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.

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 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 industry-first, clinically-proven skincare product tackles the specific needs of transgender women with patented Unilever Technology. Among those, Isoflavones, a plant-based oestrogen that had never been used in the 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. Unilever is already planning international expansion, and conversations with transgender men have begun to explore their unique needs for a product made with and for them.

The Transition Body Lotion is a product truly made with and for transgender women. From development to launch, it was of paramount importance that they were an integral part of the project. Vaseline really wanted to empower and make this community feel seen throughout the entire process. This way, we could position the brand as a champion of inclusivity, aligning with their "Healthy Skin for All" mission. The transgender community not only helped us develop the product, but actively spread the news on social media platforms. This inclusive approach, from conception to launch, demonstrates Vaseline's commitment to creating a product truly with and for the transgender community. It gives transgender women a voice within the skincare industry, and makes our brand mission even stronger.

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.

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.