Vaseline Gluta-Hya launches youth-focused brand activation in Sydney

Vaseline Gluta-Hya has launched a brand activation in Sydney, targeting younger beauty consumers through a partnership with Maple Social Club. The campaign integrated the brand’s Lip Serum Gloss into the weekly ‘Coffee & DJs’ event held at Wilson’s Cafe in Surry Hills.

Developed by the agency REBORN in collaboration with youth culture agency noisy, the event transformed an industrial-style converted garage into a pink-themed brand experience. More than 500 attendees participated in a morning of socializing, live music, and product trials. The activation featured custom branded elements, including coffee cups, lip stations, and photo opportunities designed to encourage social media content creation by influencers and attendees.

Unilever’s Regional Marketing Manager, Yeo Yin Hong, noted that the initiative aims to engage younger consumers in a contemporary and relevant way, moving the product beyond functional skincare into a lifestyle accessory.