How Vaseline Puts Creators at the Centre of Its Innovation Roadmap

Vaseline launched Vaseline Originals, a creator-led campaign that turns community beauty hacks into real products.

The debut includes items inspired by hacks from creators Jen Chae and Lauren Luke, which sold out during a TikTok Live launch.

The effort highlights a shift from top-down branding to participatory product innovation powered by creators and fans.

It also reflects how legacy brands are using co-creation to stay relevant with Gen Z and younger consumers.