Transition Body Lotion (case study) - Vaseline, Unilever | Clapboard Ad Archive

Vaseline’s Transition Body Lotion campaign centers on a brand proposition that emphasizes inclusivity and specialized care, promising “healthy skin for all” by addressing the unique skincare needs of transgender women during their transitioning journey. This offering reflects a deliberate expansion of Vaseline’s core mission, positioning the brand as a pioneering leader in inclusive beauty by delivering the first clinically validated lotion designed with active ingredients like niacinamide and isoflavones tailored to support skin changes experienced by transgender women. The market strategy hinges on deep cultural and demographic insights, particularly recognizing Thailand’s status as home to one of the world’s largest transgender populations. By focusing on this specific community with a product developed through two years of research and co-development, Vaseline aligns its brand purpose with a meaningful social cause. The campaign’s launch on International Transgender Day of Visibility strategically leverages timing to enhance authenticity and relevance. Creative direction intertwined content, design, and direct media efforts to build awareness and trust within the transgender community as well as among inclusivity advocates. The campaign’s success is demonstrated by 158 million impressions, significant sell-outs in major retail outlets like Watsons, and a 725% increase in purchase intent above benchmarks, all underscoring a strong resonance with the target audience. This approach integrates product innovation with culturally sensitive engagement, advancing Vaseline’s market position through a socially conscious narrative that strengthens brand equity among marginalized groups and signals leadership in inclusive skincare.

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign centers on the unique skincare challenges faced by transgender women, particularly during the transitioning process—a problem specifically articulated in the introduction and case details. Vaseline addresses this unmet need with a clinically validated body lotion designed through two years of research. The communication is driven not by a story arc, celebrity, or symbolism, but by clearly introducing the problem (distinctive skin issues during gender transition) and then unveiling the product as a pioneering, targeted solution. The campaign’s launch timing (International Transgender Day of Visibility) and impact data further underline how the approach is rooted in addressing this problem directly for a marginalized community, embodying the Show the Problem format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats