Photographed by Paui Guevarra.
Photographed by Paui Guevarra.
From an online casting call to a week-long presentation, Vaseline Philippines, gives us a peek into how they crafted a story with visual narratives on body skin
Long before the final images were installed at Vogue Threads Manila 2025, casting decisions, editorial conversations, and creative input were carefully aligned. “Body Language: Portrait of the Filipino,” a story that presented body skin as a visible form of identity; was shaped through a thoughtful process of listening, selection, and collaboration. The team at Vogue Philippines and Vaseline Philippines translated the casting call into a series rooted in authenticity; deliberately placing body skin, rather than the face, at the center of the narrative.
For Media Channels editor Anz Hizon, the casting phase quickly became less about discovery and more about listening. He shares how deeply personal the stories became with every TikTok submission. “They weren’t just talking about skin, they were sharing memories and vulnerability. The openness felt very Filipino in the best way.”
Rather than prioritizing a particular look, the selection process centered on how participants articulated their relationship with their skin. “Diversity is natural when we focus on authenticity,” Hizon explains. “What mattered was how each person carried themselves, how they spoke about their relationship with their skin, and how that honesty translated on camera.”
From this approach emerged the final group of Vogue Faces talents: Yansei Sy, Mariane Lubo, Aiji Umemori, Sittie Brima, and Mattrixia Ibañez, each bringing a distinct story shaped by everyday realities.
During the shoot, first-time introductions gave way to shared moments, participants easing into the shoot direction, adjusting to lights, and finding comfort in the presence of one another. Hizon notes that collaboration with the creative team began from the stories themselves. “We began with stories, and then we kept everything clean and intimate and for it to feel human.”
For Jenique Ong, Vaseline Philippines’ content lead, the direction to shift from face towards body skin was both intentional and overdue. “Historically, facial skincare dominated the conversation despite the equal importance of body care to total confidence,” she says. “To address the gap, Vaseline shifted focus to the whole body by bringing excitement into the category through championing body care with our long-standing expertise and history of healing the helm of our campaigns.” The casting submissions revealed patterns that reinforced this choice.
“Highlighting overall body skin health allowed us to shine light on true, everyday concerns of Filipinos, such as dryness, uneven tone, and sensitivity, all of which heavily impacted their self-confidence across multiple contexts,”
Vaseline Philippines Content Lead Jenique Ong
Highlighting that these concerns informed the narrative direction of the “Your Skin, Your Glow” campaign of the Vaseline Gluta-Hya Serum Burst Lotions.
Photographer Shaira Luna translated vulnerability into images, capturing light as it moved across shoulders, arms, collarbones, the back, and hips. The portraits eventually came together as an installation at Vogue Threads Manila 2025. Alongside the portraits were Vaseline Gluta-Hya Serum Burst Lotion variants such as Dewy Radiance, Pro-Age Restore, Overnight Radiance Repair, Flawless Bright, and Luminous Defense SPF 50 PA+++, presented as part of a broader conversation around skin health, care, and confidence.
From Vaseline’s perspective, the exhibit was also an opportunity to place its Gluta-Hya Serum Burst Lotion formulations in context. The range features GlutaGlow Technology, which the brand notes offers 70x more brightening power than Vitamin C, alongside 4D Hyaluron for deep, multi-layer skin hydration, all delivered through a lightweight, non-sticky texture intended for daily body care.
For Ong, this approach reflects how Vaseline is thinking about the future. “What sets Vaseline apart is that it is a combination of trust and innovation,” she says. “Our healing heritage ensures consumers know our products work, while our modern approach, whether through advanced formulations, dermatologist partnerships, or culturally tailored campaigns, positions us to support every individual’s unique skincare journey.”
For more information, follow Vaseline Philippines on Instagram.
Art Direction and written by CHRISTINA ZABAT, Photography by SHAIRA LUNA, Styling by SHARK TANAEL and JIA TORRATO of QURATOR STUDIO, Makeup by KIM ROY OPOG and DOROTHY MAMALIO, Hair by GAB VILLEGAS, Sittings Editor ANZ HIZON, Videography by LORENZO CORRO, HEINRICH TORRES, and JUSTIN REYES, Set Design by ERWIN BOTIN, Multimedia Artist LARA CASTAÑEDA, Project implemented by ERIKA PALACIOS, Account Manager ANDREA RAMOS, Talents AIJI UMEMORI, MARIANE LUBO, MATTRIXIA IBAÑEZ, SITTIE BRIMA, and YANSEI SY
