Vaseline Integrates Creators into Its Innovation Strategy

Building on the success of the Cannes Lions Titanium-winning Vaseline Verified, Vaseline and Ogilvy Singapore present Vaseline Originals — a groundbreaking product line that transforms community hacks into real products, positioning content creators at the heart of innovation.

SINGAPORE – Media OutReach Newswire – 22 April 2026 – In a landscape where beauty trends are shaped by everyday creators, Vaseline is repositioning itself from just a product manufacturer to a community-centric platform. The brand is no longer merely endorsing trends; it is actively turning community insights into actual products, celebrating the original voices behind these ideas.

We proudly introduce Vaseline Originals (OGs), an unmatched product line inspired by genuine viral hacks and their creators. Developed by Ogilvy Singapore for Unilever’s Vaseline, this campaign redefines the narrative around beauty product development by turning authentic community input into physical products.

– Advertisement –

“Creativity from individual creators has often reimagined what Vaseline jelly can achieve, frequently without acknowledgment. This campaign aims to recognize, celebrate, and reward the innovators behind those ideas. More than just a campaign, it represents our aspiration to collaborate with our community, rather than simply working for them,” stated Nathalia Amadeu, Global Brand Director, Vaseline at Unilever.

From Hack to Shelf: Presenting the Vaseline OGs

At the heart of this campaign are two content creators who were among the first to share hacks that led to the brand’s new innovations.

In 2008, beauty influencer Jen Chae (@frmheadtotoe) highlighted a simple Vaseline brow tamer hack on her blog, while Lauren Luke (@laurenluke_panacea81), an early YouTube beauty creator, showcased her Vaseline primer hack, making beauty techniques accessible to everyone.

Fast forward nearly twenty years, and these concepts have inspired actual Vaseline products. This includes the Vaseline Brow Tamer, derived from Jen Chae’s innovation, and Vaseline All-In-One Primer & Highlighter Jelly, inspired by Lauren Luke. Beyond new products, the campaign honors these creators as Vaseline OGs, acknowledging their contributions to the global beauty landscape.

Both products sold out in minutes during their TikTok Live launch on 30 March 2026, featuring the creators themselves.

– Advertisement –

From Vaseline Verified to Vaseline Originals

What began as individual beauty hacks has grown into a global phenomenon, with over 3.5 million Vaseline hack-related posts shared online. This reflects the brand’s enduring relevance in daily life and cross-generational dialogue.

This campaign continues the essence of Vaseline Verified, the brand’s award-winning initiative that validated hacks from numerous users and received multiple Grand Prix accolades, including the esteemed Titanium Lion at Cannes Lions. While Vaseline Verified highlighted effective hacks, Vaseline Originals focuses on the innovators behind the most celebrated ideas.

And this is merely the beginning. The search for content creators behind other viral Vaseline hacks is ongoing, with more individuals set to be recognized and honored as Vaseline OGs, integrating diverse community voices into the brand’s future initiatives.

Nicolas Courant, Chief Creative Officer at Ogilvy Singapore, stated, “We started with a simple creative question: what if the most brilliant ideas originated not in boardrooms but from people’s everyday lives? We explored how Vaseline has been woven into culture from its origins and discovered the OG creators who laid the groundwork for these hacks long before they became mainstream. Vaseline Originals emphasizes stewardship over ownership, honoring our OG content creators by sharing our success with them.”

Aanchal Sethi, Asia Managing Director, Unilever, Ogilvy Singapore added, “Vaseline Originals marks a strategic shift in our approach to brand building, moving from merely validating community creations to actively crafting and developing ideas inspired by them. The commercial success has been clear: products have sold out within minutes, with demand rising with each launch. However, this campaign demonstrates that community-led innovation is not just relevant; it’s a significant growth driver. This is Vaseline’s path to staying relevant for future generations, and we plan to continue evolving.”

Link to campaign assets here.

Campaign Credits

Agencies: Ogilvy Singapore (Creative & PR), Edelman UK (PR), RADA (PR & Influencer), Acommerce (PR), PinPung (Influencer), Catch+Release (Research)

Production Houses: Double Y (Film), Chameleon (Post-Production), Pop & Strange (Post-Production), Neon Sound (Music)

Client: Unilever / Vaseline – Leandro Barreto, Chief Marketing Officer – Fernando Kahane, Global Brand Vice President, Vaseline

– Nathalia Amadeu, Global Brand Director, Vaseline – Stella Megalou, Global Project Lead, Vaseline – Rebecca Thomas, Global Senior Manager Brand Public Relations

– Shazan Zahir, Head of Beauty and Wellbeing Unilever International – Xingyun Tan, Assistant Brand Manager, Unilever International – Sarah Guia, Regional eCommerce Manager, Unilever International – Manali Deshmukh, Global R&D Lead, Vaseline, Unilever International – Manan Goel, Packaging Lead, Unilever International – Sabhya Gupta, SEA R&D Lead

Agency: Ogilvy Singapore

– Liz Taylor, Global Chief Creative Officer, Ogilvy – Reed Collins, Chief Creative Officer, Asia, Ogilvy – Nicolas Courant, Chief Creative Officer, Ogilvy Singapore – Marco Versolato, Chief Creative Officer, WPP@Unilever

– Maggie Michella, Associate Creative Director, Art, Ogilvy Singapore – Elder Caldeira, Associate Creative Director, Art, Ogilvy Singapore – Nusrah Nizam, Junior Art Director, Creative, Ogilvy Singapore – Sneha Sanil, Junior Copywriter, Ogilvy Singapore

– David Dahan, Global Client Lead, Unilever – Aanchal Sethi, Managing Director, Unilever – Nayna Kotian, Group Account Director, Ogilvy Singapore – Aurea Nonis, Account Manager, Ogilvy Singapore – Bok Jo-Ann, Project Manager, Ogilvy Singapore

– Sumegha Rao, Chief Strategy Officer, WPP@Unilever – Shivendra Dikshit, Senior Strategy Director, Ogilvy Singapore – Mellita Angga, Senior Strategist, Ogilvy Singapore

– James Baldwin, Head of Influencer, Asia – PR & Influence, Social, Ogilvy Singapore – Jesslyn Laiyenes, Manager, Influence, Ogilvy Singapore

– Gerri Hamill, Head of Production – Carolyn Ong, Senior Integrated Producer – Siti Saleh, Project Manager

Campaign Assets

Links to original hacks:

– Jen Chae’s blog post: Clean & Natural Eyebrows Tutorial

– Lauren Luke’s YouTube video: Vaseline Primer Hack

Join the discussion: #VaselineOriginals #VaselineVerified

Hashtag: #Ogilvy #Vaseline

The issuer is solely accountable for the content of this announcement.

About Vaseline

Vaseline is the original brand, a trusted household name for over 155 years, known for its healing benefits. As one of Unilever’s most beloved global brands, Vaseline continually adapts, engaging with its community and discovering new ways to support its advocates.

About Ogilvy

Since its establishment by David Ogilvy in 1948, Ogilvy has been shaping brand impact through iconic, culture-defining, value-generating ideas. It continues this legacy through Borderless Creativity – innovating at the intersections of advertising, public relations, relationship design, consulting, and health expertise. Specialists collaborate seamlessly across over 120 offices in 90 countries. Presently, Ogilvy holds the title of the #1 global agency network for creative excellence and effectiveness, as acknowledged by WARC, showcasing its capacity to deliver powerful creative solutions that yield remarkable results for clients and communities. Ogilvy is a WPP company (NYSE: WPP). For more information, visit Ogilvy.com, and follow us on LinkedIn, X, Instagram, and Facebook

Powered by WPeMatico

– Advertisement –