Vaseline Centers Creators in Its Innovation Strategy

Expanding upon the Cannes Lions Titanium-winning Vaseline Verified, Vaseline and Ogilvy Singapore introduce Vaseline Originals — an innovative product line that converts community hacks into tangible products, placing content creators at the forefront of innovation.

SINGAPORE – Media OutReach Newswire – 22 April 2026 – In an era where beauty trends are increasingly influenced by everyday creators, Vaseline is redefining its role from merely being a product maker to becoming a platform for its community. Instead of just endorsing trends, the brand is now transforming community ideas into real products and applauding the original voices that brought those concepts to life.

We proudly present Vaseline Originals (OGs), an unparalleled product line inspired by verified viral hacks and the voices behind them. Crafted by Ogilvy Singapore for Unilever’s Vaseline, this campaign reshapes the narrative around beauty product creation, transforming genuine community input into actual products.

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“For years, creators have been rethinking what Vaseline jelly can achieve, often without acknowledgment. This campaign aims to give credit where it’s deserved: recognizing, celebrating, and rewarding the innovators behind those ideas. More than just a campaign, it symbolizes how we aspire to collaborate with our community moving forward, rather than just for them,” stated Nathalia Amadeu, Global Brand Director, Vaseline at Unilever.

From Hack to Shelf: Introducing the Vaseline OGs

Central to the campaign are two content creators who were among the earliest voices sharing hacks that shaped the brand’s latest innovations.

In 2008, beauty creator Jen Chae (@frmheadtotoe) showcased a straightforward Vaseline brow tamer hack on her blog. Lauren Luke (@laurenluke_panacea81), one of YouTube’s original beauty creators, presented her Vaseline primer hack, making beauty techniques more accessible for everyday users.

Fast forward nearly two decades, and their concepts have inspired real Vaseline products. These include the Vaseline Brow Tamer, inspired by Jen Chae, and Vaseline All-In-One Primer & Highlighter Jelly, inspired by Lauren Luke. Beyond product innovation, the campaign acknowledges these creators as Vaseline OGs and highlights their contributions to the culture of global beauty.

Both products sold out within minutes during their TikTok Live launch on 30 March 2026, featuring both creators.

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From Vaseline Verified to Vaseline Originals

What began as individual beauty hacks has burgeoned into a global movement, with over 3.5 million Vaseline hack-related posts shared online. This underscores the brand’s lasting significance in daily routines and intergenerational conversations.

This campaign builds upon Vaseline Verified, the brand’s award-winning initiative that validated hacks shared by numerous users and garnered several Grand Prix awards, including the prestigious Titanium Lion at Cannes Lions. While Vaseline Verified showcased effective ideas, Vaseline Originals shines a light on the innovators behind the most popular hacks.

And this is just the beginning. The quest for content creators behind other viral Vaseline hacks continues. More individuals will soon be recognized and certified as Vaseline OGs, integrating more community voices into the brand’s future.

Nicolas Courant, Chief Creative Officer at Ogilvy Singapore, remarked, “We initiated with a straightforward creative question: what if the best ideas were never found in boardrooms, but instead originating from people’s bedrooms and daily lives? We traced how Vaseline was integrated into culture back to its roots and uncovered the OG creators who shaped these hacks long before they became widely recognized. Vaseline Originals shifts from ownership to stewardship, honoring our OG content creators by sharing our success with them.”

Aanchal Sethi, Asia Managing Director, Unilever, Ogilvy Singapore added, “Vaseline Originals signifies a deliberate strategic pivot in our approach to building this brand, transitioning from validating community creations to actively shaping and developing ideas influenced by them. The commercial signals have been unmistakable: products selling out in minutes, with demand swelling with every release. But what this campaign confirms transcends a single launch. It illustrates that community-led innovation is not only culturally relevant; it’s a thriving growth engine. This is Vaseline’s pathway to remain relevant for the next generation, and how we plan to continue our evolution.”

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

Follow the conversation: #VaselineOriginals #VaselineVerified

Hashtag: #Ogilvy #Vaseline

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

About Vaseline

Vaseline is the OG, a trusted household name for over 155 years, revered for its healing properties. As one of Unilever’s most iconic global brands, Vaseline continuously evolves, engaging with its community and uncovering new ways to support those who have championed it.

About Ogilvy

Ogilvy has been shaping brand impact through iconic, culture-altering, value-generating ideas since its founding by David Ogilvy in 1948. It builds on that legacy through Borderless Creativity – innovating at the crossroads of its advertising, public relations, relationship design, consulting, and health expertise, with specialists collaborating effortlessly across more than 120 offices in 90 countries. Currently, Ogilvy ranks as the #1 global agency network for creative excellence and effectiveness, as recognized by WARC, underscoring its capability to deliver powerful creative solutions that yield extraordinary results for clients and communities. Ogilvy is a WPP company (NYSE: WPP). For further information, visit Ogilvy.com, and follow us on LinkedIn, X, Instagram, and Facebook

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