Vaseline Arabia brought beauty, wellness and lifestyle together with a three-day pop-up at Dubai’s Knot Bakehouse in July. The activation paired the brand’s Gluta-Hya bodycare range with the cafe’s signature matcha creations, positioning skincare in a fresh, youthful setting.
The cafe takeover ran from 11 July to 13 July and was designed to bring Vaseline’s Gluta-Hya Day and Night lotions to life. Two custom matcha-based drinks reflected the variants: a glow-boosting day blend inspired by the brand’s SPF 50 lotion, and a night drink mirroring the collagen-infused Overnight Radiance Restore Lotion. Visitors who bought either drink received complimentary limited-edition merchandise, including tote bags and T-shirts, which could be personalised at a live sticker station.
“Vaseline, as a brand, is constantly exploring innovative ways to engage with its audience,” said Ayah Alnagash, Lead PR at Unilever B&W. “This particular activation was strategically designed to build awareness around the Gluta-Hya skincare range, highlighting both the Day and Night variants. Recognising the youthful crowd that visits Knot Bakehouse, we identified it as the ideal venue to bring this product experience to life in an authentic and relatable setting.”
The venue itself was transformed with immersive branding, while custom-designed matcha sleeves by local illustrator Danya Bayomi added an artistic layer. Guests also received curated gift bags featuring branded scarves, decorative ropes and keychains created specially for the campaign. Influencers and content creators, including Talia Fawaz and Yusur El Khalidi, amplified the experience with appearances and online engagement.
Execution was delivered in collaboration with Mumkin Marketing, Helium Marketing Management and PHD Media. Alnagash noted that the finer details – from floor graphics to cup designs – were central to creating a cohesive atmosphere.
The results highlighted the impact of blending lifestyle and skincare in a culturally relevant way. More than 50 influencers attended, driving a potential reach of over 90 million. Within 72 hours, 377 pieces of content were shared across platforms, generating 135,000+ engagements and an estimated $500,000 in earned media and content value
Alnagash said, “Attention to detail makes a difference. These small but thoughtful touch points helped elevate the activation and left a lasting impression on visitors. Another key takeaway was the strength of organic amplification. Referring to a TikTok video by media outlet, Alnagash said the video “sparked significant interest, even drawing international visitors to the pop-up. It highlighted how the right media, when executed authentically, can drive strong organic reach and engagement far beyond the local audience.”
By tying skincare to lifestyle rituals, Vaseline Arabia’s partnership with Knot Bakehouse showed how brand experiences can connect with younger audiences on cultural and creative levels.
Credits
Creative, PR and Marketing partner: Mumkin Marketing
Media Partner: PHD Media
Production and Design partner: Helium Marketing Management
Illustration: Danya Bayomi
Influencers: Talia Fawaz, Yusur El Khalidi
Media: Time Out Dubai, Marie Claire Arabia, Lovin Dubai, Dubai Pike, Ahlan
