Social media is full of DIY beauty and life hacks using Vaseline Jelly—over 6,000 documented hacks ranging from skincare tricks to quirky household fixes. But not all of them work. To cut through misinformation, Vaseline launched “Vaseline Verified” in March 2025, a social-first campaign where Unilever’s R&D scientists tested these hacks in the lab. Those that worked earned the “Vaseline Verified” seal, while myths were debunked publicly
Campaign Overview
Social-first activation: Scientists tested viral hacks in playful lab-style videos.
Community-sourced content: Over 6,000 hacks were reviewed, from beauty routines to practical fixes.
Myth-busting storytelling: Hacks that failed were debunked with humor and clarity.
Seal of approval: Successful hacks received the “Vaseline Verified” badge, shared across social platforms.
Campaign Objective
Vaseline aimed to:
Reclaim authority in the age of TikTok and Instagram hacks.
Empower consumers with dermatologist-approved, science-backed uses.
Reinforce Vaseline’s identity as the original Wonder Jelly.
Drive engagement and trust by blending community creativity with scientific credibility.
Execution
Lab-style videos: Short, engaging clips showed scientists testing hacks in real time.
TikTok & Instagram focus: Designed for vertical video and shareability.
Influencer amplification: Beauty creators and dermatologists joined the conversation.
Global rollout: Campaign ran across multiple markets, positioning Vaseline as both fun and authoritative.
Brand Impact
Reinforced Vaseline’s trustworthiness in skincare and beyond.
Elevated the brand from a household staple to a cultural conversation leader.
Celebrated consumer ingenuity while filtering fact from fiction.
Results
Vaseline Verified became a breakout global success, earning 136M+ views, engaging 450+ creators, and driving 87% positive sentiment by debunking unsafe skincare “hacks.” It dominated social conversations with a +69% rise in brand mentions and won nine Cannes Lions 2025, including two Grands Prix and a Titanium Lion.
The campaign also delivered strong business results, driving +13.9% retail sales growth and +43% e-commerce growth. By blending education with cultural relevance, Vaseline reinforced its position as a trusted and modern skincare authority.
Lessons Learned
“Vaseline Verified” shows that brands can own the conversation by validating consumer culture with science. Instead of ignoring or dismissing hacks, Vaseline embraced them—turning curiosity into credibility.
