Vaseline Launched 'Vaseline World' Based on Social Media Content
Debra John — May 22, 2025 — Fashion
References: instagram & marketing-interactive
Vaseline has unveiled 'Vaseline World,' a global campaign that investigates popular beauty and skincare practices featuring its iconic petroleum jelly. Conceived by Ogilvy Singapore, with contributions from Ogilvy UK, Edelman, Mindshare, and VaynerMedia, the initiative draws from thousands of organic TikTok posts showcasing unconventional applications—from makeup primer to a spicy food barrier.
In response, the brand developed a series of lab-inspired videos led by brand scientist Siphiwo, who methodically tests viral beauty hacks to assess their effectiveness. Techniques that meet specific scientific criteria earn a 'Vaseline Verified' seal, transforming digital folklore into credible skincare guidance.
Launched in March, the campaign began with a collaboration featuring Canadian filmmaker Cole Walliser, who "revived a vintage Hollywood trick by applying Vaseline to his camera lens for a soft-focus effect." He also demonstrated its modern-day beauty uses, connecting timeless routines with today’s social media-driven experimentation.
Image Credit: Vaseline
In response, the brand developed a series of lab-inspired videos led by brand scientist Siphiwo, who methodically tests viral beauty hacks to assess their effectiveness. Techniques that meet specific scientific criteria earn a 'Vaseline Verified' seal, transforming digital folklore into credible skincare guidance.
Launched in March, the campaign began with a collaboration featuring Canadian filmmaker Cole Walliser, who "revived a vintage Hollywood trick by applying Vaseline to his camera lens for a soft-focus effect." He also demonstrated its modern-day beauty uses, connecting timeless routines with today’s social media-driven experimentation.
Image Credit: Vaseline
Trend Themes
1. Social-media-driven Beauty Hacks - Leveraging user-generated content from platforms like TikTok, companies can uncover innovative product applications and engage in interactive campaigns.
2. Lab-verified Beauty Solutions - Testing and validating viral beauty trends in laboratory settings can convert digital myths into trusted skincare recommendations.
3. Cross-generational Beauty Techniques - Integrating classic beauty methods with modern social media trends creates opportunities for brands to bridge different consumer demographics.
Industry Implications
1. Beauty and Skincare - The integration of viral social media trends into marketing strategies encourages dynamic consumer interaction and product adaptability.
2. Digital Marketing and Media - Employing collaborative campaigns with influencers and leveraging digital platforms allows for tailored and impactful storytelling.
3. Consumer Product Testing - Innovative lab techniques validate and certify beauty solutions shared online, enhancing product credibility and consumer trust.
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