Vaseline Originals

Vaseline's uses have long been shaped by community hacks, with more than 3.5 million hack-related posts online, but the brand had only validated those ideas through Vaseline Verified. It had not made them into products, and the original creators went uncredited. Beauty techniques are increasingly set by everyday creators, yet the value of their ideas is usually absorbed by brands without credit or reward, while a legacy staple risks being taken for granted as creator-led brands move faster from trend to shelf.

Ogilvy Singapore's idea, for Unilever's Vaseline, was Vaseline Originals, a product line that turns verified viral hacks into real products and names the creators who originated them as Vaseline OGs, giving them credit and a share of the sales. Two launch products, the Brow Tamer Jelly from Jen Chae's 2008 blog hack and the All-In-One Primer & Highlighter Jelly from Lauren Luke's primer hack, debuted in a TikTok Live event on 30 March 2026 hosted by both creators, then dropped on TikTok Shop in Thailand, supported by trade PR and creator posts on Instagram. Both creators earned from the product sales.

The commercial signals were strong for a limited social-commerce drop: launch sales ran 466% higher than classic Vaseline Jelly, products sold at a peak of one every two seconds, and both the launch stock and a second release in April 2026 sold out within minutes. The work won six Cannes Lions in 2026, including a Gold in Social & Creator, alongside Silvers in PR and Creative B2B and Bronzes in Direct and Creative Commerce. Absolute unit volumes, revenue and total reach were not disclosed, and the launch was confined to a single market, so the full scale of the commercial impact cannot be independently assessed. The 3.5 million hack-related posts figure is pre-existing cultural context rather than a campaign result.