Vaseline—you’ve probably seen it on the second shelf of your mother’s cabinet. Maybe you reached for it when you had a cut or chapped lips. But let’s get one thing straight: Vaseline is not a one-trick pony and it gets the job done.
Why you need this MUST HAVE collection…
Following the Snoop Dogg and Martha Stewart collaboration, we wanted to further Vaseline’s reach on Gen Z by giving our product a new personality. Partnering with Chappel Roan, an artist known for breaking boundaries in the music industry especially after a newly released song, Vaseline wanted to show that our products are here to break boundaries in skincare. Whether you’re locking in moisture after a concert with heavy makeup or winding down after a long day of class, Vaseline is a quick and easy go-to that is just as good as these high priced skin care products.
“I never thought I’d be obsessed with Vaseline, but here we are. It works no matter who you are or how you express yourself.” – Chappel Roan
Time For a Rebrand!
Vaseline has been a household staple for generations, known for its ability to lock in moisture and heal dry skin. However, in today’s beauty and skincare landscape, consumers are looking for more than just function. They want products that align with their identity, values, and creativity. Vaseline’s rebrand is about evolving from a simple skincare essential to a symbol of self-expression, inclusivity, and modern beauty that can be used in many ways in any makeup routine.
By partnering with Chappell Roan, a bold and unapologetic artist who embraces maximalism in her makeup, Vaseline is stepping into a new era that highlights Vaseline’s versatility, proving it’s not just for healing dry patches but also for removing makeup and creating standout looks. With new packaging and advertisements that highlight Chappell and her music, Vaseline is breaking the mold and redefining its place in beauty culture.
The limited-Edition “Not a One-Trick Pony” Collection
Staying true to Vaseline’s mission vision and values, the spotlight should shine on everyone. Now available in iridescent recyclable aluminum packaging, Vaseline is still committed to sustainability without compromising on quality. We are introducing new packaging and advertisements for the limited-Edition “Not a One-Trick Pony” Collection. It is essential for everyone to feel as though they can use this, and this is why Chappell Roan was so perfect. For drag queens, beauty gurus, and everyone in between, Vaseline can be the go to for skin care before, during, and after the makeup routine.
With Chappell Roan leading the charge, we’re proving that Vaseline is more than just a household staple. It’ has so many incredible uses, and skincare . Whether you’re a performer, an artist, or just someone who wants their skin to glow as boldly as they live, Vaseline is here to support every look, every moment, and every identity. While it still holds true to hydration, it also is about transformation.
Join us in breaking the mold and redefining skincare as a tool for creativity, confidence, and authenticity.
📸 Tag @Vaseline for a chance to win tickets to Chappell Roan’s tour in a city of your choosing
For our Instagram rebrand, we wanted to highlight our new packaging as well as Chappell herself.
The first post would be a sneak peak of the collaboration as the site would seem ‘under construction’. The second post is showing how Chappell uses Vaseline in her skin care routine after her iconic looks and long shows. Thirdly, we introduce all the elements of the campaign. We show the pink pony which is the mascot of sorts, Chappell, our voice of the project, and the new look for our product and socials. Finally, the next three posts are iconic lyrics or symbols from Chappell’s songs which promote our campaign as well as her new album or concert looks.
Bus Shelter and Billboard
For these Out of Home Ads, Vaseline wanted to highlight this artist and incorporate a play on words based off of Chappell’s iconic moments. Her viral video saying “I’m your favorite artist’s favorite artist” took the world by storm which every member of Gen Z has seen on various social media platform. For the Billboard, petroleum jelly is something so different that added into the quote catches the attention of whoever is reading it, making them aware of the collaboration coming soon.
The bus shelter takes a quote from ‘Pink Pony Club’ highlighting a potential long night, similar to those who may be walking past the bus shelter. It shows the new Chappell x Vaseline collaboration and brand image with a QR code to get a discount
DISCLAIMER: I have no affiliation with the brand or product, this is for a class project