Last year, Vaseline scooped the awards (including a Titanium Cannes Lion) with a campaign straight outta culture – in which R&D scientists lab-tested thousands of viral user-generated beauty and practical hacks, separating effective tips from dangerous myths, and validating over 450 hacks with a Vaseline Verified seal.

This year, Ogilvy Singapore and Vaseline have taken the idea and those user hacks (over 3.5 million Vaseline-related hack posts have been shared online) one step further. They have turned the hacks of beauty content creators, Jen Chae and Lauren Luke, into real Vaseline products. The Vaseline Brow Tamer and Vaseline All-In-One Primer & Highlighter Jelly have been released as the first Vaseline OGs. Both products sold out within minutes during their TikTok Live debut on 30 March 2026, featuring both content creators.

And that was 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,” stated Nathalia Amadeu, global brand director, Vaseline at Unilever.

Nicolas Courant, chief creative officer at Ogilvy Singapore, added, “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, commented, “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
Creative & PR Agency: Ogilvy Singapore 
PR Agency: Edelman UK
PR & Influencer Agency: RADA
PR Agency: Acommerce 
Influencer Agency: PinPung 
Research: Catch+Release
Production Company: Double Y 
Post-Production: Chameleon & Pop & Strange
Music: Neon Sound
Client: Unilever (Vaseline)