Vaseline has unveiled ‘Vaseline World,’ a global campaign that investigates popular beauty and skincare practices featuring its iconic petroleum jelly. Conceived by Ogilvy Singapore, with contributions from Ogilvy UK, Edelman, Mindshare, and VaynerMedia, the initiative draws from thousands of organic TikTok posts showcasing unconventional applications—from makeup primer to a spicy food barrier.

In response, the brand developed a series of lab-inspired videos led by brand scientist Siphiwo, who methodically tests viral beauty hacks to assess their effectiveness. Techniques that meet specific scientific criteria earn a ‘Vaseline Verified’ seal, transforming digital folklore into credible skincare guidance.

Launched in March, the campaign began with a collaboration featuring Canadian filmmaker Cole Walliser, who “revived a vintage Hollywood trick by applying Vaseline to his camera lens for a soft-focus effect.” He also demonstrated its modern-day beauty uses, connecting timeless routines with today’s social media-driven experimentation.

Image Credit: Vaseline