Vaseline puts viral beauty hacks to the test in playful new campaign

Vaseline is leaning into its viral fame with a new campaign that tests the internet’s favourite beauty and skincare “hacks” involving its iconic petroleum jelly.

The campaign titled “Vaseline world”, developed by Ogilvy Singapore, with support from Ogilvy UK, Edelman, Mindshare and VaynerMedia, is inspired by a wave of user-generated content on platforms such as TikTok, Vaseline said in a statement.

According to the brand, over 6,000 organic posts have showcased unconventional uses of Vaseline Jelly, from makeup primer to spicy snack buffer. In response, Vaseline has decided to put those hacks under the microscope, literally.

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Anchoring the campaign is a series of playful lab-style videos featuring brand scientist Siphiwo, who puts community-driven beauty tips through scientific scrutiny. Only those that pass will be awarded a “Vaseline verified” seal, turning online DIY into dermatologist-approved advice.

The brand kicked off the initiative in March with a collaboration featuring Canadian director and content creator Cole Walliser. Drawing from a classic Hollywood trick, Walliser applied Vaseline to his camera lens for a soft-focus glam effect, while also demonstrating how he uses the jelly as a makeup primer and brow gel, a nod to old-school red carpet routines.

In the UK, Vaseline teamed up with Doritos Extra Flamin' Hot to promote a cheeky hack by using the jelly as a protective lip barrier before eating spicy snacks, a tip the brand has now verified. As part of the partnership, Vaseline samples were handed out through in-store promotions to Doritos fans.

"We are consistently inspired by the ingenuity of our community, across global social media platforms. From achieving radiant, red-carpet-worthy looks to discovering performance-improving sports hacks and day-to-day quick-fixes like a stuck ring, our users are demonstrating how Vaseline Jelly indeed lives up to its iconic nickname of the ‘Wonder jelly’, as a versatile product with endless possibilities,” said Purnima Lamba, global brand vice president of Vaseline.

She added, “Through ‘Vaseline world’ initiative, we want to engage with communities and celebrate the role Vaseline Jelly plays in everyday lives and as an integral part of culture. We hope to empower communities to come forward to share refreshing ways of using Vaseline Jelly and validate them from a brand efficacy standpoint so that more people can start using Vaseline Jelly in verified ways they never thought possible.”

In tandem, Nathalia Amadeu, global brand director of Vaseline said, “Take a peek inside any cabinet and you are sure to find a jar of Vaseline Jelly. Vaseline is loved for its skincare properties and beyond."

"From tattoo artists and photographers to beauticians, athletes, parents and many more. We are excited to recognise and share these stories rooted in everyday culture and lifestyle across the many worlds that Vaseline touches," added Amadeu.

The campaign will continue to roll out in the coming months with new creator partnerships and content drops aimed at showcasing the versatility of the 150-year-old product in a culturally relevant and entertaining way.

"Vaseline world" follows the brand's collaboration with HBO hit show The White Lotus in its campaign unveiled in February this year. In a statement on LinkedIn at the time, Louis Piereck, senior global brand director of Vaseline at Unilever and head of comms excellence for Vaseline, said that the partnership with The White Lotus is the "biggest ever." 

"With season 3 set in Thailand, the home of Vaseline Gluta Hya, this collaboration is even more exciting. Together, Vaseline and The White Lotus will blend premium skincare with pop culture to inspire people to wear sunscreen every day," said Piereck. 

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