Aquaphor Glaze

Background: In a Social Media Marketing Strategy course, I developed a product extension concept for Aquaphor called Aquaphor Glaze, supported by the #GlowWithGlaze campaign.

Business Opportunity: Unlike many emerging beauty brands, Aquaphor didn’t need to manufacture trust before entering the conversation. The opportunity was to translate the brand’s existing credibility into a more culturally relevant product category without compromising its reputation for effective, no-frills skincare.

Objective: The objective wasn’t just customer acquisition, it was also modernizing the brand and increasing cultural relevance while reinforcing engagement with existing consumers.

Cultural Insight: At the time, colored and flavored lip balms were becoming increasingly dominant within online beauty culture, particularly through brands like Rhode, Laneige, and Summer Fridays. However, many consumers viewed Aquaphor as more effective and trustworthy than trend-driven alternatives, but still wanted to participate in evolving beauty trends. Aquaphor Glaze was designed to bridge that gap for loyal consumers while also attracting younger audiences.

Strategy: Launch Aquaphor Glaze as a product that bridges the gap between effective, trustworthy skincare and trend-driven beauty products, supported by a social-first campaign designed to mirror how consumers discover and engage with popular lip balm brands online.

What interested me most about this project was exploring how a heritage brand could leverage existing trust equity to authentically participate in online beauty culture rather than simply trend-chasing.