How Vaseline Puts Creators At The Centre Of Its Innovation Roadmap

LeadershipCMO NetworkHow Vaseline Puts Creators At The Centre Of Its Innovation RoadmapByKian Bakhtiari,Contributor.Forbes contributors publish independent expert analyses and insights. Kian Bakhtiari writes about Gen-Z marketing and social impact.Follow AuthorMay 15, 2026, 07:21pm EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.Vaseline Originals campaign.VaselineVaseline, a 155-year-old heritage brand, is outperforming startups on TikTok. The petroleum jelly brand was formulated by a young chemist, Robert Chesebrough, who observed oil rig workers use the gooey residue to treat cuts and burns in 1870. Over time, Vaseline became a household staple around the world. Despite its century-old history and legacy, Vaseline is pioneering a new model of participatory marketing and communication. This represents a fundamental shift from making and promoting products to inviting communities and creators to inspire the brand’s future products. The new Vaseline Originals (OGs) campaign turns community hacks into real products. It flips the traditional beauty product development process on its head by creating with the audience, not for them. At the heart of the campaign are two content creators who were among the early voices sharing hacks that helped shape the brand’s newest innovations. In 2008, beauty creator Jen Chae (@frmheadtotoe) shared a simple Vaseline brow tamer hack on her blog. Lauren Luke (@laurenluke_panacea81), one of YouTube’s earliest beauty creators, introduced her Vaseline primer hack. Almost two decades later, the hacks they shared have inspired actual Vaseline products. These include the Vaseline Brow Tamer, inspired by Jen Chae and Vaseline All-In-One Primer and Highlighter Jelly, inspired by Lauren Luke. Both products sold out within minutes during their TikTok Live debut on March 30, 2026, featuring the two content creators.The campaign builds on Vaseline Verified, the brand’s awar...