A first-of-its-kind platform designed to help more people see themselves represented in dermatological care.
the challenge
Vaseline set out to address a critical gap in skincare equity. Less than 6% of image-based search results show conditions on skin of color¹, contributing to delayed care and 25% higher mortality rates for serious conditions¹. As a brand rooted in healing skin, it was a natural extension to take on this issue and create more equitable access to dermatological resources.
the insight
When people can’t see themselves reflected in medical imagery, it creates uncertainty and hesitation around seeking care. This isn’t just a visibility issue, it directly impacts outcomes. By making skin conditions on black and brown skin tones easier to find and understand, we could help people feel more confident taking the next step.
the solution
We designed a first-of-its-kind searchable platform built specifically for black and brown skin tones. The experience allows users to visually explore conditions, access trusted information, and connect with culturally competent dermatologists. Working closely with partners like HUED and VisualDx, we translated a complex system into something clear, human, and easy to use.
the results
The platform drove both awareness and real-world action. Within two weeks, it generated over 900 million earned impressions² and more than 6,000 visits², with 59% of traffic coming from high-intent searches². 48% of users who searched took action to find a dermatologist², contributing to a 1,430% increase in people seeking care². The work earned multiple Cannes Lions awards, including Gold, and has helped create 3.1 million more equitable skincare experiences to date³.
¹ Research published by the Journal of the American Academy of Dermatology
² Vaseline® See My Skin campaign analytics and performance reporting
³ VisualDx and HUED partnership reporting