Transition Body Lotion is a groundbreaking innovation with far-reaching impact. This first-of-its-kind lotion addresses a critical gap in gender equality - the specific skincare needs of transgender women during hormone therapy. While mainstream beauty overlooks them, the Transition Body Lotion breaks their trial-and-error cycle with generic products and empowers them to express themselves authentically through healthy skin. This is about a product with never-before-seen advancements like the use of Isoflavones, a plant-based oestrogen, but also about fostering a more inclusive beauty landscape. Transition Body Lotion redefines beauty inclusivity through innovation, earning its place at the forefront of progressive brands.

Thailand's unique cultural landscape creates the perfect stage for Vaseline's innovative Transition Body Lotion. While transgender women are remarkably visible in Thai society, holding prominent positions like doctors and politicians, legal hurdles remain. This social inclusion with a lack of concrete support presents an opportunity. Culturally, transgender individuals often begin transitioning young, around 11 years old, leading to specific skin issues due to hormonal imbalance that existing products haven't addressed. Vaseline, the world's leading skincare expert and Thailand's number one brand, is uniquely positioned to bridge this gap. Recognizing the unmet needs of the transgender community aligns perfectly with their mission of healthy skin for everyone. Moreover, despite Thailand's progressive stance, major brands haven't catered specifically to transgender needs.

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 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.

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.