Vaseline x Shimmergirl: Where Beauty Meets Beverage

Vaseline® broke new ground with the launch of ShimmerGirl, a first-of-its-kind collaboration uniting Amanda Batula, Loverboy, and Vaseline’s signature Glazed & Glisten Gel Oils. The partnership fused skincare and lifestyle, debuting a limited-edition pack featuring Vaseline’s glow-boosting gels alongside Loverboy’s White Tea Peach iced tea for the ultimate “glow from the inside out.” The drop was accompanied by a Brooklyn pop-up at Soft Bar, hosted by Amanda herself, where fans could sip, shimmer, and snag exclusive merch and photo moments.

As Creative Director, Batula brought her signature sun-kissed aesthetic to life, celebrating confidence, radiance, and individuality. Behind the scenes, Edelman orchestrated two simultaneous partnerships, uniting the beauty powerhouse with the beloved beverage brand. From custom packaging and merch to an impromptu photoshoot, website development, and event production, the team brought ShimmerGirl to market in just a few months. The result was a standout collaboration that blurred category lines, spotlighted authentic creator partnership, and had fans glowing, literally and figuratively.

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