Vaseline
Vaseline ‑ The Gluta Glow Up
Social Campaign
The Gluta Glow Up
Where glow meets culture. Vaseline’s Gluta-Hya launch didn’t just enter the beauty chat, it rewrote the rules for how skincare shows up on TikTok. A glow so good, it went viral.
WALK WITH US
Our Approach
In a beauty world obsessed with 10-step routines, Vaseline Gluta-Hya stood for effortless glow: so good it felt otherworldly. We started with a fan, not a face: Plamedi (@blvckforce), whose viral “Vaselini” videos already made her the unofficial CEO of glow. So we made it official. Meet the CEGlow: the self-proclaimed leader of the Glow Getter community and the perfect blend of confidence, humor, and relatability.
The campaign unfolded like a TikTok mini-series: glowing lights, mysterious drops, and a secret creator event under a starry sky, all building up to Plamedi’s own anthem, “Vaselini [Gluta-Hya]”, which turned the launch into a viral dance moment. Together with ambassadors Carice, Naiza, and Chelsey, we built a crew that didn’t just show glow, they lived it. The result? A beauty launch that felt less like a campaign, and more like a cultural glow-up.
LET'S GO IN-DEPTH
Our Process
We built the entire story natively for TikTok, not adapted from somewhere else. Sound came first, because on TikTok, music is the message. The “Vaselini [Gluta-Hya]” track became our rallying cry, remixed, danced to and duetted across the platform.
To bring the online hype offline, we hosted a secret launch at Fabrique des Lumières; a glowing, otherworldly space where creators and their followers met IRL. Under a galaxy of projections, guests sipped at the Glow Bar, got astrology readings, and made content that shimmered just as much as the skincare.
Every touchpoint was designed to feel playful, raw, and native to the feed:
• Drone-delivered unboxing moments
• Creator vlogs blending mystery and humor
• Hand-shot behind-the-scenes content that looked fan-made, not brand-made
HOW DID IT GO?
The Results
Apparently, Gen Z doesn’t just love Vaseline, they are Vaseline.
- 2.17 M total views, 159 K engagements, 7.3% ER across 90 posts
- Vaseline’s TikTok debut with CEGlow hit 1.7 M organic views, 100 K engagements, 11.33% ER, and a 14 s avg. watch time
- The “Vaselini [Gluta-Hya]” music video scored an 11.05% ER
- Instagram activations delivered 929 K views and 68 K engagements
- The event itself generated 128 earned posts, totalling ~1 M earned views
Beyond the numbers, Vaseline’s transformation was clear: From a heritage staple to a cultural statement. From skincare brand to Glow Getter movement. From “how to use” to “how to feel.”
Because when you hand the mic to creators who live your brand story, authenticity doesn’t just shine, it glows. ✨
