Vaseline "Glow Life"
In today’s social beauty culture, two opposing lifestyles shape the conversation.
Slow Life is about doing less, but better. Glow Life is about effort and expression.
For the launch of Vaseline’s new Shimmer Gel Oils, we created an end-to-end platform that embraced both mindsets:
Glow Life or Slow Life, positioning Vaseline as the essential for whatever speed you’re moving at.
Unilever
Art Director
VML
Sarah Ratinetz, Justin Peele
Key Activations
We took over social feeds with the Glow Life vs. Slow Life dynamic, showing creators, routines, and transformations that proved there’s a little of both in everyone. A hero commercial spot introduced the campaign, supported by native social content across Instagram that invited audiences to “swap lives” and live in both skins.
We dramatized the idea that your routine isn’t fixed. One product lineup, two energies. Shimmer for the night out. Cocoa Radiant for the wind-down. No matter the mood, Vaseline delivers the addictive glow.
Designed to Drive
Loyalty at Shelf
01. Dual-Sided Retail Display
A striking in-store fixture split down the middle: turning the aisle into a moment of self-identification and discovery.02. Search-to-Shelf Integration
A Pinterest + Instacart partnership ensured that when shoppers searched “glow,” “skin,” or “hydration,” Vaseline appeared as instantly shoppable.03. The Cart Decoder
A digital and IRL cart-scanning experience that revealed whether you’re #GlowLife or #SlowLife, launching exclusively with Walmart+.
