Vaseline Appoints Global Superstar Jennie as Body Care Ambassador

Vaseline announced on the 10th that it has appointed global artist Jennie as the ambassador for its body care collection, unveiling a new advertising campaign. This partnership aims to showcase Jennie's personal body care routine and expertise, reinforcing Vaseline's commitment to innovative moisturizing solutions that promote healthy, hydrated skin.

Operating under Unilever, Vaseline's selection of Jennie reflects a strategic alignment with a globally recognized figure whose influence spans music, fashion, and culture. By associating with a personality like Jennie, Vaseline not only gains visibility but also cultivates a deeper emotional connection with consumers who appreciate her authentic confidence and effortless glow. This strategic positioning underscores the relevance of body care in everyday life, as it plays a vital role in Jennie's personal routine.

The first campaign featuring Jennie emphasizes her daily body care practices that contribute to maintaining healthy, radiant skin. This not only highlights the importance of consistent self-care but also embeds the narrative that Vaseline products can enhance self-confidence at various life stages and settings. The messaging resonates with consumers seeking reliability in their body care choices, particularly in products they perceive as integral to their lifestyle.

Jennie stated, “Personally, I have always considered body care as important as hair and skin care, which makes this partnership with Vaseline feel very natural.” She also mentioned her routine of enjoying sauna and cold plunges, complimented by using a moisturizer immediately after to maintain her skin's luminosity. This insight positions the product, particularly the GlutaHya series, as essential for consumers looking to nourish their skin without heaviness, catering to modern body care trends.

The partnership serves as a strategic vehicle for Vaseline to extend its trusted body care expertise through Jennie's global icon status, marking a pivotal point in communicating the value of healthy skin as a foundation for daily confidence. This collaboration signals Vaseline’s intent to evolve its portfolio while attracting a younger audience, navigating modern beauty narratives more effectively.

The star product, Vaseline GlutaHya Dewy Radiance Body Lotion, integrates Vaseline's proprietary GlutaGlow™ technology, aimed at enhancing skin tone and transparency. The formulation, enriched with varying molecular sizes of hyaluronic acid, penetrates deeply into the epidermal layer, ensuring optimal hydration. Moreover, the serum burst formula is designed for swift absorption, appealing to consumers looking for efficiency in their body care regimen.

Fernando Kahane, Vice President of Vaseline Global Brand, stated, “Vaseline has consistently delivered trustworthy body care solutions across generations.” He emphasized that the evolution of the GlutaHya lotion line represents an ongoing commitment to enhancing the body care experience. Furthermore, he underscored Jennie’s embodiment of the confidence and natural glow that Vaseline aims to promote through this partnership.