Vaseline India has chosen an unconventional setting for the debut of its new face moisturiser, thousands of feet above the ground. The company unveiled its Cloud Soft Light Moisturiser at Skydive Dubai in what it termed a “#LaunchInTheClouds” activation, marking its entry into the face moisturiser category.
Skincare meets skydiving
The event brought together a curated group of Indian digital creators who were flown to Dubai to test the moisturiser’s “light as a cloud” texture while skydiving. Influencers including Ruhee Dosani, Agasthya Shah, Richi Shah, Nagma Mirajkar, Funcho Radhika Sharma and Shreemayi Reddy participated, sharing live footage of their jumps and immediate impressions of the product. The experience was designed to symbolically match the moisturiser’s key attribute, lightness without sacrificing hydration.
After the dive, participants were hosted at a “Cloud Soft Sensory Lounge” at Le Royal Meridien. The lounge featured interactive spaces such as a texture lab, fragrance bar, charm stations and product showcases aimed at creating a multi-sensory connection to the product. According to Vaseline India, the event combined elements of science, sensory engagement and experiential marketing to reinforce the moisturiser’s positioning.
Expanding into the face care segment
For Hindustan Unilever, which owns Vaseline, the launch represents an expansion of the brand’s offerings beyond body care into face-specific skincare. Pratik Ved, Vice President & Head – Skin Care, said the brand sought to merge its established reputation for moisturising with contemporary consumer expectations for products that feel “sensorially delightful” and fit seamlessly into daily routines.
The campaign also reflects broader trends in beauty and personal care marketing, where immersive, visually striking events are paired with influencer-led social media coverage to maximise reach. With this launch, Vaseline India is positioning itself to compete in a crowded market segment where lightweight yet effective moisturisers are in growing demand among younger consumers.