Vaseline in Latin America: How IO Cosmetics is Transforming its Market Presence

Vaseline: A Brand with History and Global Prestige

Since its creation in 1870, Vaseline has been synonymous with skin hydration and protection. With a formulation based on safe and effective ingredients, the brand has become a global reference in skincare. Its portfolio includes products designed to repair, protect, and nourish the skin, with clinically proven formulas recommended by dermatologists worldwide.

Now, with IO Cosmetics representing the brand, its presence in Latin America is being strengthened with an unprecedented expansion strategy, ensuring consumers can access its benefits more easily and directly.

IO Cosmetics’ Strategy for Vaseline’s Growth in Latin America

At IO Cosmetics, we don’t just distribute products; we develop strategies focused on maximizing the impact of each brand. For Vaseline, we have implemented an action plan focused on the following key pillars:

1. Expansion in Major Department Stores and Retailers

We have established strategic agreements with leading department stores and retail chains in the region, ensuring that Vaseline is available in the most important points of sale. Among our commercial partners are:

• Falabella (Chile, Peru, Colombia, and Argentina)

• Ripley (Chile and Peru)

• Liverpool (Mexico)

• Éxito (Colombia)

• Saga Falabella (Peru)

• Cencosud (Chile, Argentina, and Peru)

• Walmart (Mexico and Central America)

This presence ensures that consumers have access to Vaseline products both in physical stores and on e-commerce platforms.

2. Digital Strategy and Positioning in Marketplaces

In addition to traditional distribution, we have boosted Vaseline's digital presence on platforms like MercadoLibre, Amazon, and the e-commerce sites of our partner chains. This allows customers to purchase products quickly and conveniently, with detailed information about their benefits and applications.

Additionally, we have optimized SEO and SEM strategies to improve Vaseline’s visibility in digital searches, increasing conversion rates on online sales.

3. Experiential Marketing and Consumer Education

To build trust and loyalty, we have developed experiential marketing campaigns, including:

• Live demonstrations in stores and beauty events.

• Collaborations with dermatologists and skincare influencers.

• Educational content on social media and blogs.

• Webinars and workshops on skincare.

These initiatives aim to inform consumers about Vaseline's benefits and its different product lines, highlighting its effectiveness for various skin types and specific needs.

4. Launch of Promotions and Exclusive Bundles

We have designed pricing strategies and special promotions to encourage product trial and repeat purchases. Our initiatives include:

• Exclusive packs with discounts for purchasing multiple products.

• Special offers on key e-commerce dates, such as Cyber Day and Black Friday.

• Loyalty program benefits for frequent customers at our partner retailers.

These strategies have increased demand for Vaseline in the region, consolidating its position in the Latin American market.

Results and Expectations for Vaseline in the Region

Thanks to our comprehensive strategy, Vaseline is experiencing sustained growth in the Latin American market. Some of the key achievements to date include:

• Increased visibility in the region’s top retailers.

• Higher demand and sales in both digital and physical channels.

• Growth in social media and digital media engagement.

• Expansion into new markets within Latin America.

In the short term, our goal is to continue strengthening Vaseline’s presence in new points of sale and consolidate its leadership in the hydration and skincare category.

The Future of Vaseline in Latin America with IO Cosmetics

At IO Cosmetics, we continue working to strengthen Vaseline's presence in the region, consolidating its position as the leading brand in hydration and skincare. Our combination of efficient distribution, digital strategies, and innovative marketing allows us to take iconic brands to the next level, ensuring their success in an increasingly competitive market.

With the representation of Vaseline, we reaffirm our commitment to excellence and the expansion of leading brands in Latin America, offering high-quality products that improve consumers' lives. The future of Vaseline in the region is promising, and at IO Cosmetics, we are ready to take it even further.