Indie creative and media agency REBORN has brought Vaseline Gluta-Hya Lip Serum Gloss into one of Sydney’s most in-demand social formats, partnering the brand with Maple Social Club and its Coffee & DJs event to create a culture-first launch campaign built around live music, morning café culture and low-pressure IRL connection.
Vaseline has long been known for trusted lip care, but the Gluta-Hya range gave the brand a way to build relevance with younger, trend-conscious beauty consumers.
REBORN’s strategy was to make the product feel less like a functional lip treatment and more like a beauty accessory: a gloss people would want to apply, photograph and carry with them – in a setting where beauty, connection and content creation naturally overlap.
REBORN brought the partnership to life with noisy, the youth culture agency that represents and manages Maple Social Club. Together they transformed the club’s weekly Coffee & DJs event at Wilson’s Cafe in Sydney’s Surry Hills into an immersive Vaseline Gluta-Hya brand experience. More than 500 attendees moved through a morning of DJs, coffee and socialising, with product trial, branded moments and content capture integrated throughout the event, extending the experience from IRL engagement into creator, social and paid content.
To give Vaseline Gluta-Hya a distinctive presence within the event, REBORN transformed the venue’s industrial-style converted garage into a glossy, high-energy brand world built around the range’s signature pink. Custom coffee cups, a Bocca sofa, suspended pink orbs, Vaseline Gluta-Hya lip stations, branded convex parking mirrors, street posters and Polaroid-style photo moments created an experience designed to encourage product discovery, participation and social sharing.
The result was part underground beauty lab, part morning rave: a bold guest experience that doubled as a content set for influencers, photography and paid social assets. The partnership also extended through Maple Social Club’s channels in the lead-up to the event, before continuing across owned social after the activation.
David Easton, founder and CEO of REBORN, said: “The strongest brand experiences don’t try to own culture – they contribute to it. The brief wasn’t simply to create an activation. The challenge was helping Gluta-Hya build greater relevance with a younger beauty audience. Maple Social Club gave us a cultural behaviour people had already chosen, and our job was to give Vaseline a credible role within it, then connect that experience through trial, creators, social and paid media.”
Yeo Yin Hong, regional marketing manager, Unilever, said: “Vaseline has long been trusted for effective skincare, but with Vaseline Gluta-Hya we also wanted to engage younger beauty consumers in a contemporary and relevant way. REBORN helped us translate the product’s combination of hydration, tint and protection into an experience people could try, enjoy and share, while remaining true to the credibility of the Vaseline brand.”
Harry Wilson, MD of noisy said: Maple Social Club is one of the most viral communities in the country. Coffee & DJs has run every week for 18 months, been seen millions of times here and overseas, and pulls a packed crowd of exactly the people Vaseline wanted to reach. Vaseline didn’t try to create culture. They embedded themselves in a community that already existed, and that’s where breakthrough results come from. This partnership proved it.”
