Leandro Bejeto

Chief Marketing Officer for Beauty and Wellbeing at Unilever, responsible for brand strategy and product stewardship, and spoke about Vaseline Verified and community-led marketing.

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Dec 11, 2025 • 31min

Most Contagious: Vaseline Verified turns UGC on its head, and more

Leandro Bejeto, Unilever's CMO for Beauty, discusses how Vaseline Verified transformed user-generated content into a community-driven fact-checking initiative. Juliana Richter from Ogilvy reveals the importance of amplifying creator content across various channels while ensuring authenticity. Nils Leonard of The Ordinary challenges beauty marketing norms with a transparency-first approach, promoting real-life engagement over celebrity endorsements. Asad Dunner emphasizes the need to distinguish meaningful DEI conversations from noise, urging clarity and relevance in cultural discussions.

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