Launching the world's first clinically proven skincare product for transgender women showcases Vaseline's commitment to understanding special needs and addressing them. This positions Vaseline as a champion of inclusivity, aligning with their "Healthy Skin for All" mission. By filling a market gap and catering to an underserved community, Vaseline demonstrates a deep understanding of diverse skin needs. This not only earns trust within the community but also attracts others who value brands that prioritise inclusivity and innovation. As a first mover in this space, Vaseline positions itself as a forward-thinking leader in skincare, garnering positive media attention and consumer respect.

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.

Recognizing the lack of skincare products specifically designed for transgender women in the market, the agency proposed a groundbreaking solution: the world's first clinically-proven body lotion formulated for their needs. With their inclusion throughout the whole process, the Transition Body Lotion not only makes a real impact on the skin issues they experience during gender-affirming therapy with innovative ingredients, but also makes them finally feel seen and acknowledged within the beauty industry.

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 the community 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. We used the main findings to craft a narrative of how Vaseline was solving a real skincare problem and addressing a gap in the available skincare options through this innovation, made with and for transgender women. The resulting campaign, encompassing TVCs, online videos, print ads, and social media posts, resonated directly with the community. Today, the lotion is permanently available in all 670 Watsons 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.

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. Yet, they lacked a skincare product specifically designed for their skin concerns during hormone therapy. Recognizing this gap, Vaseline, already the number one skincare brand in Thailand (its second-biggest market), saw a powerful opportunity. By co-creating the Transition Body Lotion with the transgender community over two years, Vaseline went beyond a traditional campaign. This targeted approach exemplifies the brand's commitment to inclusivity, fulfilling its mission of "healthy skin for everyone" by addressing a specific cultural need within a market where Vaseline already holds significant brand power.