Beauty: Beauty Hack-Inspired Campaigns - Vaseline Launched 'Vaseline World' Based on Social Media Content

Why it is the topic trending:

• Innovative Social Media-Driven Campaign: Vaseline's 'Vaseline World' campaign is notable for its direct response to user-generated content on platforms like TikTok, showcasing a modern and interactive marketing approach.

• Leveraging Viral Beauty Hacks: The campaign's focus on investigating and testing popular, often unconventional, beauty hacks shared online taps into current internet culture and consumer curiosity.

• Combining Digital Folklore with Scientific Credibility: By scientifically testing viral claims and awarding a 'Vaseline Verified' seal, the brand is bridging the gap between online trends and trusted skincare advice.

• Cross-Generational Appeal: The campaign incorporates classic beauty methods alongside modern social media trends, aiming to connect with a wider range of consumers.

• Collaboration with Influencers: Partnering with figures like filmmaker Cole Walliser, who referenced a vintage Hollywood trick, adds credibility and reach to the campaign.

Overview:

Vaseline has launched a global campaign called 'Vaseline World' that centers around exploring popular beauty and skincare practices highlighted in organic TikTok posts featuring its petroleum jelly. Developed by Ogilvy Singapore, the campaign involves brand scientist Siphiwo methodically testing these viral hacks in lab-inspired videos. Hacks that meet scientific criteria receive a 'Vaseline Verified' seal, turning online trends into credible skincare guidance. The campaign launched with a collaboration with filmmaker Cole Walliser, who demonstrated both a vintage Hollywood trick and modern beauty uses of Vaseline, aiming to connect with both established and new audiences.

Detailed Findings:

• Vaseline unveiled 'Vaseline World,' a global campaign investigating popular beauty and skincare practices featuring its petroleum jelly.

• The campaign was conceived by Ogilvy Singapore, with contributions from other Ogilvy branches, Edelman, Mindshare, and VaynerMedia.

• 'Vaseline World' draws inspiration from thousands of organic TikTok posts showcasing unconventional uses of Vaseline, such as makeup primer and a spicy food barrier.

• The brand developed lab-inspired videos led by brand scientist Siphiwo to test the effectiveness of these viral beauty hacks.

• Techniques that meet specific scientific criteria receive a 'Vaseline Verified' seal.

• The campaign launched in March with a collaboration featuring Canadian filmmaker Cole Walliser.

• Walliser demonstrated a vintage Hollywood trick of applying Vaseline to a camera lens for a soft-focus effect.

• He also showcased modern-day beauty uses of Vaseline, linking classic routines with social media trends.

• The article highlights three trend themes identified in the campaign: Social-media-driven Beauty Hacks, Lab-verified Beauty Solutions, and Cross-generational Beauty Techniques.

• It also mentions three industry implications: Beauty and Skincare (dynamic consumer interaction and product adaptability), Digital Marketing and Media (collaborative campaigns with influencers and impactful storytelling), and Consumer Product Testing (innovative lab techniques enhancing product credibility).

Key success factors of product (trend):

• Direct Engagement with User-Generated Content: Leveraging real, organic trends from social media makes the campaign feel authentic and relevant to consumers.

• Building Trust Through Scientific Validation: Providing scientific backing to online beauty hacks adds credibility to Vaseline's product and guidance.

• Relatability and Accessibility: Focusing on common, often unconventional, uses of a widely available product makes the content relatable to a broad audience.

• Influencer Collaboration: Partnering with a filmmaker like Cole Walliser helps bridge traditional and modern approaches and reaches a wider audience.

• Turning Digital Buzz into Brand Authority: By verifying trends, Vaseline positions itself as a knowledgeable and trustworthy source for skincare information.

Key takeaway:

Brands can effectively engage with consumers and build trust by actively listening to online conversations, validating user-generated content through scientific methods, and creatively bridging traditional knowledge with modern digital trends.

Main trend:

The "Socially Validated Brand Content" or "Science-Backed Social Beauty."

Description of the trend (please name it):

The "Socially Validated Brand Content" trend involves brands actively monitoring and responding to user-generated content on social media platforms to inform their marketing campaigns and product development. This often includes testing and validating popular trends or hacks within the brand's domain and then sharing the findings to build trust and relevance with their audience. It turns consumer-driven narratives into credible brand-supported information.

What is consumer motivation:

Consumers are motivated by:

• Seeking Authentic Solutions: They are often looking for real-world, practical solutions to their beauty and skincare concerns, as shared by other users online.

• Trust in Peer Recommendations: Many consumers trust recommendations and hacks shared by their peers or influencers on social media.

• Curiosity and Experimentation: There's a natural curiosity around unconventional uses of everyday products.

• Validation and Guidance: Consumers appreciate when brands can verify the effectiveness of popular online advice.

• Engagement with Brands: They enjoy brands that actively participate in online conversations and acknowledge user creativity.

What is driving trend:

• Proliferation of User-Generated Content: Platforms like TikTok have become hubs for sharing beauty and skincare tips.

• Brands Seeking Relevance: Brands are looking for ways to tap into viral trends and connect with younger audiences online.

• The Need for Trust in Online Information: With so much information available online, consumers value credible sources that can verify claims.

• Cost-Effectiveness of Leveraging Existing Content: User-generated content can provide a rich source of marketing ideas.

• Desire for Interactive Brand Experiences: Consumers appreciate brands that engage with them and respond to their online activities.

What is motivation beyond the trend:

Beyond Vaseline's campaign, these motivations reflect broader consumer desires:

• The Power of Community Knowledge: Consumers often trust collective wisdom and shared experiences.

• The Appeal of DIY and Hacks: There's a general interest in finding creative and resourceful solutions to everyday problems.

• Seeking Reliable Information: Consumers want to be sure that the advice they are following is accurate and safe.

Description of consumers article is referring to:

• Age: Likely a broad age range interested in beauty and skincare, with a particular emphasis on those active on social media platforms like TikTok (skewing younger). The cross-generational aspect suggests targeting both those familiar with classic Vaseline uses and younger, trend-driven consumers.

• Location: Global campaign, so targeting consumers worldwide, with initial activity noted with a Canadian filmmaker.

• Lifestyle: Individuals interested in beauty and skincare routines, potentially those who are experimental and open to trying new hacks they discover online. They are likely active on social media and value accessible and effective beauty solutions.

• Shopping preferences: Likely value brands that are responsive to consumer trends and provide trustworthy information. They might be influenced by social media recommendations and are potentially looking for affordable and versatile beauty products like Vaseline.

• Are they low, occasional or frequent category shoppers: Likely a mix of occasional to frequent beauty and skincare product shoppers who are interested in learning new ways to use existing or familiar products.

• What are their general shopping preferences-how they shop: Likely a mix of online and in-store shopping, influenced by social media trends, influencer recommendations, and brand engagement. They might appreciate brands that offer transparency and educational content.

Conclusions:

Vaseline's 'Vaseline World' campaign demonstrates a proactive and innovative approach to engaging with consumer-generated content and leveraging social media trends. By scientifically validating online beauty hacks, the brand is building trust, providing valuable information, and reinforcing the versatility of its iconic product in a way that resonates with contemporary audiences.

Implications for brands:

• Monitor Social Media for Organic Trends: Actively track social media conversations related to your products to identify potential marketing opportunities and innovative uses.

• Validate User-Generated Content: Consider scientifically testing popular hacks or claims to provide credible information to consumers.

• Engage with Influencers and Content Creators: Collaborate with relevant influencers to amplify your message and reach a wider audience.

• Create Educational and Informative Content: Share your findings and expert advice with consumers in an accessible and engaging way.

Implication for society:

• Increased Emphasis on Fact-Checking Beauty Trends: This campaign highlights the need for credible sources to evaluate the effectiveness and safety of viral beauty hacks.

• Brands as Information Providers: Brands are increasingly taking on the role of providing reliable information and guidance to consumers in their product categories.

Implications for consumers:

• Access to Scientifically Verified Beauty Advice: Consumers can benefit from trusted information about the effectiveness of online beauty trends.

• Greater Awareness of Product Versatility: Campaigns like this can highlight the many uses of familiar products.

Implication for Future:

We can expect more brands to adopt similar strategies of engaging with user-generated content and providing scientific validation to build trust and relevance with online audiences. This trend could lead to a more informed consumer base and a more interactive relationship between brands and their customers.

Consumer Trend (name, detailed description):

• Name: Socially Sourced & Science-Backed Beauty Guidance

• Detailed description: Consumers are increasingly looking to social media platforms for beauty and skincare tips but also value brands that provide scientific validation and credible information to support these trends.

Consumer Sub Trend (name, detailed description):

• Name: The Power of the Hack in Beauty

• Detailed description: Consumers are drawn to unconventional and resourceful uses (hacks) of everyday products for beauty and skincare, often shared and popularized online.

Big Social Trend (name, detailed description):

• Name: The Democratization of Information and Expertise

• Detailed description: Social media allows for the rapid sharing of information and experiences, potentially challenging traditional sources of expertise. Brands are adapting by participating in these conversations and offering their own verified knowledge.

Worldwide Social Trend (name, detailed description):

• Name: The Global Reach of Beauty and Skincare Trends

• Detailed description: Beauty and skincare trends can quickly gain popularity across the globe through social media platforms, creating opportunities for brands to engage with a global audience.

Social Drive (name, detailed description):

• Name: The Pursuit of Effective and Accessible Beauty Solutions

• Detailed description: Consumers are constantly seeking effective and affordable ways to address their beauty and skincare needs, often turning to online communities and resourceful hacks for solutions.

Learnings for brands to use in 2025 (bullets, detailed description):

• Actively Listen to Your Online Community: Monitor social media channels to understand how consumers are using and discussing your products.

• Identify Viral Trends and Hacks: Be aware of popular user-generated content related to your product category.

• Consider Scientific Validation: If appropriate, test the effectiveness and safety of viral trends to provide credible guidance.

Strategy Recommendations for brands to follow in 2025 (bullets, detail description):

• Launch Campaigns That Respond to User Content: Create marketing initiatives that directly address popular online trends and questions related to your products.

• Partner with Science Communicators: Collaborate with experts who can explain the science behind beauty trends in an accessible way.

• Create "Verified" Content Series: Develop content that tests and verifies the effectiveness of user-generated hacks or claims.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified): Vaseline's 'Vaseline World' campaign exemplifies the trend of brands leveraging social media insights and providing scientific validation to engage with consumers seeking authentic and effective beauty solutions.

What brands & companies should do in 2025 to benefit from trend and how to do it: Brands should actively monitor social media for user-generated content related to their products, scientifically validate popular trends or hacks, and create engaging campaigns that share these findings with consumers, building trust and establishing themselves as credible sources of information in the digital age.

Final note:

• Core Trend:

  • Name: Socially Validated Brand Content

  • Detailed description: Brands responding to user-generated content with scientific validation.

• Core Strategy:

  • Name: Listen, Validate, and Engage

  • Detailed description: Monitoring social conversations, scientifically testing claims, and engaging with consumers based on these findings.

• Core Industry Trend:

  • Name: The Convergence of Social Media and Scientific Authority in Beauty

  • Detailed description: Brands are increasingly blending the reach of social media with the credibility of scientific testing to inform and engage consumers in the beauty and skincare space.

• Core Consumer Motivation:

  • Name: Trustworthy and Effective Beauty Hacks

  • Detailed description: Consumers seeking reliable and scientifically backed beauty and skincare tips they discover online.

Final Conclusion:

Vaseline's 'Vaseline World' campaign is a smart example of how established brands can stay relevant and connect with modern consumers by embracing the power of social media and the importance of trust. By listening to their online community and providing scientifically validated information, Vaseline is not just marketing a product but also offering valuable guidance, fostering a stronger relationship with its audience.

Core Trend Detailed: Socially Validated Brand Content

• Description: This trend involves brands actively monitoring and responding to user-generated content on social media platforms, particularly content that features or discusses their products in unexpected or popular ways. Instead of solely relying on traditional marketing, brands are leveraging these organic conversations to inform their campaigns, create relatable content, and build trust with consumers. A key aspect of this trend is the brand's effort to validate or verify the claims made by users, often through scientific testing or expert endorsement, thereby transforming digital folklore into credible guidance and reinforcing the brand's authority.

• Key Characteristics of the Trend (summary):

  • User-Generated Content as Inspiration: Brands actively seek out and utilize content created by their consumers on social media.

  • Validation and Verification: Brands often test or verify the claims and trends identified in user content.

  • Building Trust and Credibility: By validating user claims, brands position themselves as knowledgeable and trustworthy sources.

  • Relatability and Authenticity: Leveraging organic trends makes the brand's content feel more relatable and authentic to consumers.

  • Interactive Campaigns: Often involves engaging directly with consumers and responding to their online activities.

• Market and Cultural Signals Supporting the Trend (summary):

  • Dominance of Social Media in Consumer Behavior: Platforms like TikTok and Instagram are significant drivers of trends and product discovery.

  • Growing Trust in Peer Recommendations: Consumers often place high value on the opinions and experiences shared by other users online.

  • Desire for Transparency and Authenticity from Brands: Consumers are increasingly skeptical of traditional advertising and prefer more genuine forms of communication.

  • Rise of the "Hack" Culture: Online communities thrive on sharing and discovering unconventional uses for everyday products.

  • Need for Reliable Information in the Digital Age: With an abundance of online content, consumers seek credible sources to verify claims.

• How the Trend Is Changing Consumer Behavior (summary):

  • Increased Reliance on Social Media for Product Information: Consumers are increasingly turning to platforms like TikTok for beauty and skincare tips.

  • Greater Scrutiny of Brand Claims: Consumers may be more likely to seek out user reviews and experiences before trusting traditional advertising.

  • Preference for Brands That Engage with Their Audience: Consumers appreciate brands that listen to them and respond to their online activity.

  • Increased Trust in "Verified" Information: Consumers are likely to value brands that provide scientific backing or expert validation for online trends.

• Implications Across the Ecosystem (summary):

  • For Brands and CPGs: Requires a shift in marketing strategy towards actively monitoring and responding to social media. Need to develop capabilities for testing and verifying user-generated claims.

  • For Retailers: Can benefit from stocking products that are gaining traction through social media trends. Marketing efforts can highlight user-generated content and brand validation.

  • For Consumers: Gain access to potentially innovative product uses and more reliable information about the effectiveness of online trends, thanks to brand validation efforts.

• Strategic Forecast: The "Socially Validated Brand Content" trend is expected to grow as social media continues to be a primary source of information and inspiration for consumers. Brands that can effectively listen to their online communities, validate popular trends, and integrate these insights into their marketing will be well-positioned to build trust and relevance with their target audiences. This trend may also lead to more collaborative relationships between brands and their consumers.

• Final Thought: Vaseline's 'Vaseline World' campaign is a prime example of a brand successfully tapping into the power of social listening and responding in a way that provides value to consumers. By validating user-generated content, they are not only marketing their product but also establishing themselves as a knowledgeable and trustworthy resource in the beauty and skincare space, demonstrating the potential of this evolving trend.

Source: https://www.trendhunter.com/trends/vaseline-world