Vaseline - Gluta-Hya Product Visuals

Vaseline skincare product advertisement featuring a tube of Vaseline Healthy Bright Gluta-Hya serum burst lotion against a colorful, iridescent background with water droplets. The text highlights the product's benefits for dewy, radiant skin, with claims of being 70 times more powerful than vitamin C, containing GlutaGlow, Hyaluron, and Niacinamide, and utilizing Serum Burst Technology.

We were task to create an iconic and memorable key visual for Vaseline’s new product range and set a new look & feel for the brand.

Vaseline Healthy Bright Gluta-Hya Serum Burst Lotion bottle in purple with text indicating skin brightening benefits and dark spot reduction, surrounded by iridescent bubbles on a pastel purple background.
Vaseline product advertising for a lotion targeting mature skin with claims of firm and radiant skin, dark spot reduction, and SPF protection, with a gradient purple and pink background and geometric shapes.

We were inspired by the main product benefit of Gluta-Hya, a brightened skin and also it’s reflective iridescent product packaging. Hence, we use it as a simple visual mnemonic to show the brightening aspect. Creating a flexible visual device with iridescent reflective surfaces, iridescent glows and subtle rainbow lens flare throughout the different product range.

Year: 2024-2025
Agency: Ogilvy (Singapore)

There were several challenges. First was to ensure that the look & feel should look the same throughout the different product range. And second was that we need to find a way to highlight each products’ unique benefit.

A tube of Vaseline Healthy Bright Gluta-Hya serum burst lotion with a holographic background and the text 'Reveal Radiant Smooth Skin'. The packaging highlights 70 times brighter skin and dark spot reduction with Astaxanthin and dual UV filters.

The iridescent/rainbow visual mnemonic creates subtly a consistent visual device, making the visuals iconically Vaseline’s. And also ensure that in any situation, the brand’s visual mnemonic can be easily adapted, while at the same time, translating the brightening skin product benefit.