Vaseline - Transition Body Lotion
Vaseline (Unilever) aimed to reinforce its 'healthy skin for all' mission and deepen its connection with diverse communities in Thailand. The brand sought to demonstrate tangible support for the transgender community, addressing their unique needs and boosting brand perception and purchase intent.
Creative Idea
Vaseline created a specific body lotion for transgender women's unique skin needs.
Vaseline created the 'Transition Body Lotion,' the first clinically validated skincare product specifically for transgender women, addressing unique skin dryness challenges during hormonal transition, demonstrating genuine inclusivity and achieving significant market impact in Thailand.
The Product Idea That Ignored The Brief
From Communication To Clinical Innovation
When Ogilvy Singapore received a standard brand brief for "Healthy Skin for All," they chose to ignore it. Instead of a traditional commercial, they proposed a new product to address a massive market gap: 98% of Thai transgender women felt their skincare needs were ignored. This led to a two-year R&D period involving dermatologists and gender-affirmation specialists to develop a formula with Isoflavones and Niacinamide specifically for skin undergoing hormonal transition.
A Butterfly In Bloom
The visual identity was a collaboration with renowned Thai transgender artist Phannapast Taychamaythakool, who created the "Butterfly in Bloom" motif. This holographic symbol was designed to be both premium and a subtle signal of solidarity. Directed by Suthon Petchsuwan of Mum Films, the campaign launched on March 31, 2024, to coincide with International Transgender Day of Visibility.
725 Percent Above The Benchmark
The commercial impact was immediate and unprecedented. The product sold out across Watsons stores in Thailand, driven by a purchase intent that soared 725% above the industry benchmark. Beyond the 158 million impressions, the campaign achieved a rare 100% positive sentiment on social media. What began as a local solution in 670 stores has now become a permanent fixture of the Vaseline Pro Derma portfolio, with Unilever now exploring a version for transgender men and international expansion. This shift from "tokenism" to "utility" redefined the brand's purpose as a tangible service rather than just a message.
Creative Strategy Deconstructed
Company
Vaseline's established mission of 'healthy skin for all' and its robust R&D capabilities enabled credible product development.
Category
Skincare often offered generic products or symbolic gestures, failing to address specific physiological needs of the transgender community.
Customer
Transgender women experienced severe skin dryness during hormonal transition, seeking real, clinically proven solutions beyond mere symbolic support.
Culture
A growing global movement for transgender inclusivity, particularly strong in Thailand, created a receptive environment for authentic support.
Company
Vaseline's established mission of 'healthy skin for all' and its robust R&D capabilities enabled credible product development.
Category
Skincare often offered generic products or symbolic gestures, failing to address specific physiological needs of the transgender community.
Strategy:
Demonstrate genuine brand purpose by creating a dedicated, functional solution for an underserved community's specific need.
Customer
Transgender women experienced severe skin dryness during hormonal transition, seeking real, clinically proven solutions beyond mere symbolic support.
Culture
A growing global movement for transgender inclusivity, particularly strong in Thailand, created a receptive environment for authentic support.
Strategy:
Demonstrate genuine brand purpose by creating a dedicated, functional solution for an underserved community's specific need.
Results
The campaign generated over +158M impression. It was sold in all 670 Watsons stores across Thailand. The product achieved 100% positive sentiment across social media. News articles highlighted the campaign as: "VASELINE INAUGURATES A NEW SKINCARE CATEGORY", "SCIENTISTS AND TRANSGENDER WOMEN WORKING TOGETHER", "GENDER EQUALITY", "WE LAUNCH THE WORLD'S FIRST IN A 250ML BOTTLE", "AN INDUSTRY'S FIRST", "A BOLD MOVE FROM VASELINE", "CO-CREATION FOR A POSITIVE CHANGE", "NO MORE TRIAL AND ERROR", "VASELINE SEES TRANSGENDER WOMEN", "AN IMPORTANT MOVE FOR THE TRANSGENDER COMMUNITY", "INSTEAD OF A RAINBOW FLAG, A BRAND NEW PRODUCT".
+158M
impression
670
Watsons stores across Thailand
100%
positive sentiment
Strategy Technique
Build an Utility, Not an Ad
Vaseline delivered a tangible product that genuinely solved a specific, overlooked physiological problem. This utility demonstrated authentic commitment beyond mere advertising.
Explore Technique
Creative Technique
Turn Message into Product
The campaign's core was not an ad, but a new product. It transformed Vaseline's inclusive mission into a tangible, clinically validated solution for a specific community.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its pioneering product development and authentic community engagement, delivering a truly inclusive solution that addresses a specific, underserved need.
The campaign is built around the pioneering development of a clinically proven skincare product specifically formulated for the unique physiological needs of transgender women during hormone transition.
The thoughtful and inclusive packaging design, featuring a butterfly motif, visually represents transformation and identity, making the product resonate deeply with its target audience.
The messaging is clear, empathetic, and empowering, effectively communicating the product's benefits and its deep connection to the transgender community, avoiding tokenism.
The overall visual language of the campaign is both scientifically credible and deeply sensitive, reflecting the brand's commitment to genuine inclusivity and support for the community.
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