Jennie Becomes Vasaline's First Global Ambassador for Body Care

Jennie entered a new beauty role as Global Ambassador for Vaseline body care, bringing one of the world’s most recognizable K-pop figures into the body care universe of a heritage Unilever brand. The campaign will spotlight Vaseline’s Gluta-Hya and Pro Derma collections across key markets, with Jennie fronting a beauty message built around hydrated, healthy-looking skin and everyday confidence.

Her debut campaign is set to explore her body care routine, including the rituals behind hydrated skin and how body care helps her feel confident in different settings. The brand frames the partnership around confidence and self-expression through everyday care, positioning body care as part of a wider beauty lifestyle rather than a simple post-shower step.

The product focus is important. Vaseline is not only leaning on nostalgia or household trust. It is pushing its body care language toward performance. Gluta-Hya is positioned around lightweight textures and high-performance ingredients, while Pro Derma focuses on concerns such as dryness and dullness. Together, the two collections give Vaseline a more skincare-coded body category: hydration, glow, barrier care and sensorial finish.

Jennie’s own quote makes the strategy feel personal rather than purely commercial. She says body care has always mattered to her as much as hair and skin care, and names sauna sessions, cold plunges and moisturizing lotion as part of her glow-locking routine. She also identifies Gluta-Hya as a favorite because of its light, non-sticky, hydrated and dewy finish.

For Vaseline, this is also a repositioning move. The brand has heritage, but heritage alone can feel too quiet in a market obsessed with newness. By placing Jennie at the center of Vaseline body care, the campaign gives an old trust product a new cultural surface.