Vaseline goes from verifying hacks to making them with Originals launch via Ogilvy Singapore

Vaseline has taken its community-led approach a step further with the launch of Vaseline Originals (OGs), a new product line developed with Ogilvy Singapore that transforms viral social media hacks into real, commercially available products.

Building on the success of its Cannes Lions Titanium-winning Vaseline Verified platform, the brand is now shifting from validating creator-led ideas to actively producing them—putting content creators at the centre of innovation.

The first releases in the range are inspired by early beauty creators whose hacks helped shape how the product is used today. At the heart of the campaign are two content creators who were among the early voices sharing hacks that helped shape the brand’s newest innovations.

In 2008, beauty creator Jen Chae (@frmheadtotoe) shared a simple Vaseline brow tamer hack on her blog. Lauren Luke (@laurenluke_panacea81), one of YouTube’s earliest beauty creators, introduced her Vaseline primer hack, making beauty techniques more accessible to everyday users.

Today, almost two decades later, their ideas have inspired actual Vaseline products. These include the Vaseline Brow Tamer, inspired by Jen Chae, and Vaseline All-In-One Primer & Highlighter Jelly, inspired by Lauren Luke. Beyond product innovation, the campaign recognises these content creators as Vaseline OGs and acknowledges their role in shaping ideas that have since become part of global beauty culture.

Both products sold out within minutes during their TikTok Live debut on 30 March 2026, featuring both content creators.

What began as individual beauty hacks has grown into a global movement, with more 3.5 million Vaseline hack-related posts shared online. This is a testament to the brand’s enduring role in everyday routines and conversations across generations.

The campaign builds on Vaseline Verified, the brand’s award-winning effort that validated hacks shared by thousands and earned multiple Grand Prix awards, including the coveted Titanium Lion at Cannes Lions. Where Vaseline Verified proved what works, Vaseline Originals shines a spotlight on the people behind some of the most popular hacks.

And this is just the beginning. The search for content creators behind other viral Vaseline hacks is ongoing. More individuals are set to be recognised and certified as Vaseline OGs, bringing more of the community into the brand’s future.

“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,” said Nathalia Amadeu, Global Brand Director, Vaseline at Unilever.

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. Vaseline Originals is a move from ownership to stewardship, honouring our OG content creators by sharing our success with them.”

Aanchal Sethi, Asia Managing Director Unilever, 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. 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.”

Credits
Agencies: Ogilvy Singapore (Creative & PR), Edelman UK (PR), RADA (PR & Influencer), Acommerce (PR), PinPung (Influencer), Catch+Release (Research)
Production Houses: Double Y (Film), Chameleon (Post-Production), Pop & Strange (Post- Production), Neon Sound (Music)
Client: Unilever / Vaseline
Leandro Barreto, Chief Marketing Officer
Fernando Kahane, Global Brand Vice President, Vaseline
Nathalia Amadeu, Global Brand Director, Vaseline
Stella Megalou, Global Project Lead, Vaseline
Rebecca Thomas, Global Senior Manager Brand Public Relations
Shazan Zahir, Head of Beauty and Wellbeing Unilever International
Xingyun Tan, Assistant Brand Manager, Unilever International
Sarah Guia, Regional eCommerce Manager, Unilever International
Manali Deshmukh, Global R&D Lead, Vaseline, Unilever International
Manan Goel, Packaging Lead, Unilever International
Sabhya Gupta, SEA R&D Lead Agency: Ogilvy Singapore
Liz Taylor, Global Chief Creative Officer, Ogilvy
Reed Collins, Chief Creative Officer, Asia, Ogilvy
Nicolas Courant, Chief Creative Officer, Ogilvy Singapore
Marco Versolato, Chief Creative Officer, WPP@Unilever
Maggie Michella, Associate Creative Director, Art, Ogilvy Singapore
Elder Caldeira, Associate Creative Director, Art, Ogilvy Singapore
Nusrah Nizam, Junior Art Director, Creative, Ogilvy Singapore
Sneha Sanil, Junior Copywriter, Ogilvy Singapore
David Dahan, Global Client Lead, Unilever
Aanchal Sethi, Managing Director, Unilever
Nayna Kotian, Group Account Director, Ogilvy Singapore
Aurea Nonis, Account Manager, Ogilvy Singapore
Bok Jo-Ann, Project Manager, Ogilvy Singapore
Sumegha Rao, Chief Strategy Officer, WPP@Unilever
Shivendra Dikshit, Senior Strategy Director, Ogilvy Singapore
Mellita Angga, Senior Strategist, Ogilvy Singapore
James Baldwin, Head of Influencer, Asia – PR & Influence, Social, Ogilvy Singapore
Jesslyn Laiyenes, Manager, Influence, Ogilvy Singapore
Gerri Hamill, Head of Production
Carolyn Ong, Senior Integrated Producer – Siti Saleh, Project Manager