Nepal: Vaseline, from the house of Unilever Nepal, has introduced its globally successful innovation, Vaseline Gluta-Hya, in the Nepali market through an unconventional on-ground activation titled ‘ShowStopper Skin’.
Designed to disrupt conventional brand launches, the activation transformed high-traffic public spaces into immersive experiences. Without prior announcement or visible branding, a vivid pink carpet appeared across key locations, instantly drawing attention and sparking curiosity among passers-by.
The activation gained momentum as prominent artists and influencers—Annapurna Sharma, Kabita Nepali, and Malika Mahat—stepped onto the carpet, confidently embracing the spotlight. The unexpected visual spectacle momentarily paused the rhythm of everyday life, encouraging onlookers to engage, observe, and share the experience.
Speaking on the campaign, Surabhi Goswami, Marketing Head, Unilever Nepal, said, “At its core, ‘ShowStopper Skin’ was built on a powerful idea: it is not one person who stops the show, it is their confidence in their own skin. The activation brought this belief to life by celebrating radiant, healthy-looking skin as the true center of attention, thanks to Vaseline Gluta-Hya’s clinically proven formula.^”
The campaign culminated in showcasing the product’s promise of enhancing skin radiance and hydration, reinforcing its positioning as a solution for healthy, glowing skin.
Vaseline Gluta-Hya is a lightweight, fast-absorbing serum-in-lotion formulated with patented GlutaGlow technology and Hyaluron, designed to brighten and deeply hydrate the skin. Its unique formulation transforms into water droplets upon application, offering a non-sticky finish and an even-toned appearance with regular use.
Commenting on the launch, Amlan Mukherjee, Managing Director, Unilever Nepal, added, “Vaseline set out to create a memorable brand experience that moved beyond traditional formats, engaging audiences in a way that was both immersive and shareable. Digital engagement follows from lived experiences when brands connect with the youth right where they are.”
In an era dominated by digital-first campaigns, Vaseline’s analogue-led activation underscores a strategic shift towards experiential marketing, aiming to create high-impact, real-world interactions that translate into organic digital amplification.
