Vaseline’s Soft Glow Affair Turned a Valentine’s Mystery Into a Sisterhood Moment
For one week in February, South African social media timelines were quietly hijacked by a question no one could quite answer. Who is “V”?
Creators began sharing unboxing videos filled with flowers, handwritten notes and carefully curated gifts. TikTok theories spiralled, Instagram comments turned into full-blown investigations and searches for “Who is V?” climbed fast. What started as a modern-day Valentine’s mystery soon revealed itself as something bigger and more intentional.
The reveal came at the end of February when Vaseline stepped forward as the brand behind the intrigue, officially launching its Soft Glow campaign and culminating the online courtship with an intimate real-world gathering, The Soft Glow Affair.
Rather than centring romance in its traditional sense, th...