Vaseline turned a Madrid street into a Gluta-Hya launch ecosystem

Product launches were becoming ecosystems rather than announcements; Vaseline wanted experience, influence, retail and content working as a single tool for brand building and conversion in Madrid.

One consumer journey on a single street: a giant banner facing a pop-up above a retail partner, so awareness meets purchase.

A two-day takeover of one of Madrid's main streets: an immersive Goya 36 pop-up showcasing Gluta-Hya and the patented GlutaGlow technology, a large outdoor banner above a retail partner, activations in Primor and Druni with exclusive branded bottles for buyers, vouchers and QR codes inside the space, and 95+ content creators publishing under one call to action.

More than 3,500 attendees over two days, 350+ social posts from attendees, and during the activation Vaseline's Instagram grew by 21% and TikTok by 16%.

In mid-2026 Vaseline, working with Ogilvy Spain, treated the launch of Gluta-Hya Serum Burst Lotion and Gluta-Hya Lip Serum Gloss as an ecosystem rather than an announcement, built around the body-skinification trend that brings facial-skincare codes to full-body care.

For two days one of Madrid's main streets became a Vaseline takeover. A large-scale outdoor banner hung above a key retail partner, facing a space at Goya 36 transformed into an experiential pop-up for the new Gluta-Hya line and its patented GlutaGlow technology. Buying stations ran inside Primor and Druni, where purchasers received exclusive branded bottles, and vouchers and QR codes inside the pop-up carried the journey to checkout.

More than 3,500 people came through, and over 95 content creators documented the experience under a unified call to action, generating more than 350 social posts. During the activation period Vaseline's Instagram account grew 21% and its TikTok 16%, which LBB read as evidence that launches are becoming integrated platforms where experience, influence, retail and content stop being separate disciplines.

Physical proximity did the joining: the banner faced the pop-up and hung over the store, so the route from curiosity to purchase was a few steps.

Creators gave the two-day event an unlimited media tail, and one shared call to action kept their posts telling the same story.

Retail activations with exclusive bottles turned the launch moment into a reason to buy now rather than later.

A launch stops being an event when the exit leads to a till: point the media, the pop-up and the creators at the same corner and conversion follows the crowd.

As of the July 2026 write-up the two-day activation had closed with its conversion path — banner, pop-up, retail exclusives, vouchers — held up by LBB as a template for launches as platforms.