Vaseline Activation at Essence Festival of Culture

Objective:
Bring Vaseline’s NEW Shimmers product launch to life at Essence Festival of Culture through a high-impact, on-site experiential activation that drives product discovery, consumer engagement, and brand visibility within a highly trafficked convention center environment.

Solution:
GEM Event Services led the end-to-end production of Vaseline’s presence at Essence Festival, serving as Executive Producer across concept development, creative execution, and on-site operations.

We partnered with the client to shape the overall vision and consumer experience, translating brand objectives into a visually compelling, high-impact activation.

Working with fabrication partners, we oversaw the design development and buildout of the booth environment, ensuring alignment with creative direction while optimizing for consumer flow and engagement.

On-site, we managed a three-day, high-volume consumer experience, overseeing staff and operations to ensure seamless execution and a consistent, elevated brand interaction.

Results:

6,100+ Consumers Engaged Over Three-Day Activation

30,000+ Products and Premium Giveaways Distributed

High-volume booth traffic with optimized guest flow and minimal wait times

Increased product trial and hands-on engagement through interactive experiences

Delivered a visually impactful environment that drove social sharing and on-site buzz

Generated strong brand visibility and momentum around the Vaseline Shimmers launch