Vaseline Originals turns viral hacks into skincare products and formalizes digital experimentation

Vaseline , a global brand with decades of experience in skincare and renowned for its accessible and functional approach, is launching Vaseline Originals , a line that takes viral beauty hacks as its starting point and transforms them into developed and validated products. The initiative, created in partnership with Ogilvy Singapore, begins by observing how people are already using the product on social media and translates those practices into formats designed for everyday use.

The project responds to a clear phenomenon: digital experimentation has become an active space for innovation. Social networks function as an open laboratory where unforeseen combinations, applications, and uses are tested. Vaseline decided not only to observe this behavior but also to integrate it into its development process, organizing what previously circulated in a scattered manner.

This also establishes a new relationship between brand and user. Ideas are no longer generated solely in the laboratory, but are fueled by what happens within the community. The practical knowledge that emerges on digital platforms begins to acquire structure, validation, and scale, generating products that are born directly from digital culture.

✳️ SPApreneurs Insight

This case study offers the opportunity to take a closer look at what your own customers are already doing. Identifying patterns, listening to real-world usage patterns, and transforming them into services or recommendations can become a direct source of innovation within your business.