Vaseline Originals

The Challenge

For over 155 years, Vaseline Jelly has been a household staple worldwide. However, in today's fragmented beauty market, thousands of uncredited micro-influencer hacks were defining how the product was used across social media platforms, leaving the brand disconnected from the commercial value of these viral trends.

The Strategy

Recognising the commercial power of creator innovation, Vaseline developed a pioneering framework to ethically participate in and scale community-led ideas. The strategy focused on turning uncredited digital concepts into tangible retail opportunities while giving creators full recognition.

Execution and Innovation

The team identified viral beauty hacks across TikTok, YouTube, and blogs, transforming early-stage creator concepts into actual, physical retail products. Vaseline built an authentic bridge between digital culture and commercial retail by formally crediting, rewarding, and compensating the original creators behind each product concept.

Results

This collaborative model successfully converted informal social trends into real, commercially available retail products, establishing a scalable blueprint for how a heritage brand can harness consumer-led creativity to drive genuine business growth.

Judges' Verdict

"Great idea and execution in turning OG trends into products."