VASELINE GLUTA-HYA

The Brief

Vaseline wanted to launch their new Gluta-Hya range with impact, reaching beauty-savvy audiences in high-footfall locations. The goal was simple: create a bold, shareable experience that educated consumers on the new product while delivering mass sampling.

Creative Concept

Our idea was to put Vaseline’s glow on wheels. Enter the Glow-Up Truck; part beauty playground, part sampling hub. Visitors could grab a froyo with branded toppings, snap a printed photo at the booth, get a shiny temporary tattoo, and the most important thing… leave with a pocket of Gluta-Hya minis. Everything was designed to be interactive and instantly shareable.

The Delivery

In London, Battersea Power Station hosted our glowing debut. The iridescent wrapped Glow-Up truck, plus a custom-built podium, photobooth and glow station from our fabrication partner turned heads, with queues forming for froyo and photo prints within minutes of opening.

In Liverpool, we added a twist; teaming up with Girls on the Go, a local influencer community, we kicked off the weekend with a city walk that ended at our Glow-Up Truck for early access. This addition created a buzzing, hyper-local connection layered onto an already interactive sampling campaign.

The Impact

Crowds flocked, products flew, and Vaseline’s Gluta-Hya launch hit the spotlight. Sampling targets were exceeded, the experience generated strong social traction, and the influencer-led Liverpool walk brought a personalised community feel.

…Because all roads lead to Vaseline!

‍