Vaseline has appointed JENNIE, the South Korean singer and BLACKPINK member, as global ambassador for its body care collection. The announcement centres on the brand’s Gluta-Hya range, with JENNIE fronting a debut campaign that shows her personal skincare rituals.
The partnership leans into JENNIE’s profile across music, fashion, and beauty, positioning her everyday glow as an extension of consistent body care rather than a red-carpet artifice.
Her campaign focuses specifically on the Vaseline Gluta-Hya Smooth Radiance Serum Burst Lotion, a lightweight moisturiser the brand says delivers 70 times more brightening efficacy than Vitamin C through its GlutaGlow technology. The formula’s serum burst technology is claimed to absorb into skin within five seconds.
“For me, body care has always mattered just as much as hair and skin care, so partnering with Vaseline® feels like a natural fit. I love sauna sessions and cold plunges to keep my skin feeling healthy, and afterwards I always reach for a moisturising lotion to lock in the glow. Gluta-Hya is one of my favorites because it’s light, never sticky, and leaves my skin feeling hydrated and dewy,” JENNIE said.
“For generations, Vaseline® has created body care products people know and trust. With Gluta-Hya, we continue to evolve body care through high-performance formulas designed to help skin feel healthy, hydrated, and cared for. JENNIE naturally reflects that confidence and effortless glow,” Fernando Kahane, Global Brand VP at Vaseline® added,
JENNIE’s reach across Asian and global markets makes her a commercially logical choice for a brand with wide distribution across the GCC and Southeast Asia. The Gluta-Hya range is already available across multiple markets.
