Bronze
Creativity In PR
Best Local/Regional/National Market
| Entrant: | Ogilvy Singapore, Singapore |
| Brand: | Vaseline |
| Title: | "Transition Body Lotion" |
| Corporate Name of Client: | Unilever |
| Client Company: | Unilever, Singapore |
| Client Company Senior Global Brand Director, Vaseline: | Louis Piereck |
| Client Company Senior Global Brand Manager, Vaseline: | Jeet Vijan |
| Client Company Assistant Brand Manager, Vaseline: | Regina Nadia Tamsir |
| Chief Marketing Officer: | Kathleen Dunlop |
| Client Company UFLP Management Trainee (Marketing): | Kimberly Wong |
| Client Company Thailand Skin Care Lead: | Sathirawan Eiamong |
| Client Company Thailand Brand Lead, Vaseline: | Ruthaipat Surachaidungthavin |
| Client Company Thailand Brand Manager, Vaseline: | Wishayaporn Suksawat |
| Client Company UFLP Management Trainee (Marketing): | Zoe Chan |
| Client Company Global R&D Lead, Vaseline: | Anuchai Sinsawat |
| Client Company Thailand R&D Lead: | Artit Kijchotipaisarn |
| Client Company Moderator, Hats Consulting and Research Company: | Arunee Sirisomboonwong |
| PR Companies: | Ogilvy Singapore, Singapore/Edelman Thailand, Bangkok |
| Global Chief Creative Officer: | Liz Taylor |
| Chief Creative Officers: | Reed Collins/Nicolas Courant/Marco Versolato |
| Creative Director: | Stephan Schwarz |
| Associate Creative Directors: | Maggie Michella/Pedro Pedreira |
| Creative: | Cristiano Tonarelli |
| Agency Head of Production: | Gerri Hamill |
| Agency Senior Producer: | Carolyn Ong |
| Agency Producer: | Nazurah Zulfakir |
| Agency Managing Director, WPP@Unilever: | David Dahan |
| Agency Asia Managing Director, Unilever: | Aanchal Sethi |
| Agency Strategy Directors: | Dilip Garga/Anam Hakeem |
| Agency Executive Strategy Director: | Sumegha Rao |
| Agency Strategist: | Mellita Angga |
| Agency Business Director: | MJ Pena |
| Agency Account Directors: | Joey Lew/Joyce D’souza |
| Production House Companies: | Mum Films, Bangkok/Double Y, Bangkok |
| Post Production House Company: | thequietlab, Singapore |
| CG Production House Company: | Soldats, Paris |
| Agency: | Ogilvy Singapore, Singapore |
Description:
Traditional beauty products often fail to address their unique challenges.
So, instead of another brand campaign, the solution came in the form of a new product that tackles these skin issues and accelerates inclusion.
The Transition Body Lotion is the result of a 2-year co-creation journey with transgender women. We started by listening to them in focus groups, interviews and surveys so we could understand their skin struggles during transition and how a skincare product could empower their journey. Next, market research filled the gap by analysing existing products and buying habits.
Since nothing catered specifically to their needs, we learned their current routines to identify what was missing. This collaborative process, involving dermatologists and gender-affirmation specialists, culminated in the world's first clinically-proven body lotion specifically formulated for transgender women.
This first-of-its-kind skincare product empowers transgender women to achieve healthy skin and express themselves authentically. This isn't just about a product; it's a step towards a more inclusive beauty landscape, aligning perfectly with Vaseline's mission and fostering true gender equality.
The Transition Body Lotion resonated deeply with the transgender community. It was launched on International Transgender Day of Visibility and made available at Watsons, a major Southeast Asian drugstore chain with online presence.
As a result, social media buzzed with 100% positive sentiment. Transgender women felt seen and appreciated a product addressing their specific needs. This sparked a behavioural shift. Previously, finding effective skincare meant trial and error with men's and women's products. Now, transgender women have a clinically-proven lotion developed with their input, boosting confidence.
The campaign garnered 158 million impressions in Thailand alone, and the lotion quickly sold out in many of the 670 Watsons stores. Purchase intent skyrocketed 725% above the benchmark, solidifying Vaseline's commitment to healthy skin for everyone.
This success story goes beyond sales - it's about inclusivity and community empowerment, further strengthening Vaseline's purpose.