Transition Body Lotion

Background: Vaseline wants to give everybody healthy skin - regardless of age, ethnicity, or gender. They believe skin health is a right, not a privilege. Unfortunately, with all the inequities that negatively impact different communities, healthcare is still not for all. That’s why the brand has an open brief for ideas that could potentially help mitigate that problem. This time, the agency recognised a gap in the market: there wasn’t a single skincare product catered to transgender women and the specific skin issues they face during gender reassignment therapy. So, instead of another brand campaign, the solution came in the form of a new product that tackles these skin issues and accelerates inclusion - something that really makes a difference and impacts their lives in a positive way. Creative Idea: Instead of a traditional campaign, there was the opportunity for something more concrete. Transgender women experience unique skin challenges during hormone therapy. So the agency of record proposed a groundbreaking solution: the world's first clinically proven skincare product for transgender women, co-created with the community. Tailored for their specific needs, the Transition Body Lotion tackles dryness, dullness, and hyperpigmentation. This innovation addresses these skin issues with patented Unilever Technology. Among those, Isoflavones, a plant-based oestrogen that had never been used in the skincare category and helps regulate the hormonal imbalance derived from gender-affirming therapy. The product is a new addition to Vaseline's high-end Pro Derma line, showcasing real action, and it goes beyond promoting gender equality by offering tangible support for transgender women during a crucial time. Insights & Strategy: 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. Execution: The Transition Body Lotion's journey took two years, from the first agency meeting where the concept was presented to its launch in Thailand, on International Transgender Day of Visibility. After Vaseline approved the concept, a co-creation process began. Focus groups with transgender women informed the needs assessment, alongside consultations with gender reassignment specialists and dermatologists. Unilever R&D spent months crafting the formula: researching ingredients, testing prototypes, and refining the fragrance – all with ongoing feedback from transgender women. Simultaneously, the agency built a targeted campaign: TVCs, online videos, print ads, and social media posts resonated directly with the transgender community. Today, the lotion is permanently available in all 670 Watson stores across Thailand, showcasing the impact at scale. Results: Launched on International Transgender Day of Visibility, the Vaseline Transition Body Lotion campaign had a remarkable business impact. Within six months, the product became the 2nd-largest variant in Vaseline’s premium range, selling 71.6K units. The campaign achieved 158 million impressions in Thailand, with 100% positive sentiment. Consumer behavior shifted as transgender women embraced a lotion tailored to their needs, driving a 725% increase in purchase intent. Consumer awareness grew, with 54% of exposed individuals agreeing that brands help the LGBTQ+ community feel more confident—an 8% lift. Brand perception also soared, with Brand Power up by +70BPS and Meaningfulness by +680BPS. Vaseline's market share hit a record 35.2% by Q2 2024. The campaign’s success went beyond sales, creating lasting social impact and reinforcing Vaseline’s commitment to inclusivity and community empowerment.