SUB CATEGORY :

GENDER EQUALITY

ENTRANT COMPANY :

OGILVY SINGAPORE PTE LTD, SINGAPORE

TITLE :

VASELINE TRANSITION BODY LOTION

BRAND :

VASELINE

ADVERTISER :

VASELINE

AGENCY :

OGILVY SINGAPORE, SINGAPORE

MANAGING DIRECTOR :

DAVID DAHAN/AANCHAL SETHI

CHIEF CREATIVE OFFICER :

LIZ TAYLOR/REED COLLINS/NICOLAS COURANT/
MARCO VERSOLATO

CREATIVE DIRECTOR :

STEPHAN SCHWARZ

CREATIVE :

CRISTIANO TONNARELLI

ART DIRECTOR :

MAGGIE MICHELLA

COPYWRITER :

PEDRO PEDREIRA

EXECUTIVE PRODUCER :

GERRI HAMILL

AGENCY PRODUCER :

CAROLYN ONG/NAZURAH ZULFAKIR

CLIENT SERVICE DIRECTOR :

MJ PENA

ACCOUNT DIRECTOR :

JOYCE D’SOUZA/JOEY LEW 

EXECUTIVE STRATEGY DIRECTOR :

SUMEGHA RA

STRATEGIC PLANNING DIRECTOR :

DILIP GARGA/ANAM HAKEEM

STRATEGIC PLANNER :

MELLITA ANGGA

PR AGENCY :

OGILVY SINGAPORE, SINGAPORE/EDELMAN, BANGKOK

CAMPAIGN SUMMARY :

Vaseline’s Transition Body Lotion campaign is a groundbreaking example of brand experience and activation, designed to address a unique need within the transgender community in Thailand. The campaign's objective was to create a skincare solution specifically for transgender women, who face unique skin challenges during hormone therapy, while aligning with Vaseline’s brand mission of providing healthy skin for everyone.

The idea behind the campaign was deeply rooted in cultural insight. Transgender women in Thailand, though visible in society, lacked skincare products designed to address their specific needs. Vaseline recognized this gap and co-created the Transition Body Lotion over two years with the transgender community, dermatologists, and gender-affirmation specialists. This inclusive, collaborative process ensured the product met the community’s needs, from formulation to fragrance.
Execution was multi-faceted and immersive. Instead of a traditional ad campaign, the product was launched on International Transgender Day of Visibility and available at 670 Watsons stores across Thailand. A 360-degree approach was employed with TVCs, print ads, social media, and online videos, all tailored to resonate with the transgender community.

The result was a massive success, with 158 million impressions in Thailand and purchase intent soaring 725% above the benchmark. The product quickly sold out in many stores, driving both brand affinity and commercial success. By directly engaging with consumers, optimizing touchpoints, and delivering a product that empowered the transgender community, Vaseline not only built stronger brand loyalty but also set a new standard for inclusivity in the beauty industry.

CREATIVITY/IDEA/INSIGHT :

Instead of a traditional campaign, there was the opportunity for something more concrete. Transgender women experience unique skin challenges during hormone therapy. So the agency of record proposed a groundbreaking solution: the world's first clinically proven skincare product for transgender women, co-created with the community. Tailored for their specific needs, the Transition Body Lotion tackles dryness, dullness, and hyperpigmentation. This innovation addresses these skin issues with patented Unilever Technology. Among those, Isoflavones, a plant-based oestrogen that had never been used in the skincare category and helps regulate the hormonal imbalance derived from gender-affirming therapy. The product is a new addition to Vaseline's high-end Pro Derma line, showcasing real action, and it goes beyond promoting gender equality by offering tangible support for transgender women during a crucial time.

STRATEGY :

The Transition Body Lotion is the result of a 2-year co-creation journey with transgender women. We started by listening to them in focus groups, interviews and surveys so we could understand their skin struggles during transition and how a skincare product could empower their journey. Next, market research filled the gap by analysing existing products and buying habits. Since nothing catered specifically to their needs, we learned their current routines to identify what was missing. This collaborative process, involving dermatologists and gender-affirmation specialists, culminated in the world's first clinically-proven body lotion specifically formulated for transgender women.

EXECUTION :

The Transition Body Lotion's journey took two years, from the first agency meeting where the concept was presented to its launch in Thailand, on International Transgender Day of Visibility. After Vaseline approved the concept, a co-creation process began. Focus groups with transgender women informed the needs assessment, alongside consultations with gender reassignment specialists and dermatologists. Unilever R&D spent months crafting the formula: researching ingredients, testing prototypes, and refining the fragrance – all with ongoing feedback from transgender women. Simultaneously, the agency built a targeted campaign: TVCs, online videos, print ads, and social media posts resonated directly with the transgender community. Today, the lotion is permanently available in all 670 Watson stores across Thailand, showcasing the impact at scale.

RESULT :

The Transition Body Lotion resonated deeply with the transgender community. It was launched on International Transgender Day of Visibility and made available at Watsons, a major Southeast Asian drugstore chain with online presence. As a result, social media buzzed with 100% positive sentiment. Transgender women felt seen and appreciated a product addressing their specific needs. This sparked a behavioural shift. Previously, finding effective skincare meant trial and error with men's and women's products. Now, transgender women have a clinically-proven lotion developed with their input, boosting confidence. The campaign garnered 158 million impressions in Thailand alone, and the lotion quickly sold out in many of the 670 Watsons stores. Purchase intent skyrocketed 725% above the benchmark, solidifying Vaseline's commitment to healthy skin for everyone. This success story goes beyond sales - it's about inclusivity and community empowerment, further strengthening Vaseline's purpose.