Vaseline - The Gluta-Hya Glow Up

The Gluta Glow Up

Vaseline’s Gluta-Hya didn’t just join the beauty conversation, it changed how glow shows up on TikTok. A launch so strong, it went viral.

Our Approach

Gluta-Hya stood for effortless glow, not 10-step routines. We partnered with Plamedi (@blvckforce) - already known for her “Vaselini” glow - and crowned her CEGlow, the face of a playful, relatable Glow Getter movement. The campaign unfolded like a TikTok mini-series: glowing visuals, a mysterious build-up, and Plamedi’s own “Vaselini [Gluta-Hya]” anthem. Ambassadors Carice, Naiza, and Chelsey amplified the story and made it feel like a cultural moment, not a traditional campaign.

Our Process

TikTok came first. The “Vaselini [Gluta-Hya]” track drove duets, dances, and remixes. Offline, we hosted an immersive launch at Fabrique des Lumières, where creators met fans IRL under glowing projections. Content leaned native: drone unboxings, creator vlogs, and hand-shot behind-the-scenes moments.

Results

• 2.17M views & 159K engagements (7.3% ER)

• CEGlow’s TikTok: 1.7M organic views & 100K engagements (11.33% ER)

• Music video at 11.05% ER

• Instagram: 929K views & 68K engagements

• 128 earned posts with ~1M earned views

The outcome? Vaseline shifted from household staple to cultural glow symbol, proving that when creators lead, authenticity doesn’t just shine, it glows. ✨