Vaseline has partnered with Ogilvy Singapore and Ogilvy Canada to tackle a growing yet often ignored concern — the harmful effects of blue light exposure. The renowned 155-year-old skincare brand has introduced its Asian campaign titled ‘Screen Block’ in Thailand, focusing on gamers who are especially vulnerable to extended screen time, sometimes lasting up to 12 hours a day.
While awareness about the dangers of UV light from the sun is increasing, the risks associated with prolonged exposure to blue light from digital screens are still widely underestimated. Many people are now in the habit of applying sunscreen before stepping outside, but few consider skin protection while spending hours in front of screens.
A study conducted by Unilever revealed that nearly 64% of individuals remain unaware of the skin damage that blue light can cause — damage that may penetrate deeper than even UV rays.
Instead of creating a brand-new product, Vaseline chose to rebrand its existing SPF 50+ sunblock as ‘Screen Block SPF 50+’. This move positions it specifically for gamers. The product now features bold deep blue packaging and a striking bright orange in-game font, making it stand out as a skincare essential designed for gaming enthusiasts.
According to Ogilvy Canada, an estimated 3.3 billion people identify as gamers globally, with around 25% playing nearly 40 hours a week. Professional gamers may spend up to 12 hours per day playing. “To spotlight this invisible danger, we didn’t just launch an awareness campaign — we developed a product to protect gamers’ actual skin,” said Francesco Grandi, Chief Creative Officer at Ogilvy Canada.
Rather than marketing Screen Block as a typical sunscreen, Vaseline and Ogilvy are branding it as a gaming accessory, aiming to resonate with gamers by addressing a specific lifestyle concern often overlooked. While sunscreens for outdoor athletes like cricketers and footballers are common, Vaseline is currently the only brand offering a product tailored for online gamers.
Though other skincare brands such as Aqualogica, Dot & Key, and Brinton claim to shield users from UVA, UVB, and blue light, none market their products as specifically for gamers.
The global sun-care market, valued at $14.90 billion in 2024, is projected to grow at a CAGR of 5.35% through 2032, according to Fortune Business Insights. Europe currently leads the market with a 30% share, while the Asia-Pacific region is emerging as the fastest-growing area.
To engage the gaming community in Asia, Vaseline collaborated with micro-influencers in the gaming scene. These influencers received Screen Block kits and introduced the product through unboxing videos and live-stream tests, thereby spreading awareness. The campaign also included interactive gaming events across Thailand, giving players the opportunity to try the product firsthand. Screen Block is now available for purchase in the Philippines via TikTok Shop.
Setting itself apart from traditional sunscreen promotions, the campaign also partnered with Umi Games — a platform known for immersive brand experiences within Fortnite. Vaseline’s Screen Block was integrated into Fortnite’s Go Goated game mode, creating a memorable brand presence in the virtual world.
With screen time at all-time highs and continuing to rise, safeguarding skin from blue light may become a vital part of skincare — not just for gamers but also for office workers and students alike
