HydraWear
Vaseline
Turning Everyday Care into Streetwear
Gen Z craves products that seamlessly blend functionality with self-expression, but Vaseline has often been seen as a brand for older generations. To stay relevant and connect with younger audiences, Vaseline is giving its hero tub a fresh, portable makeover. Introducing Hydrawear—all the best parts of Vaseline’s timeless formula, now reimagined in a wearable, stylish format designed for the next generation.
Fun Fact: I did the Voice Over on this video!
DESIGN
HydraWear transforms skincare into fashion with refillable bracelets and rings that house Vaseline's trusted formula. Each sleek accessory elegantly displays the brand's signature blue and "V" logo and comes with replacable bands made of hypoallergenic materials.
ROLL OUT
To build up hype, we gave our iconic tub the spotlight it never asked for. We celebrated our beloved's jar oversized personality, inviting the world to laugh along and letting social media embrace the super-sized shenanigans. Once we’ve built hype, we’ll drop OOH billboards promoting Vaseline’s new look. Then, we’ll show up where Gen Z might need Vaseline- gaming competitions, marathons, music festivals, and more. We’ll hand out new bracelets and give people the chance to try on different styles with Virtual Try On mirrors.
GLO WITH GLO
Vaseline joins forces with GloRilla for the "Glow with Glo" collection, fusing her authentic voice with our century-old commitment to real skincare. Through custom Hydrawear chains that embody both style and substance, we celebrate the confidence that comes from embracing your natural beauty. This partnership reveals what both GloRilla and Vaseline have always known—true radiance comes from enhancing your authentic self.
CREDITS
Concept+ Art Direction: Measu Bellay
ADs: Paula Zambrano, Marshall Motner
CW: Marina Corsini