top productLip Therapy Rosy Lips is the most-mentioned Vaseline product this snapshot.
- Closest rivalWeleda (2–1 across 3 shared intents).
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