Vaseline is leveraging its viral popularity to launch a new campaign that tests some of the most popular beauty and skincare “hacks” circulating online, all featuring its iconic Vaseline Jelly.
The campaign, titled “Vaseline World,” was initiated by Ogilvy Singapore and supported by Ogilvy UK, Edelman, Dentsu Media, and VaynerMedia. It draws inspiration from a wave of user-generated content trending on platforms like TikTok.
According to the brand, over 6,000 organic posts have showcased unconventional uses of Vaseline Jelly, ranging from a primer substitute to a buffer for spicy snacks. Vaseline decided to rigorously review these hacks for efficacy and safety.
The highlight of the campaign is a series of entertaining, lab-style videos featuring brand scientist Siphiwo, who puts community-sourced beauty tips to the test. Only those that pass the scientific evaluation earn the official “Vaseline Certified” seal, transforming online DIY tips into dermatologist-endorsed skincare advice.
The initiative began in March with Canadian director and content creator Cole Walliser, who brought a Hollywood touch by demonstrating classic beauty tricks such as applying Vaseline on camera lenses for a soft-focus effect and using it as a primer and brow gel—a nod to old-school red carpet glamour.
In the UK, Vaseline partnered with Doritos Extra Flamin’ Hot chips to introduce a clever hack: applying Vaseline on lips before eating spicy snacks to protect them. This tip has been officially verified by the brand, which also distributed samples in stores as part of the promotion.
“We are continually inspired by the creativity of our global social media community,” said Purnima Lamba, Global Brand Vice President of Vaseline. “From achieving radiant, red-carpet-ready looks to discovering sports performance hacks and everyday quick fixes, users demonstrate how Vaseline Jelly truly lives up to its nickname as the ‘Wonder Jelly’—a versatile product with endless possibilities.”
She added, “Through the ‘Vaseline World’ initiative, we aim to engage communities, celebrate Vaseline Jelly’s role in daily life and culture, and empower people to share and validate new, effective ways to use Vaseline Jelly.”
Nathalia Amadeu, Global Brand Director of Vaseline, noted, “Look inside any cabinet and you’re likely to find a jar of Vaseline Jelly. It’s beloved not just for skincare but also by tattoo artists, photographers, beauticians, athletes, parents, and many others. We’re excited to highlight these diverse stories rooted in everyday life.”
The campaign will continue to expand in the coming months with new creator collaborations and content aimed at showcasing the versatility of this 150-year-old product in culturally relevant and entertaining ways.
“Vaseline World” follows the brand’s recent collaboration with the HBO hit show The White Lotus, launched earlier this year. Louis Piereck, Senior Global Brand Director of Vaseline at Unilever, described the partnership as the brand’s “biggest ever.” With Season 3 set in Thailand, home to Vaseline Gluta Hya, the collaboration blends premium skincare with pop culture to inspire daily sunscreen use.
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