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Vaseline Gluta-Hya takes skincare to the dancefloor at Sydney's sober morning rave

REBORN

Key Facts:

• REBORN partnered Vaseline Gluta-Hya Lip Serum Gloss with Maple Social Club's Coffee & DJs event in Sydney's Surry Hills, transforming it into an immersive brand experience attended by more than 500 people.
• The campaign aimed to reposition the product as a desirable beauty accessory among younger consumers, integrating product trial, content creation and branded moments throughout the event.
• The venue was transformed with custom décor built around the range's signature pink, including branded coffee cups, lip stations, convex parking mirrors and Polaroid-style photo moments.
• The activation extended beyond the live event through Maple Social Club's social channels, influencer content and paid media assets captured on the day.
• The campaign was developed in partnership with noisy, the youth culture agency representing Maple Social Club, with all parties emphasising the importance of embedding the brand within an existing cultural community rather than creating one from scratch.

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, Managing Director, 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.”

 

About us:

About REBORN:

REBORN is an independent creative and media agency built around a simple belief: brands grow when ideas connect with people in ways that matter. We bring strategy, creative, media, social and experience together to help ambitious brands earn attention, build relevance and inspire action. For 18 years, we’ve partnered with leading Australian and global brands to create work designed to travel across channels, experiences and culture.

About noisy:

noisy is a culture-first agency built on a simple idea: young people don't trust advertising, but they do trust the communities where they make plans and find their people. noisy represents and manages a collective of the most in-demand youth communities in the country, reaching around two million people directly. These include Bondi Lines, Melbourne Lines and Brisbane Lines, the real-time nightlife guides young Australians use to decide where to go out; Maple Social Club, the home of soft clubbing and daytime events built around real-world connection; Sydney Run Club, the city's most viral run club; Whatslively, a concert discovery platform that links to streaming accounts to surface shows people will love; and Mixmag ANZ, connecting Australian and New Zealand audiences to the global name in dance music. Beyond running branded content and activations inside these communities, noisy builds original IP and creative that brand partners own outright. 

Contact details:

David Easton
Founder & CEO, REBORN [email protected]