Now, this is a masterclass in modern beauty marketing.
Vaseline — yes, that Vaseline — just took home the Grand Prix at the Cannes Lions Festival. Not for reinventing petroleum jelly, but for reimagining how a heritage brand talks to a hyper-digital generation raised on TikTok hacks and DIY beauty.
The campaign, titled “Vaseline Verified”, was developed by Ogilvy Singapore and it did one brilliant thing: instead of ignoring or fearing the wild TikTok advice swirling around Vaseline, the brand met it head-on — with science, humor, and empathy.
You know the videos: • “Mix Vaseline with coffee grounds — best scrub ever!” • “Vaseline on your face is better than moisturizer!” • “Want longer lashes? Sleep with Vaseline on your eyelids!”
Some of these hacks are harmless. Some are weird-but-whatever. And others? Downright risky.
So what did Vaseline do?
They gathered the top viral hacks, took them into the lab, and actually tested them. Legit lab coats. Real skin analysis. Controlled experiments.
They looked at: • How Vaseline behaves when mixed with other substances
• Whether it can really grow eyelashes
• What happens to skin when you sleep in a thick coat of it
And instead of fearmongering, they published short, hilarious, but data-driven videos debunking the myths — without ever shaming creators or viewers.
The tone was everything:
Not preachy. Not corporate. Just smart, warm, and a little cheeky. Think “older sister with a dermatology degree and a great sense of humor.”
They even handed out a “Vaseline Verified” badge to beauty creators who shared scientifically sound tips — turning it into a social symbol of trust.
The result? • 63.3 million social engagements
• 87% positive sentiment
• 7.1 million organic views
• And a Cannes Grand Prix that no one saw coming
The campaign didn’t just go viral — it built trust. Without discounts. Without shame. And without shouting.
It’s a case study in how a brand can lean into the chaos of the internet, without losing its credibility. Instead of trying to be the authority, Vaseline became the cool, calm, curious guide.
What’s the product with so many wild “hacks” that it’s begging for a campaign like this?
Want more real beauty thinking like this?
At Open Beauty Hub, we go beyond product talk and into the heart of modern skin communication. Our community connects estheticians, marketers, brand founders, and scientists across the globe.
Join us for: • Weekly brand case studies and copy breakdowns
• Honest discussions about skin language and ethics
• Free toolkits to level up your messaging
• A global network of real, thinking professionals
👉 Join OpenBeautyHub.com – your community where skin meets science, and beauty meets honesty.