Vaseline Men

Skincare is still unfamiliar and uncomfortable territory for many South African men. It’s a vulnerable and often awkward topic, with uncertainty about where to start and a reluctance to discuss “intimate” issues like dryness or oiliness – even among friends.

While research shows men are more likely to switch products on the recommendation of other men, they are unlikely to ask. Most guys don’t talk to other guys about skincare – it still feels awkward, a bit self-indulgent, or even “not masculine enough.”

Vaseline Men needed to spark those skincare conversations – and make them worth sharing.

We wanted Vaseline Men to be more than just another lotion on the shelf. Strategically, we wanted to be the skincare brand that is an ally to South African men, especially in a cultural climate where they’re bombarded with constantly shifting norms of masculinity.

This strategic insight brought us to an observation that whether it’s in their personal lives, careers or families, men have the pressure of showing up, even if it comes at a personal cost. Despite these pressures, men always put on their game face and take on the world and their daily responsibilities with determination and a never-say-die attitude.

“Put Your Skin In The Game”: A campaign that celebrates men who show up for the people in their lives.

The goal was to become a trusted partner in men’s daily lives, giving them products that work, without overcomplicating things – and showing up in spaces that feel authentic to them.

It was important for us to have a dialogue with our male audiences and hear what they have to say about putting skin in the game, instead of dictating the conversation.

This came to life in a social-first approach that employed a combination of content types:

Creator and influencer content – allowed us to be immersed in culture.
User-generated content – allowed us to stay in touch with men’s realities.
Branded content – reinforced our core message.

All of this was underpinned by constant social listening.