In a vibrant testament to the resilience and beauty of Black skin, Vaseline has embarked on a groundbreaking journey with the Mended Murals Campaign. This innovative endeavor seeks not only to heal and celebrate melanated skin but also to reinvigorate the urban landscapes that mirror our rich cultural tapestry. By breathing new life into aging murals across cities such as Baltimore, Brooklyn, and Hartford, Vaseline pairs aesthetic restoration with a profound commitment to skin health in the Black community.
At the heart of this campaign is the collaboration with esteemed muralist Ernest Shaw Jr., who sees the restoration of these urban masterpieces as parallel to nurturing Black skin – both inherently magnificent, yet often sidelined. The Mended Murals initiative thus becomes a metaphor for attention and care, underscoring the philosophy that beauty and health flourish with nurturing support.
Kevin Tolson, Unilever’s Head of North America Strategy and Chief of Staff, Personal Care, eloquently notes that murals stand as vibrant declarations of a community’s identity, history, and aspirations. In aligning with artists committed to cultural representation, Vaseline not only restores these public artworks but reinforces their underlying message: that Black beauty and stories are deserving of visibility and reverence.
Further solidifying its pledge, Vaseline is investing $250,000 into local health clinics within each participating city, ensuring that the campaign’s impact extends beyond the visual to tangible support for Black skin health. This gesture amplifies the brand’s longstanding commitment to addressing the unique skincare needs of the Black community, previously exemplified by the SeeMySkin platform. Launched in 2022, SeeMySkin offers vital resources for understanding diverse skin conditions and facilitates connections with empathetic healthcare providers.
Through Mended Murals, Vaseline transcends traditional boundaries of corporate responsibility, weaving together art, advocacy, and healthcare into a cohesive narrative of empowerment. As Tolson aptly puts it, nurturing skin with the care it merits enables individuals to embrace life’s possibilities without restraint. Mended Murals, therefore, is not merely a campaign but a celebration of the inherent worth and potential of every Black individual, mirrored in the revitalized facades of our neighborhoods.
In championing the artistry of Ernest Shaw Jr. and other talented muralists, Vaseline not only preserves cultural landmarks but also underscores a powerful message: Black skin is a canvas deserving of meticulous care and unabashed celebration. Through this visionary campaign, Vaseline invites us all to see the beauty in our reflections, in the art that adorns our streets, and in the collective health of our communities.