With over 150 years of expertise, Vaseline is a globally recognized leader in skincare, driven by its mission: “healthy skin for all.” In Thailand, the brand identified a significant gap in the market: the specific skincare needs within the transgender community — a large population often overlooked, with unique concerns, especially during the transition process.

To address this, Vaseline embarked on an ambitious two-year co-creation journey, working closely with the transgender community to understand its needs and develop a groundbreaking solution. Backed by cutting-edge science, the result of this effort is the world’s first clinically proven skincare product specifically designed for transgender women.

Lonsdale Singapore designed an innovative packaging for Vaseline’s Transition Lotion, combining advanced skincare expertise with a meaningful connection to the transgender community. In collaboration with renowned transgender artist Phannapast Taychamaythakool, we created a refined butterfly motif in the midst of transformation — a powerful symbol of transition and growth.

The minimalist, holographic design seamlessly fits within Vaseline’s Pro-Derma range, blending premium aesthetics with an authentic feminine expression. This visual identity deeply resonates with the community, celebrating their journey while highlighting the clinically proven benefits of the product.

Now available in over 670 Watsons stores across Thailand, this design has been widely embraced by consumers and influencers, amplifying Vaseline’s commitment to inclusivity and innovation on social media and beyond.

Lonsdale Singapore’s work for Vaseline won Gold in two categories at Transform Awards Asia 2024: Best Brand Evolution and Best Localisation of an International Brand.
One judge said, “Strategically staying away from baseless tokenism and still reaching the target audience in a clear and classy way is amazing. The product design says what it needs to say without shouting for attention at the same time. A very deserving entry that truly inspires the brand for its larger purpose of skincare for all.”