With more than 3.5 million Vaseline hack-related posts shared globally, the brand saw an opportunity to celebrate the people who inspired some of its most influential innovations.
For years, beauty creators have been inventing new uses for Vaseline, sharing hacks that have spread across blogs, YouTube, TikTok, and social media. While these ideas helped shape beauty culture and generated millions of conversations online, the creators behind them rarely received recognition.
Building on the success of “Vaseline Verified”, which validated community-created hacks, Vaseline took the next step with “Vaseline Originals”. Instead of simply endorsing viral beauty trends, the brand transformed creator-led hacks into official products and gave credit to the original creators who pioneered them. The initiative shifted Vaseline’s role from trend validator to co-creator, placing community innovation at the center of product development.
Developed by Ogilvy Singapore for Unilever, the campaign launched with two products inspired by some of the earliest viral Vaseline beauty hacks. The “Vaseline Brow Tamer” was inspired by beauty creator Jen Chae’s brow styling hack, while the “Vaseline All-In-One Primer & Highlighter Jelly” was inspired by Lauren Luke’s makeup primer technique. Both creators were officially recognized as Vaseline OGs and featured in the launch campaign. The products debuted through a TikTok Live event, connecting the creators directly with the community that helped popularize their ideas and turning years of organic innovation into commercially available products.
The launch demonstrated the commercial and cultural power of community-led innovation. Both products sold out within minutes during their TikTok Live debut, validating consumer demand for creator-inspired products. More importantly, “Vaseline Originals” established a new model for brand building—one that rewards participation, shares recognition, and transforms consumers from audience members into collaborators. The initiative strengthened Vaseline’s relevance with a new generation of beauty enthusiasts while extending the success of the award-winning “Vaseline Verified” platform.
AWARDS
Cannes Lions 2026
CREDITS
Brand: Vaseline (Unilever).
Chief Marketing Officer, Unilever: Leandro Barreto.
Global Brand VP, Vaseline: Fernando Kahane.
Global Brand Director, Vaseline: Nathalia Amadeu.
Global Project Lead, Vaseline: Stella Megalou.
Global Senior Manager, Brand Public Relations: Rebecca Thomas.
Head of Beauty and Wellbeing, Unilever International: Shazan Zahir.
Assistant Brand Manager, Unilever International: Xingyun Tan.
Regional dCommerce Manager, Unilever International: Sarah Guia.
Global R&D Lead, Vaseline, Unilever International: Manali Deshmukh.
Packaging Lead, Unilever International: Manan Goel.
Creative Agency: Ogilvy Singapore (WPP).
Global Chief Creative Officer: Liz Taylor.
Chief Creative Officer, Asia: Reed Collins.
Chief Creative Officer, Ogilvy Singapore: Nicolas Courant.
Chief Creative Officer, WPP@Unilever: Marco Versolato.
Associate Creative Director, Art: Maggie Michella.
Associate Creative Director, Art: Elder Caldeira.
Junior Art Director, Creative: Nusrah Nizam.
Junior Copywriter: Sneha Sanil.
Creative Operations Director: Joanne Leong.
Global Client Lead, Unilever: David Dahan.
Asia Managing Director, Unilever: Aanchal Sethi.
Group Account Director: Nayna Kotian.
Account Manager: Aurea Nonis.
Project Manager: Bok Jo-Ann.
Chief Strategy Officer, WPP@Unilever: Sumegha Rao.
Senior Strategy Director: Shivendra Dikshit.
Senior Strategist: Mellita Angga.
Head of Influencer, Asia – PR & Influence, Social: James Baldwin.
Manager, Influence: Jesslyn Laiyenes.
Head of Production: Gerri Hamill.
Senior Integrated Producer: Carolyn Ong.
Project Manager: Siti Saleh.
Creative Editor: Shin Ooi.
Creative Editor: Martin Altanie.
PR Agencies: Ogilvy Singapore, RADA, Acommerce.
Influencer Agency: PinPung, RADA.
Research Agency: Catch + Release.
Film Production House: Double Y.
Post Production Houses: Chameleon, Pop & Strange.
Music: Neon Sound.
Featured Vaseline OG Creators: Jen Chae (@frmheadtotoe) and Lauren Luke (@laurenluke_panacea81).
Featured Products: Vaseline Brow Tamer and Vaseline All-In-One Primer & Highlighter Jelly.
