Riky Rick. Picture: Nhlanhla Phillips/ANA

In 2017, cosmetic brand Vaseline MEN partnered with local hip hop star Riky Rick and cricket hero Kagiso Rabada to help men #StartStrong as they prepare for greatness. 

This year, the brand will build on that message with an expanded roster of accomplished men who will deepen the conversation and focus on three key values that were uncovered as central to the lives of South African men last year: Heritage, Family and Grooming.

“Hash tag 'Start Strong' continues to speak to modern South African men who are on their path to greatness by celebrating men who honour their heritage, family and grooming, while also adapting to the modern realities of life,” said Bakani Ntaisi, Vaseline Marketing Manager at Unilever. 

“We celebrate and commend men who understand they can be the positive role model to the next generation and men who know their grooming routine is the first ritual every morning that will give them the confidence needed to head out every morning and #StartStrong.”

Menzi Mcunu. Picture: Nhlanhla Phillips/ANA

Vaseline MEN in partnership with Riky Rick, KG and a group of modern South African men will explore and discuss how they can inform the next generation to #StartStrong, so they’re ready to take on the day ahead and stay strong.

SK Khoza. Riky Rick, Slikour and the host Lorna Maseko. Picture: Nhlanhla Phillips/ANA

The new Vaseline MEN Extra Strength Limited Edition lotion was officially launched on Thursday, June 21, at Arts on Main in Maboneng precinct, Johannesburg. In attendance were some of the local stars the likes of Top Billing host Lorna Maseko, The Queen actor SK Khoza and musician Slikour just to name a few.

The campaign will be rolling out on television and digital platforms throughout 2018. Join the conversation by using the hashtag #StartStrong on Twitter and Instagram.

* The Vaseline MEN Extra Strength Limited Edition 400ml lotion will be available country wide from August.