This campaign was officially launched amid the excitement of the “Gluta-Hya Hydration Clinic”, the first event in Indonesia to offer an immersive beauty clinic experience in the middle of an Oasis, held at the Atrium Mall Kota Kasablanka from February 20 to March 1, 2026, in collaboration with HALUU World and renowned beauty clinic SKIN+ Clinic.
Rohit Pathak, Vice President Marketing Beauty & Wellbeing, Unilever Indonesia, stated, “Vaseline is our body care expert with a purpose of “Health beyond Hype”. It provides clinically proven verifications of proper care for healthy skin, especially amid the flood of information that can sometimes lead to misperceptions. This commitment is once again reflected through the #JamBukaVaseline campaign, supported by a series of science-based digital content and an eye-opening immersive experience, this campaign aims to educate consumers that ‘breaking the fast’ for the skin by using Vaseline can be done anytime to help prevent and overcome skin problems caused by dehydration.”
Biologically, fasting requires the body to adapt to changes in daily eating and drinking patterns, including the skin. Limited fluid intake causes the skin to become dehydrated more easily, mainly due to a decrease in water content in the outer layer of the skin, which weakens the skin barrier and increases trans-epidermal water loss (TEWL)[a].
Dr. Amanda Nandi Wardani, BMedSc(Hons), Sp.D.V.E further explained, “Just like a desert constantly lacking water, skin dehydration can lead to ‘kulit tandus’, a condition of dryness that, if left untreated, can trigger other issues such as roughness, dullness, and uneven skin tone. Therefore, the skin’s primary need that must be addressed is maintaining hydration from both within and externally. Internally, the body needs sufficient fluid intake during suhoor and iftar. Externally, optimal skin care is needed to maintain skin hydration, making it smoother and more glowing so that we can always feel and look beautiful during Ramadan.”
“We can actually perform a simple self-check to detect signs of kulit tandus. Use your fingernail or a blunt objetct to make a line-like scratch on the inside of your arm. If a white or dermographism appears, it means your skin is dehydrated. In addition, the ideal times to hydrate your body skin while fasting include after morning and afternoon showers; every time after wudhu; during long indoor routines in air-conditioned rooms; and at night before bedtime,” Dr. Amanda added.
In line with the #JamBukaVaseline campaign, Vaseline presents the Vaseline Gluta-Hya Smoothing Perfector, an innovative beauty clinic–standard body care product with advanced technology, including:
- GlutaGlow: 100% more effective than Niacinamide^ and 70X stronger than Vitamin C to tackle dull skin at its root* while brightening, evening out skin tone, and fading dark spots
- 4D Hyaluron: Locks moisture into the various layers of the skin* that are difficult for other moisturizers to penetrate, providing hydration for up to 12 hours
- 70x Hydroxy Acid Complex: A gentle yet effective exfoliator that removes dead skin cells—the main cause of dullness—leaving skin smoother with a combination of AHA, BHA, and PHA
- Serum burst texture: Fast-absorbing, non-sticky on clothing, making it suitable for daily use, even for women who wear hijab
^based on in-vitro test *epidermis
Vaseline Gluta-Hya Smoothing Perfector is the right choice for beauty enthusiasts looking for a quick fix with a gentle exfoliator and advanced technology so it can be used every day to achieve hydrated, smooth, and glowing skin in no time.
Melisa Caroline, Senior Brand Manager of Vaseline, explained, “In addition to presenting clinically proven innovations, the #JamBukaVaseline campaign also features a variety of unique and inspiring activities designed to help beauty enthusiasts avoid kulit tandus.’
“Today, the campaign is officially launched through the ‘Gluta-Hya Hydration Clinic’, the first event in Indonesia to offer an immersive beauty clinic experience in the middle of an Oasis, in collaboration with HALUU World and SKIN+ Clinic. At this event, visitors will be pampered with a various multi-sensorial activity that highlight the importance of hydrated skin as the key to achieving smooth and glowing skin during the month of Ramadan.”
After completing an initial skin check, visitors will be taken on a journey from a desert transitioning into an Oasis. Featuring a variety series of exciting activities such as the #JamBukaVaseline Clinical Tunnel, where visitors can witness firsthand the benefits of Vaseline Gluta-Hya Smoothing Perfector through interactive product demonstrations, as well as The Smoothness Slide and the Hydration Pool, this area offers both valuable insights and engaging adventures that showcase the transformation of dry skin into hydrated, smooth, and glowing skin.
Next, visitors will arrive at the Hya Station, an area to quench the thirst of both the body and the skin with refreshing drinks and the sensation of hydrated skin using Vaseline Gluta-Hya Smoothing Perfector. This journey then concludes at the Hydration Clinic with SKIN+, where they can get free consultations and treatments for kulit tandus by SKIN+ Clinic, which was established in 2018 by the EUROMEDICA Group.
Renny Hasibuan, General Manager Marketing of Euromedica Group, stated, “We are delighted that SKIN+ Clinic is once again collaborating with Vaseline to help women become the best version of themselves and gain confidence with healthy, well-treated skin. Supported by experienced dermatologists, at this event we provided a premium treatment relevant to the needs of the skin during fasting, namely Oxy Clear: featuring active oxygen technology formulated in micro-sized molecules for maximum penetration into the skin layers.”
“As a result, skin cells are optimally stimulated, hydration levels are increased, and the skin appears fresher, more nourished, and naturally glowing. Beyond the treatment, consistency in maintaining body skin health at home must be supported with beauty clinic-standard products such as Vaseline Gluta-Hya Smoothing Perfector to ensure longer-lasting results.”
During the event, Vaseline’s advanced RoboDerm AI technology will interact with the visitors and analyse their skin problems, and also recommend the most suitable Vaseline Gluta-Hya product based on their individual needs. There are also various activities, such as live-stream shopping sessions in collaboration with Shopee, exclusive product deals at the Watsons booth, a photo booth, as well as a series of talk shows and workshops involving beauty and skincare communities as well as with mall visitors.
Tasya Farasya, a content creator and beauty enthusiast, shared, “As a content creator and beauty enthusiast, I understand dry or dehydrated skin is a problem experienced by many people, especially during Ramadan, when our bodies need extra hydration as part of self-care. Many people feel that their skin becomes rougher, less moisturized, and even looks dull during fasting. That's why it's so important to consistently take care of your body skin, not just your face.”
“Personally, I'm thrilled because my skin now feels more hydrated, smoother, and glowing. In this #JamBukaVaseline campaign, I want to encourage all beauty enthusiasts to keep paying attention to our body skin whenever it's needed, because looking fresh and confident starts with feeling comfortable in your own skin. So yes, let's say no to dry skin, because we deserve healthy, moisturized, and well-cared-for skin, especially during Ramadan until Eid.”
The mission to prevent and overcome kulit tandus through the #JamBukaVaseline campaign does not stop at this event. It will continue across digital channels through collaborations with a line-up of well-known content creators:
- Inspired by the signature “click” sound of the Vaseline tube cap when opened as a signal for #JamBukaVaseline, Vaseline launched a digital campaign in collaboration with TikTok musician Ecko Show, featuring a remake of the viral song “Tor Monitor Ketua”. The arrangement is enriched with the signature “click” sound, while the lyrics are modified to deliver a message encouraging consumers to rely on Vaseline Gluta-Hya Smoothing Perfector as a clinical solution to hydrate, smooth, and brighten the skin during fasting. The collaboration is further complemented with a music video aimed at popularizing the “kulit tandus check” movement, which serves as a signature of the campaign.
- Creating an edutainment content series in collaboration with comedian Indra Jegel, which highlights the importance of skin hydration during Ramadan to prevent dry skin with Vaseline Gluta-Hya Smoothing Perfector.
“We hope that the #JamBukaVaseline campaign series will inspire as many beauty enthusiasts as possible to pay closer attention to their body’s skin needs during Ramadan. Don’t forget to follow @VaselineID on Instagram and TikTok accounts, as we will actively educate and interact with our followers to address their various skin needs so they can always feel confident with hydrated, smooth, and glowing skin all the way to Eid al-Fitr," Melisa concluded.