BLACKPINK's Jennie as the new face of Vaseline's advanced body care collection
Vaseline Makes BLACKPINK Jennie the Face for its New Product Lines
BLACKPINK’s Jennie is scaling up Vaseline’s visibility in Southeast Asia as the company introduces their Gluta-Hya and Pro Derma ranges.
Highlights
- BLACKPINK’s Jennie has been named as the first-ever global ambassador for Vaseline latest Body Care range.
- The legacy brand is leveraging Jennie’s massive global reach, especially tapping into her social media footprint to scale their visibility.
- This K-pop-driven marketing campaign targets Southeast Asia with sachet products distributed through major online and offline distributors in the region.
Unilever-owned legacy beauty and skincare player Vaseline has named K-pop star Jennie from BLACKPINK as its first-ever Global Ambassador for the Vaseline Body Care collection. The line, which is launching in May 2026, puts the 30-year-old—known for her solo hits such as, Like Jennie, Mantra, and Handlebars, at the forefront of the brand’s advanced Gluta-Hya and Pro Derma lines, making her the face of these freshly launched products.
Jennie’s K-pop Influence Fuels Vaseline Campaign
The corporate move from Vaseline highlights the huge commercial scale of K-pop collaborations. As reported by The Asia Business Daily, Jennie historically generated the highest Media Impact Value (MIV) at the 2023 Cannes Film Festival. She reportedly yielded $1.9 million USD in MIV out of the event's $1.3B total. Wearing Chanel on the Cannes red carpet, her one single festival post gained over 7M likes. Back then her Instagram followers stood at 79.42M. Today many brands hire many K-pop and other Korean stars as ambassadors to drive global marketing; however, Jennie’s current reach of followers, 89M on Instagram and 23.8M on TikTok, alone offers a massive mass-market leverage.
Jennie’s Vaseline Campaign Targets Southeast Asia With New Launch?
According to Cosmetic Business, Vaseline’s campaign with Jennie focuses on skin health and self-expression. Fernando Kahane, Global Brand VP at Vaseline, reportedly said that Jennie mirrors the confidence behind their growth and performance-led formulas of their products. The rollouts additionally also detail her personal routine. “For me, body care has always mattered just as much as hair and skin care,” said Jennie in a statement noted by Cosmetic Business, where she opened up further regarding her skin care routine post her sauna sessions and cold plunges.
To convert this cultural footprint into immediate retail volume, Vaseline is introducing an on-the-go 30ML sachet format. According to Billboard Philippines, the product is priced at PHP 110 (~ $2 USD, ₹171.2 INR). Jennie’s Vaseline products, including the sachet packet, will reportedly be available digitally on popular Southeast Asian e-commerce sites like Lazada, Shopee, TikTok Shop, and Watsons Online, alongside major supermarkets, drugstores, and convenience stores in the region.
Author
Diya Mukherjee is a Content Writer at Outlook Respawn with a postgraduate background in media. She has a passion for writing content and is enthusiastic about exploring cultures, literature, global affairs, and pop culture.
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