Vaseline: The ski trip that made GlutaHya Lip the It Girl winter essential.
Vaseline asked us to launch GlutaHya Lip Serum Gloss in the UK, in one of the most saturated categories in beauty, without a campaign that felt like an ad. With the 2026 Winter Olympics putting beauty, adventure and self-expression in the same frame, we took 12 creators on a six-night luxury ski trip to Morzine. The content reached an estimated 105M people, with 7.5M views and a 6.09% engagement rate, 204% above KPI.
Results at a glance
Over 334 posts and stories from 12 creators.
105M estimated reach and 7.5M total views.
311+ earned posts, with an 8.94% earned engagement rate.
A crowded category. And no room for an ad.
Lip gloss sits in one of the most saturated categories in beauty, and Vaseline was bringing GlutaHya Lip Serum Gloss to the UK right into the middle of it. The brand was clear that it didn't want a campaign that felt like an ad. The gloss had to earn its place in people's feeds instead.
Launch GlutaHya Lip Serum Gloss in the UK and stand out in one of beauty's most saturated categories.
Build the product's presence through creator content that never felt like advertising.
Less ad break. More après.
We spotted a cultural moment in the 2026 Winter Olympics and built a trip around it. GlutaHya Lip came along as part of the kit, not the pitch.
01
The insights
The 2026 Winter Olympics had created a lane where beauty, adventure and self-expression collide. Winter sport was looking as much like a style moment as a sporting one, and the mountain had become somewhere people wanted to be seen. Lip care already earns its place in a ski bag, so there was nothing forced about bringing it along. In the hands of creators on the slopes, GlutaHya Lip reads as part of the outfit, not a product placement.
02
The strategy
We picked 12 creators for a six-night luxury trip to Morzine, France, split across two intimate groups, with branded moments built in and designed to be shared. In total, the activity generated over 334 posts and stories.
Chosen for chemistry
We selected creators on group chemistry and genuine Vaseline affinity, not just follower count. That included Farron Clarke, spotted early via CreatorLab before growing by 60,000+ followers every four weeks.
Small groups, shareable moments
Splitting the group in two kept things close, with ski lessons, spa time and Vaseline-branded moments, from pink skis to inflatables, that the creators genuinely wanted to post.
Trend-led, not templated
We briefed creators away from standard formats and towards trend-led content that fit their native styles, positioning GlutaHya Lip as the It Girl winter essential. The product showed up through their content, woven into every post and story, not through ads.
Campfire services on this project
03
The impact
The trip generated over 334 posts and stories, an estimated reach of 105M and 7.5M total views. Engagement ran at 6.09%, 204% above KPI, while 311+ earned posts delivered an 8.94% earned engagement rate, 4.5 times the industry benchmark. Creators kept tagging Vaseline long after they got home, and audiences went searching for the product and showed intent to buy. The creators were just as taken with it. One messaged, “You girls set the bar high for brand trips”, and another, “It didn't even remotely feel like work.”