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Vaseline — Embody Balms

In the New Year, Vaseline will become a ritual object for Gen Z’s self-expression. We’re a way to care for both skin and spirit. With every application, Gen Z won’t just moisturize—they’ll embody their intentions, turning a humble balm into a life hack for personal progress. It’s skincare with a purpose, designed for a generation that wants their routines to mean more.

Year: 2025

Role: Art Direction, Package Design

PHASE 1

We invited Gen Z to co-author the movement. We asked what they’re manifesting, so we could print the most resonant messages on the bottoms of our iconic jars—reframing a daily skincare moment as a shared ritual of intention and belief.

PHASE 1

We invited Gen Z to co-author the movement. We asked what they’re manifesting, so we could print the most resonant messages on the bottoms of our iconic jars—reframing a daily skincare moment as a shared ritual of intention and belief.

PHASE 1

We invited Gen Z to co-author the movement. We asked what they’re manifesting, so we could print the most resonant messages on the bottoms of our iconic jars—reframing a daily skincare moment as a shared ritual of intention and belief.

Social posts teased the launch of the Embody Balms

Social posts teased the launch of the Embody Balms

Social posts teased the launch of the Embody Balms:

We released a new line of petroleum jelly balms, each designed around a specific personal goal: Self Care, Love, Luck, Wealth, and Health.

Each jar features an affirmation printed on the bottom, offering a visible daily reminder tied to the chosen goal.

We released a new line of petroleum jelly balms, each designed around a specific personal goal: Self Care, Love, Luck, Wealth, and Health. Each jar features an affirmation printed on the bottom, offering a visible daily reminder tied to the chosen goal.

We released a new line of petroleum jelly balms, each designed around a specific personal goal: Self Care, Love, Luck, Wealth, and Health. Each jar features an affirmation printed on the bottom, offering a visible daily reminder tied to the chosen goal.


Embody Balms provide the same trusted skin benefits of Vaseline while introducing a simple way to stay grounded in everyday intentions.


Embody Balms provide the same trusted skin benefits of Vaseline while introducing a simple way to stay grounded in everyday intentions.

PHASE 2

The balms were sold in stores and on our website

PHASE 2

The balms were sold in stores and on our website

When users reach the end of their jar, they’ll uncover a code leading to their next one—this time with the option to personalize it with their own manifestation.

When users reach the end of their jar, they’ll uncover a code leading to their next one—this time with the option to personalize it with their own manifestation.

The line was promoted on social.

The line was promoted on social.

AD: Elinor Kelly, Sarah Croibier

CW: Cooper Lippert

AD: Elinor Kelly, Sarah Croibier

CW: Cooper Lippert