YOUR ERA, YOUR STORY
The "Legacy Looks Good on You" campaign for Vaseline celebrates the beauty of personal journeys, inviting consumers to embrace their unique legacies through skincare. As an art director, my goal was to visually translate this powerful narrative by creating a cohesive aesthetic that blends modern design with timeless copywriting.
Co- Art Director: Brooklyn Jones
Graphic Designer: Prajakta Patil
The Ask: Reintroduce Vaseline to Gen Z while keeping it timeless.
Insight: Beauty standards shift, but Vaseline is a universal legacy item passed through generations.
The Big Idea: “Your Era. Your Story.” Legacy as beauty.
Execution:
Gen Z-first OOH: bold, hyperbolic headlines (“Drip so smooth it’s generational”).
Social content with cultural slang + metaphor.
Cross-generational campaign visuals (grandma’s jar + Gen Z aesthetic)
Impact: Vaseline becomes not just petroleum jelly, but a cultural connector.
In these videos, we’ll showcase how each moment, each era, leaves its mark, highlighting the beauty of diverse legacies through glowing, hydrated skin. It’s not just about beauty—it’s about owning your story, your era, and the timeless glow that comes with it.
aura by vaseline
Unlock your skin’s legacy with the Vaseline app. Our 'Legacy Looks Good on You' experience brings personalized skincare tips and exclusive content that celebrates your journey. Smooth, hydrate, and glow with every step—because your story deserves to shine effortlessly.
