Transition Body Lotion (case study)

Vaseline has unveiled the Transition Body Lotion: a pioneering skincare product tailored specifically for transgender women. This innovative body lotion marks a significant advancement in Vaseline's mission of promoting "healthy skin for all."

Recognizing the unique skincare challenges faced during the transitioning process, particularly in Thailand which has one of the largest transgender populations globally, Vaseline dedicated two years to research and co-development. The result is the Transition Body Lotion, the first clinically validated skincare solution for transgender women, featuring beneficial ingredients like niacinamide and isoflavones to support a smoother and more natural transitioning journey.

Launched on International Transgender Day of Visibility, this product introduction has made a substantial impact in Thailand. With the backing of Ogilvy Singapore, the campaign achieved 158 million impressions and saw the product sell out in numerous Watsons stores across the country. The initiative boosted purchase intent by an impressive 725% above the standard benchmark, underscoring Vaseline's commitment to inclusivity.

Louis Piereck, Senior Global Brand Director of Vaseline, noted, “It’s rare for an agency to respond to a communication brief with a product idea. But when that idea aligns so perfectly with your brand's purpose, you have to act on it.”

Through this initiative, Vaseline has strengthened its relationship with the transgender community, appealed to advocates of inclusivity, and reinforced its position as a leader in the inclusive beauty market.