🧴🏳️‍🌈DIVERSITY FOR THE WIN

Showcasing the brand’s commitment to inclusivity, Vaseline launched the Pro Derma Transition Body Lotion back in February but recently gained more attention with Pride Month taking place. The result of two years of research and co-creation, the clinically-proven skincare product was designed for and by transgender women to address the painful skin problems that occur both during and after the transition process. According to Vaseline’s research, transitioning leads three out of four people to experience moderate to severe skin changes and skin discomfort. The body lotion was available exclusively at Watsons stores across Thailand and quickly sold out at launch.

💡 OUR TAKE

June is Pride Month, yet brands are reported to be treading more carefully this year. Leaning into diversity and inclusion is gaining ground in Southeast Asia, but in a region where the conversation tends to be more nuanced and influenced by other cultural factors, brands need to approach the topic thoughtfully.

That starts with a for-and-by approach. Vaseline worked alongside trans women to understand their unique needs. Not only did this give the community the voice to share their lived experience, it resulted in a useful product that’s specifically tailored to their needs. Campaigns related to LGBTQ+ issues need to land with the broader consumer base (more on that in a moment), but they also need to resonate with the demographic they’re targeted at – any less, and you’ll appear inauthentic and disconnected.

On that point about authenticity: to avoid accusations of pinkwashing, LGBTQ+ initiatives should be year-round efforts. True allyship means showing up every day, not just in June. And it goes far beyond marketing. In recent years, Pride has started going internal – with the focus shifting to internal employee communications. DEI is on an upward trajectory – as of 2023, 43% of surveyed employees across SEA said their company had diversity programs in place, up from 36% in 2020 – but there’s room for improvement. And with companies with diverse leadership teams continuing to be associated with higher financial returns, this is a win for everyone. 

It’s no coincidence that Vaseline ran this activation in Thailand and that it was well received. Not only does the country have a sizable transgender community, it’s taking historic steps to legalize same-sex marriage. Research suggests Thais are more tolerant, too: 68% support LGBTQ+ people being open about their sexual orientation or gender identity with everyone, compared to 45% in Singapore, where a talk on sex and gender was recently canceled.

Pride in Southeast Asia doesn’t always have to be product and comms-related. In the Philippines, big brands like L’Oreal, Absolut, and Issy & Co. were seen sponsoring an all-female party No Boys Allowed – an event meant to provide a safe space for the LGBTQ+ community and women.  

So, does that mean you shouldn’t launch LGBTQ+ campaigns in other SEA markets? Not necessarily. Cultural context and sensitivity are key: how well do you know your target audience and the values and issues that resonate with them? For more conservative markets where explicit campaigns might face backlash, it helps to know how queer locals themselves navigate the intersection between identity and sanctions and where help is most needed. Perhaps the question to ask is: how can you color in rainbow shades while staying within the lines?

For those of you born before 1997, ‘fax, no printer‘ is Gen Z speak for ‘undeniable facts I agree with’