Why Vaseline is teaming up with a real Nigerian prince

Vaseline has launched a new anti-counterfeit campaign in Nigeria fronted by a real Nigerian prince, as it rolls out a WhatsApp-based authentication tool to help consumers verify Vaseline Body Oils in seconds.

The campaign, created by Leo Singapore of Publicis Groupe for Unilever International, aims to combat the widespread problem of fake skincare products in the market.

At the heart of the campaign is the “Vaseline authenticator”, a free tool hosted on WhatsApp that enables users to check if their Vaseline body oil is genuine. Consumers can scan a QR code or click a WhatsApp link found across campaign materials, OOH placements and in-store touchpoints to start a chat with the “Prince’s assistant”. They are then prompted to submit photos of the front and back of their bottle and receive an instant response confirming whether the product is real or counterfeit.

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The tool has been built specifically for Vaseline body oils, currently the most vulnerable Vaseline product range to counterfeiting in Nigeria’s skincare market, where fake goods can contain unregulated and potentially harmful ingredients.

To launch the initiative, Vaseline has enlisted Prince Chris Okagbue of the Onitsha Kingdom, using his status to flip the long-running “Nigerian prince” email scam trope on its head.

In the hero social media film, Okagbue acknowledges the infamous scam stereotype before stressing that he is “the real thing”. He goes on to show how convincing counterfeits can be, picking up a bottle of Vaseline that appears legitimate before tossing it in the bin, revealing it to be fake.

He then introduces the new authentication solution and delivers the campaign line: “Don’t let fakes get under your skin”, tying together the brand’s skincare positioning with its anti-counterfeit message and focus on restoring consumer trust.

While Unilever already collaborates with local authorities on enforcement against fake products, the brand said these efforts often do not reach consumers quickly enough. The "Vaseline authenticator" is positioned as a direct-to-consumer layer of protection, offering shoppers greater peace of mind at point of purchase and at home.

Media for the campaign includes OOH buys in high-traffic and youth-centric areas of Lagos. QR code-led executions will run in Lekki for broad awareness and in Surulere to tap into its strong youth presence. The campaign will also extend into retail across Nigeria, spanning modern trade hubs such as Market Square and SPAR, neighbourhood superstores such as Justrite, and pharmacy chains including H-Medix.

“Counterfeit products are a growing concern for Nigerian consumers, particularly when it comes to products people trust for their skin. This initiative is about making authenticity simple to check, using a tool they already have in their pocket,” said Shazan Zahir, head of beauty and wellbeing, Unilever International.

Anirban Mullick, head of sales Africa at Unilever International, said the initiative is designed to push back against counterfeiters in partnership with the consumers and retailers most affected, with the goal that every Vaseline product purchased in Lagos, Abuja or anywhere else in Nigeria is authentic.

In tandem, Asheen Naidu, group executive creative director at Leo Singapore said, "This brief started as a counterfeit problem but turned out to be one of the most compelling campaigns we've ever made. A real Nigerian Prince fighting fakes - we felt that would be quite a surprising solution to a real business problem." 

The latest work continues Vaseline’s broader push to build brand relevance by tapping into real consumer behaviours and concerns, from safety and authenticity to everyday beauty routines. In May last year, Vaseline leaned into its viral fame with a global campaign that tested 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, was inspired by a wave of user-generated content on platforms such as TikTok. According to the brand, over 6,000 organic posts showcased unconventional uses of Vaseline Jelly, from makeup primer to spicy snack buffer. In response, Vaseline decided to put those hacks under the microscope, literally.

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