Madrid Pop-up Targets Skinification Trend
Vaseline, the Unilever-owned skincare giant, has launched an aggressive multi-channel campaign in Madrid to push its new Gluta-Hya body care line. Working alongside Ogilvy Spain, the brand transformed the Goya neighborhood into a two-day experiential hub. The goal: to force the “skinification” of body care, a movement that forces facial-grade ingredients like GlutaGlow into the daily routines of the body.
Bridging the Gap to Retail
The strategy functioned as an omnichannel ecosystem, aiming to collapse the distance between brand awareness and the checkout counter. Centered at Goya 36, the physical activation featured immersive zones designed for content creation.
To ensure the event translated into revenue, Vaseline built a tactical pipeline to retail chains including Primor and Druni. Attendees left the pop-up clutching promotional codes and vouchers, acting as a direct bridge to these retail partners, where they were offered exclusive gifts with their purchases.
Leveraging Digital Word-of-Mouth
Vaseline leaned heavily on influencer marketing to amplify the event far beyond the thousands of people who walked through the doors. By enlisting over 95 content creators to document the experience, the brand generated more than 350 individual social media posts. The intent was to spark “boca a boca digital”—digital word-of-mouth—through a unified call-to-action shared across all participant content.
The digital returns were sharp. During the activation, the official Vaseline Instagram account grew by 21,82%, while its TikTok following climbed 16,21%.
Elevating Body Care to Science
At the core of the campaign is the “skinification” concept, which treats body lotions and serums with the same chemical rigor as facial products. The Gluta-Hya line relies on proprietary GlutaGlow technology, pitched as a high-performance upgrade to standard moisturizers. By pairing a high-traffic Madrid location with large-format outdoor advertising, the brand aimed to shed its mass-market image, re-positioning its products as premium, science-backed solutions.
The Shift from Passive Advertising
This campaign marks a departure from traditional, static retail launches. By abandoning passive displays in favor of an interactive model, Vaseline treated the brand experience itself as the primary driver of retail traffic.
| Metric | Performance Data |
|---|---|
| Physical Attendance | thousands of visitors |
| Content Creators | 95+ individuals |
| Total Social Media Posts | 350+ |
| Instagram Follower Growth | 21,82% |
| TikTok Follower Growth | 16,21% |
The results suggest that in the modern beauty industry, creating shareable, content-focused environments is no longer optional. It is the most effective way to convert foot traffic into measurable digital growth—and, ultimately, retail sales.