Vaseline has undergone a “rebrand”, surprisingly changing its display name on social media to ‘Baseline’.

The Unilever-owned heritage beauty brand shared a statement to its social media channels after updating its display picture to show a “new name”.

The “rebrand” follows a viral video, shared by Korean beauty content creator Min Day (@mindaylee_), in which the content creator showed her collection of Vaseline products.

The video has since amassed more than 2.4 million likes on Instagram, gaining traction due to Min Day’s pronunciation of the brand name, which sounds like ‘Baseline’, with Vaseline jumping on the opportunity to get involved.

Min Day’s pronunciation of the brand is reflective of the Korean language.

In a follow-up video, the content creator explained that there is no ‘v’ sound in the Korean language, leaving her to adapt the brand name as there is no direct equivalent.

Vaseline shared an ‘official statement’ to its UK Instagram account, also changing its display picture to show its name as ‘Baseline’ across several of the brand’s international Instagram and TikTok accounts, in addition to naming Min Day as ‘CEO of Baseline’.

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The statement read: “We heard you. We agreed.

“Following extensive review (by which we mean approximately one video, watched over one million times, facts), Vaseline would like to announce our rebrand.

“Welcome to Baseline, effective immediately.

“Same tub, same jelly. Same uses you have been making up since 1870.

“Just, as it turns out, a slightly different first letter depending on where in the world you are saying it.

“Because that is really what this week is about.

“Vaseline has been pronounced, adapted and made local in every corner of the world for 150 years.

“Every accent, every version, every ‘wrong’ way of saying it is just proof of how far the jar has travelled.

“This week, we are celebrating one of those versions properly.

“Full credit to @mindaylee_ for the discovery, who we have taken the liberty of appointing as the CEO of Baseline, effective immediately, no interview required.

“To everyone stitching, duetting or simply enjoying watching a 150-year-old brand get gently corrected by its own global community: welcome.

“We are here for it. We might even learn something.”

A post on Vaseline’s Indian Instagram channel is now encouraging fans of the brand to create their own content with the ‘new’ brand name as it continues to lean into the trending meme, with the opportunity to be crowned a ‘Vaseline-Verified Hijack Icon’ and prizes to be won for the best videos.

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Source: Cosmetics Business (https://www.cosmeticsbusiness.com/)

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