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New Delhi: Vaseline’s latest influencer activation was anything but grounded. To launch its new Cloud Soft face and body moisturiser, the HUL-owned skincare brand flew a group of Indian influencers to Dubai, not just for photo ops, but for an actual skydive.
In what the brand called “taking content to the cloud,” influencers including Ruhi Dosani, Radhika Nomllers, Kenavita Golani, Dhruv & Shyam (Funcho), Richa Jain, Agasthya Shah, Aryan Kataria, Shreemayi Reddy, Nagma Mirajkar and Akshada Patil jumped out of a Vaseline-branded plane, wearing Vaseline-logo T-shirts and holding branded placards.
Here are a few influencers’ videos for the collab:
The execution left little room for subtlety as the branding was as high-impact as the stunt itself.
According to HUL, the Cloud Soft range is engineered for Indian facial skin, formulated with ceramides and hyaluron fillers, promising 100 hours of moisture in a light, non-greasy format.
Pratik Ved, Vice-President & Head - Skin Care, Hindustan Unilever, said, “This launch being Vaseline’s entry into face moisturizing we had to ensure it was a blend of brand’s trusted moisturising heritage and modern sensorial technology. Consumers today are seeking more than just efficacy from their skincare - they’re looking for products that feel sensorially delightful, seamlessly fit into their daily routines and reflect the elevated standards they hold. With Cloud Soft, we have delivered a breakthrough moisturiser that combines intense hydration with an incredibly lightweight texture. This launch was designed to reflect that very promise, to create a moment that’s as memorable and uplifting as the product itself.”
The campaign marks Vaseline’s entry into the face care category.
By swapping the typical launch event for a skydiving spectacle, Vaseline appears to be tapping into a growing content trend: high-adrenaline, visually striking influencer experiences that blur the line between product marketing and entertainment.