Are you a Glow Life girl, or a Slow Life girl?
When the clock hits midnight, are you preparing for a dazzling night out or a sleep mask?
Is your skin on display for the world? Or is skincare more of a private ritual?
Whether you live the Glow Life, or the Slow Life — Vaseline has skincare that gives you LIFE.
Through TVCs and social-first launch content featuring ultimate Glow Life Girl @janacraig_ (Love Island Season 6) and dreamy Slow Life Girl @jennelle.eliana, Vaseline invited skincare lovers everywhere to rally behind the skincare motto and lifestyle they identified with. Stunning shimmer gel oils that maximize your glow, or state of the art hydrating lotions.
We released anthem videos, and even did a reality TV style life swap series. The brand-posted content racked up over 100m views across social media, with the hero product selling out on Amazon for weeks.
The brand then ran a massive surround sound campaign with Glow Life and Slow Life influencers, and followed up with a lush pop-up event in NYC. The 360 campaign truly showcased how Vaseline can fit into everyone’s glow or slow lives, with the hero product selling out on Amazon for weeks.
Role : Creative Director
Agency: VML New York