Sweet, Shiny & Glazed: Inside The Vaseline X Krispy Kreme Campaign
In a world where beauty and food trends collide on our screens, Krispy Kreme and Vaseline proved one powerful truth: engaging consumers' senses sells. But unlike many brand collaborations, this one was not about edible skincare or doughnut-scented lotion; it was a symbolic celebration of shine. With Vaseline’s launch of their Cera-Glow Moisturizer, a skincare lotion that promises dewy, radiant skin, the brand partnered with Krispy Kreme to visually portray the iconic glaze of the beloved doughnuts. The shared element? A glossy, glazed look. The partnership tapped into the viral “glazed trend,” turning the product launch into a cultural moment. Featuring Linda Mtoba and Rich Mnisi, it blended global trends with local flavor.
This collaboration was not just clever storytelling; it was sensory storytelling in motion. Let’s break down how it worked and the lessons other brands can learn from the glossy aftermath.
The Rise of the Glazed Skin Trend
The “glazed” trend, which is short for glazed skin, is all about achieving fresh, dewy skin. The trend began as a viral beauty aesthetic popularized by Hailey Bieber and was fueled by social media, especially TikTok. Achieved through moisturizers, serums, and oils, it promotes a natural, hydrated glow over heavy makeup and contouring. The term “glazed donut skin” was coined for skin that is luminous, healthy, and almost edible in its glow. The viral look exploded across social media platforms, making it a cultural moment for beauty and lifestyle brands to tap into.
Sensory Marketing
The campaign not only aligned the two brands but also activated their senses in ways that were deeply memorable to their target audiences. It played on texture and shine, using the visual appeal of glaze to connect skincare to the doughnut’s sweet indulgence. By tapping into the glazed skin trend, the collaboration created a multisensory experience that was both timely and culturally relevant. The inclusion of high-profile figures added local relevance and credibility, making the campaign not to just seen but felt.
Lessons from the Brand Collaboration
1. Cultural Moments
In marketing, timing is everything. Vaseline and Krispy Kreme tapped into the glazed trend at its peak, leveraging not only the viral momentum but also its visual appeal. By aligning the launch of a glowing skincare product with the shine of a Krispy Kreme doughnut, the collaboration turned a trending skin aesthetic into a brand moment.
2. Unexpected Partnerships
Unexpected brand pairings spark curiosity and create buzz. By pairing together the two seemingly unrelated products from completely different industries, Vaseline and Krispy Kreme brought freshness and playfulness to the collaboration space. It broke through the noise and made it instantly shareable. While safe collaborations are easy to overlook, unexpected ones make the audience pause, scroll back, and talk, increasing visibility and reach.
3. Sensory Storytelling
Iconic marketing is not just seen but experienced. The collaboration tapped into sensory storytelling by leveraging shared visual cues: the signature “glaze.” Both the glossy finish of Vaseline’s moisturized skin and the shiny glaze of a Krispy Kreme doughnut became symbolic of radiance. This was done by featuring talents with dewy, glowing skin alongside mouthwatering doughnuts, creating a strong visual association and sparking desire. The campaign did not just show the product, but made consumers want to feel it and have that glaze too.
4. Global Trends with Local Flavour
By blending global trends with local voices who both have strong cultural relevance and are associated with premium skincare and style, the brand connected with South African consumers while remaining relevant to the global market. It is a reminder that to appeal to the global market, one does not need to abandon their local identity.
The Vaseline and Krispy Kreme campaign provided a lesson in sensory marketing. It challenged brands to create experiences that go beyond highlighting product features. Tapping into cultural moments, embracing unexpected partnerships, and appealing to people’s senses can help create campaigns that leave a lasting impression in people’s minds.
At Coral Communications, we help brands craft campaigns that resonate, balancing global relevance with local flavour.