Constructing on the Cannes Lions Titanium-winning Vaseline Verified, Vaseline and Ogilvy Singapore launch Vaseline Originals — a first-of-its-kind product line that transforms group hacks into merchandise, placing content material creators on the centre of innovation.
SINGAPORE – Media OutReach Newswire – 22 April 2026 – In a world the place magnificence developments are more and more formed by on a regular basis creators, Vaseline is redefining its function from product maker to platform for its group. Reasonably than merely validating developments, the model is now taking the subsequent step by turning concepts from the group into actual merchandise and recognising the unique voices who introduced them to life.
Introducing Vaseline Originals (OGs), a first-of-its-kind product line impressed by verified viral hacks and the voices behind them. Developed by Ogilvy Singapore for Unilever’s Vaseline, the marketing campaign flips the script on how magnificence merchandise are made, turning actual group concepts into precise merchandise.
“For years, creators have been reimagining what Vaseline jelly can do, typically with out recognition. This marketing campaign is about giving credit score the place it’s due: acknowledging, celebrating and rewarding the individuals behind these concepts. Greater than a marketing campaign, it indicators how we need to construct going ahead with our group, not only for them,” stated Nathalia Amadeu, International Model Director, Vaseline at Unilever.
From Hack to Shelf: Meet the Vaseline OGs
On the coronary heart of the marketing campaign are two content material creators who have been among the many early voices sharing hacks that helped form the model’s latest improvements.
In 2008, magnificence creator Jen Chae (@frmheadtotoe) shared a easy Vaseline forehead tamer hack on her weblog. Lauren Luke (@laurenluke_panacea81), one in every of YouTube’s earliest magnificence creators, launched her Vaseline primer hack, making magnificence methods extra accessible to on a regular basis customers.
Immediately, nearly 20 years later, their concepts have impressed precise Vaseline merchandise. These embrace the Vaseline Forehead Tamer, impressed by Jen Chae, and Vaseline All-In-One Primer & Highlighter Jelly, impressed by Lauren Luke. Past product innovation, the marketing campaign recognises these content material creators as Vaseline OGs and acknowledges their function in shaping concepts which have since change into a part of international magnificence tradition.
Each merchandise offered out inside minutes throughout their TikTok Stay debut on 30 March 2026, that includes each content material creators.
From Vaseline Verified to Vaseline Originals
What started as particular person magnificence hacks has grown into a worldwide motion, with extra 3.5 million Vaseline hack-related posts shared on-line. This can be a testomony to the model’s enduring function in on a regular basis routines and conversations throughout generations.
The marketing campaign builds on Vaseline Verified, the model’s award-winning effort that validated hacks shared by hundreds and earned a number of Grand Prix awards, together with the coveted Titanium Lion at Cannes Lions. The place Vaseline Verified proved what works, Vaseline Originals shines a highlight on the individuals behind a few of the hottest hacks.
And that is only the start. The seek for content material creators behind different viral Vaseline hacks is ongoing. Extra people are set to be recognised and licensed as Vaseline OGs, bringing extra of the group into the model’s future.
Nicolas Courant, Chief Artistic Officer at Ogilvy Singapore, stated, “We began with a easy inventive provocation: what if one of the best concepts have been by no means within the boardroom, however already in individuals’s bedrooms and on a regular basis routines? We traced how Vaseline was being utilized in tradition again to its origins and located the OG creators who had been shaping these hacks lengthy earlier than they grew to become mainstream. Vaseline Originals is a transfer from possession to stewardship, honouring our OG content material creators by sharing our success with them.”
Aanchal Sethi, Asia Managing Director Unilever, Ogilvy Singapore stated “Vaseline Originals represents a deliberate strategic shift in how we construct this model, transferring from validating what the group creates to actively shaping and growing concepts impressed by them. The business indicators have been unambiguous: merchandise promoting out in minutes, demand scaling with each drop. However what this marketing campaign confirms goes past a single launch. It reveals that community-led innovation isn’t simply culturally resonant. It’s a progress engine. That is how Vaseline stays related for the subsequent technology, and the way we intend to maintain constructing.”
Hyperlink to marketing campaign belongings right here.
| Marketing campaign Credit |
| Companies: Ogilvy Singapore (Artistic & PR), Edelman UK (PR), RADA (PR & Influencer), Acommerce (PR), PinPung (Influencer), Catch+Launch (Analysis) |
| Manufacturing Homes: Double Y (Movie), Chameleon (Publish-Manufacturing), Pop & Unusual (Publish-Manufacturing), Neon Sound (Music) |
| Consumer: Unilever / Vaseline – Leandro Barreto, Chief Advertising and marketing Officer – Fernando Kahane, International Model Vice President, Vaseline |
| – Nathalia Amadeu, International Model Director, Vaseline – Stella Megalou, International Challenge Lead, Vaseline – Rebecca Thomas, International Senior Supervisor Model Public Relations |
| – Shazan Zahir, Head of Magnificence and Wellbeing Unilever Worldwide – Xingyun Tan, Assistant Model Supervisor, Unilever Worldwide – Sarah Guia, Regional eCommerce Supervisor, Unilever Worldwide – Manali Deshmukh, International R&D Lead, Vaseline, Unilever Worldwide – Manan Goel, Packaging Lead, Unilever Worldwide – Sabhya Gupta, SEA R&D Lead |
| Company: Ogilvy Singapore |
| – Liz Taylor, International Chief Artistic Officer, Ogilvy – Reed Collins, Chief Artistic Officer, Asia, Ogilvy – Nicolas Courant, Chief Artistic Officer, Ogilvy Singapore – Marco Versolato, Chief Artistic Officer, WPP@Unilever |
| – Maggie Michella, Affiliate Artistic Director, Artwork, Ogilvy Singapore – Elder Caldeira, Affiliate Artistic Director, Artwork, Ogilvy Singapore – Nusrah Nizam, Junior Artwork Director, Artistic, Ogilvy Singapore – Sneha Sanil, Junior Copywriter, Ogilvy Singapore |
| – David Dahan, International Consumer Lead, Unilever – Aanchal Sethi, Managing Director, Unilever – Nayna Kotian, Group Account Director, Ogilvy Singapore – Aurea Nonis, Account Supervisor, Ogilvy Singapore – Bok Jo-Ann, Challenge Supervisor, Ogilvy Singapore |
| – Sumegha Rao, Chief Technique Officer, WPP@Unilever – Shivendra Dikshit, Senior Technique Director, Ogilvy Singapore – Mellita Angga, Senior Strategist, Ogilvy Singapore |
| – James Baldwin, Head of Influencer, Asia – PR & Affect, Social, Ogilvy Singapore – Jesslyn Laiyenes, Supervisor, Affect, Ogilvy Singapore |
| – Gerri Hamill, Head of Manufacturing – Carolyn Ong, Senior Built-in Producer – Siti Saleh, Challenge Supervisor |
| Marketing campaign Belongings |
| Hyperlinks to unique hacks: |
| – Jen Chae’s weblog publish: Clear & Pure Eyebrows Tutorial |
| – Lauren Luke’s YouTube video: Vaseline Primer Hack |
| Comply with the dialog: #VaselineOriginals #VaselineVerified |
Hashtag: #Ogilvy #Vaseline
The issuer is solely accountable for the content material of this announcement.
About Vaseline
Vaseline is the OG, a family staple for over 155 years, trusted by generations for its therapeutic properties. As one in every of Unilever’s most iconic international manufacturers, Vaseline continues to evolve, listening to its group and discovering new methods to indicate up for the individuals who have championed it most.
About Ogilvy
Ogilvy has been creating influence for manufacturers by way of iconic, culture-changing, value-driving concepts for the reason that firm was based by David Ogilvy in 1948. It builds on that wealthy legacy by way of Borderless Creativity – innovating on the intersections of its promoting, public relations, relationship design, consulting, and well being capabilities with specialists collaborating seamlessly throughout greater than 120 places of work spanning 90 nations. Ogilvy at present 
ranks because the #1 international company community for inventive excellence and effectiveness by WARC, signifying its means to ship inventive options that drive unreasonable influence for purchasers and communities. Ogilvy is a WPP firm (NYSE: WPP). For extra info, go to Ogilvy.com, and comply with us on LinkedIn, X, Instagram, and Fb
