From sealing in moisture as a nighttime lip treatment to locking in hydration after a skincare routine, Vaseline has earned its place as one of the most versatile multitaskers in beauty, and the Vaseline Originals range turns viral, verified hacks into real products. With Vaseline Originals, the Unilever brand worked with Ogilvy Singapore to trace popular tips and tricks back to the source, identify original creators, name them Vaseline OGs and create products based on their ideas. Nicolas Courant, chief creative officer at Ogilvy Singapore, said, “We started with a simple creative provocation: what if the best ideas were never in the boardroom, but already in people’s bedrooms and everyday routines?"
Vaseline Originals' Vaseline Brow Tamer, inspired by Jen Chae, and the Vaseline All-In-One Primer & Highlighter Jelly, inspired by Lauren Luke, debuted on TikTok Live, featuring the creators.
What's Driving This Trend
- Creator-led Product Lines
- Product portfolios rooted in recognized creator routines signal a shift from influencer endorsement to co-developed offerings with built-in authenticity and fan demand.
- Viral Hack Commercialization
- Everyday user tips gaining traction online are becoming a new source of rapid product ideation, allowing brands to turn informal behavior into validated market concepts.
- Live-launch Commerce
- TikTok Live debuts featuring original creators blend entertainment, education and retail, creating high-conversion moments around product stories and social proof.
Who This Affects Most
- Beauty
- Multifunctional skincare and makeup products shaped by real consumer use cases are disrupting traditional R&D cycles with community-verified formats.
- Social Commerce
- Creator-hosted product launches inside social platforms are expanding commerce beyond static storefronts into interactive, personality-driven shopping experiences.
- Consumer Packaged Goods
- Legacy brands adopting creator attribution models are opening new paths for crowdsourced innovation, faster relevance and differentiated mass-market extensions.
