Background

Increasingly, Gen Zers start abandoning mass market brands in favor of thrift stores. They come here to find unique items, but these often have minor defects — which can be fixed with Vaseline.

Idea

Vaseline is the new upcycle hero, it will leave its lifehack “easter eggs” directly on the little cloth tags sewn into vintage clothes at thrift stores.

Execution

Popular thrift stores introduce a special rail featuring a vintage picks selection by Vaseline.
For each item, a lifehack is chosen and placed on a cloth tag (e.g., remove scratches from a leather jacket or lubricate a bag’s zipper).
The face of the tag contains detailed instructions on how to recondition this specific item. The reverse has a QR code linking to a video lesson.
Once per month, a large thrift store opens a Vaseline Upcycle Studio pop-up zone, featuring master classes on clothes restoration with fashion designers.