Vaseline's summer activation brought together wellness, self-care, and social buzz to position itself in the centre of youth conversations. Vaseline Arabia hosted a three-day pop-up at Dubai’s Knot Bakehouse in July, combining beauty, wellness, and lifestyle. The event paired the brand’s Gluta-Hya bodycare range with the café’s signature matcha creations, showcasing skincare in a vibrant and youthful atmosphere. Running from July 11 to July 13, the activation highlighted the brand’s Day and Night lotions through custom matcha-based drinks that reflected these product variants, offering visitors collectible merchandise that could be personalized at a sticker station.
Ayah Alnagash, Lead PR at Unilever B&W, stated that the activation was designed to build awareness around the Gluta-Hya skincare range, recognizing the youthful crowd visiting Knot Bakehouse as an ideal audience. The venue featured immersive branding and unique matcha sleeves designed by local illustrator Danya Bayomi. Influencers and content creators amplified the experience, which demonstrated the impact of blending lifestyle and skincare in culturally relevant ways. The results showed significant engagement, with over 90 million potential reach and 135,000+ engagements generated within 72 hours, demonstrating the effectiveness of a well-executed brand experience.