Singapore – Vaseline is putting content creators on the product label, launching a new line that turns viral social media hacks into commercial offerings as beauty brands chase relevance in the creator economy.
Developed with Ogilvy Singapore for Unilever, the “Vaseline Originals” range reframes the brand from product manufacturer to collaborator—drawing directly from ideas first shared by its online community.
The rollout puts two early creators front and centre. Jen Chae, known online as @frmheadtotoe, whose brow-taming hack dates back to the blogging era, and Lauren Luke, an early YouTube figure behind a Vaseline-based primer technique, have both inspired products now on shelves.
Their ideas have been translated into the Vaseline Brow Tamer and the Vaseline All-In-One Primer & Highlighter Jelly, respectively—each explicitly crediting the originators as part of the launch.
Nathalia Amadeu, Global Brand Director for Vaseline at Unilever, said, “For years, creators have been reimagining what Vaseline jelly can do, often without recognition. This campaign is about giving credit where it’s due: acknowledging, celebrating and rewarding the people behind those ideas. More than a campaign, it signals how we want to build going forward with our community, not just for them.”
Nicolas Courant, Chief Creative Officer at Ogilvy Singapore, said, “We started with a simple creative provocation: what if the best ideas were never in the boardroom, but already in people’s bedrooms and everyday routines? We traced how Vaseline was being used in culture back to its origins and found the OG creators who had been shaping these hacks long before they became mainstream.”
Courant added, “Vaseline Originals is a move from ownership to stewardship, honouring our OG content creators by sharing our success with them.”
The numbers point to a wider shift. More than 3.5 million posts tied to Vaseline-related hacks now circulate online, reflecting the brand’s unusual status as both staple and canvas for experimentation.
Aanchal Sethi, Asia Managing Director for Unilever at Ogilvy Singapore, said, “Vaseline Originals represents a deliberate strategic shift in how we build this brand, moving from validating what the community creates to actively shaping and developing ideas inspired by them. The commercial signals have been unambiguous: products selling out in minutes, demand scaling with every drop.”
Sethi further underscored, “But what this campaign confirms goes beyond a single launch. It shows that community-led innovation isn’t just culturally resonant. It’s a growth engine. This is how Vaseline stays relevant for the next generation, and how we intend to keep building.”
More creator-inspired products are expected to follow, as the brand continues its search for the original voices behind widely shared hacks—turning what was once user-generated content into a pipeline for product development.
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