Vaseline has joined an internet trend sparked by Korean skincare creator Min Day Lee’s playful pronunciation of the brand as “Baseline”, which soon evolved into “Bassline” across social media.
The moment began when Lee showcased her Vaseline collection, with the pronunciation gaining traction among creators and users who recreated the format through memes, remixes and their own interpretations. The trend subsequently found an audience in India, extending beyond skincare-focused communities.
Vaseline responded by embracing the community-led conversation across its social media channels, using the viral pronunciation in its content and captions. The brand has now taken the activation further by recognising creators, including Lee, as ‘Vaseline-Verified Hijack Icons’.
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Speaking about the trend, Pratik Ved, VP Skincare, Hindustan Unilever said, “We didn't create this moment; the internet did. Our job was to simply show up. “Basseline” is proof that when a brand is genuinely loved, people will remix it in ways no brief could ever imagine, and all we can do is thank them for it." The internet decides. The icons get verified.
The brand is also inviting users to create their own interpretations of “Bassline” by tagging @vaselineindia and using #VaselineHijacked, with selected participants eligible for recognition as ‘Vaseline Verified Hijack Icons’.
The campaign highlights how brands are increasingly responding to organic creator-led moments by participating in the conversation rather than attempting to control its direction.
