Leo Singapore enlists a real Nigerian Prince to tackle counterfeit Vaseline in Nigeria

Vaseline has launched a new campaign in Nigeria aimed at combating the rise of counterfeit skincare products, introducing a WhatsApp-based authentication tool developed by Leo Singapore.

With the global trade in fake goods estimated at USD 467 billion, Nigeria’s skincare market has been increasingly impacted, exposing consumers to unregulated and potentially harmful products.

While Unilever continues to work with local authorities, enforcement measures often fail to reach consumers quickly enough. This initiative is designed to put the power of verification directly into shoppers’ hands.

At the centre of the campaign is the Vaseline Authenticator, a free tool that allows users to confirm the authenticity of Vaseline Body Oils in seconds via WhatsApp. By scanning a QR code or clicking a campaign link, consumers are directed to a chat where they interact with the “Prince’s assistant,” who requests images of the product’s front and back before providing instant verification. The tool initially focuses on Vaseline Body Oils, currently the most counterfeited product in the range.

To bring the idea to life, the campaign leans into the long-running “Nigerian Prince” scam trope, flipping it on its head by featuring Prince Chris Okagbue of the Onitsha Kingdom. In a social film launching in March, Okagbue acknowledges the stereotype before positioning himself as “the real thing,” drawing a parallel between fake princes and counterfeit products. The film culminates in the launch of the authentication tool and the campaign line: “Don’t let fakes get under your skin.”

“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,” says Asheen Naidu, Group Executive Creative Director at Leo Singapore.

“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,” says Shazan Zahir, Head of Beauty & Wellbeing, Unilever International.

“This initiative is our way of fighting back, not just as a brand, but alongside the consumers and retailers who are affected most. We want every Vaseline product picked up in Lagos, Abuja or anywhere in Nigeria to be the real thing,” says Anirban Mullick – Head of Sales Africa, Unilever International.

The campaign is rolling out across social media, supported by OOH placements featuring QR codes in key areas including Lekki and Surulere, as well as across retail environments—from major chains like Market Square and SPAR to neighbourhood stores and pharmacy groups such as Justrite and H-Medix.

View on Instagram.

Brand: Vaseline
Shazan Zahir – Head of Beauty & Wellbeing, Unilever International
Anirban Mullick – Head of Sales Africa, Unilever International
Ibidare Adegunle – Business Development Manager, Unilever International – Nigeria
Xingyun Tan – Assistant Brand Manager, Unilever International
Janson Tan – Marketing, Unilever International
Creative Agency: Leo Singapore
Chief Creative Officer: Ajay Vikram
Group Executive Creative Director: Asheen Naidu
Creative Technologist: Sergey Mast
Creative Director: Boston Ho, Eugene Yow
Head of Integrated Creative & Production Services: Bettina Feng
Senior Integrated Producer: Isabelle Lee
Client Partner: Melissa Tee
Group Planning Director: Valerie Wang
Lead PR Partner: MSL Singapore, Alicia Thong – General Manager

Supporting PR Partner (Intl): Persuasion Communications
Supporting PR PR Partner (Nigeria): Quadrant MSL
Media Partner: All Seasons Zenith
Supporting Agency: Publicis West Africa

Production Company: Ama Psalmist Visuals, Prodigious
Production House: AMA PSALMIST VISUALS
Head of Production/Producer: Michael ‘AMA Psalmist’ Akinrogunde
Co-Producer: Abraham Christiana
Director: Ibidunni Oladayo
Photographer: Ryan Alabi
Director of Photography: Granville Wilson
Production Designer: Chris Udomi
Assistant Director: Fasunhan Oluwatosin
Post Production: Amos Tan, Jackson Toh, Prodigious
Colourist: Kyle Stroebel
Audio Post: FVSE