This month, beauty and personal care companies, including Dove, Sephora Canada, and Vaseline, announced campaigns across sports, social media, educational, and community spaces, signaling continued investment in experiential marketing, activations, and consumer engagement in 2026.
Sol de Janeiro launches January beauty campaign focused on self-talk and self-celebration
Sol de Janeiro announced a January marketing campaign titled Inner Monologue, Rewritten, positioning the initiative around reframing self-talk as part of a seasonal reset for consumers.
The campaign features comedian Meg Stalter and actress Jaz Sinclair to support the brand’s latest launch of Rosa Charmosa Dewy Cream and Cheirosa 91 Perfume Mist, with distribution centered on Sephora and the brand’s DTC platform.
“Our inner voice can be our biggest critic or our biggest fan,” said Heela Yang, co-founder and CEO of Sol de Janeiro, in a press statement, and “this campaign is about choosing celebration, catching yourself in those quiet moments and meeting them with kindness and laughter.”
According to the company, the campaign draws on the meaning of the brand’s name, translated as “Sun of January,” and is designed to align emotional storytelling, talent partnerships, and product visibility during a period when beauty brands often emphasize renewal-focused messaging.
Vaseline activates winter sports partnership with Beau Allen in Philadelphia
Vaseline rolled out a January marketing initiative in Philadelphia centered on cold-weather skin protection in partnership with retired football player and local fan Beau Allen.
The campaign positioned Vaseline Original Healing Jelly as a game-day skin barrier solution, combining in-person engagement at Lincoln Financial Field with community donations through the Vaseline Healing Project.
“Spending time outdoors in cold weather can be tough on skin, and that’s something Philly fans understand well,” said Kate Godbout, head of Vaseline brand, North America, in a media release. “The energy of this community made it the perfect place to bring this Vaseline hack to life — combining game-day passion with Vaseline’s long-standing commitment to helping protect skin from dryness and supporting communities beyond the season," she added.
As part of the initiative, the brand distributed products to fans during the Philadelphia Eagles’ final regular-season home game and donated more than 1,000 Vaseline Winter Healing Kits to local organizations.
Dove returns Hot Seats platform with Recording Academy partnership for 2026 Grammy Awards
Dove announced a January marketing initiative tied to music culture with the return of its Hot Seats platform and a new official partnership with the Recording Academy ahead of the 2026 Grammy Awards. The activation is built around the company’s recently launched Whole Body Deo product and offers fans access to live music experiences throughout the year, including the chance to win seats at the Grammy Awards in Los Angeles through a sweepstakes-driven initiative.
According to the brand, the campaign will launch with a January sweepstakes activation and will be supported by social content and advertising tied to the Grammy Awards broadcast.
“Fan engagement is the ultimate cultural currency, and Hot Seats proved it in year one,” said Kevin Tolson, head of Dove & SheaMoisture deodorants at Unilever, in a press statement, “with 95% of young adults craving real-world experiences that tie back to what they love online, we’re taking it up a notch in year two by scaling the program to turn those out-of-reach moments into real fan access.”
First Aid Beauty named official skincare partner of Team USA for Milano Cortina 2026
First Aid Beauty announced a January marketing partnership naming the brand the official skincare provider for Team USA at the Olympic and Paralympic Winter Games Milano Cortina 2026.
As part of the activation, the brand will provide athletes with its Ultra Repair Cream and feature Olympic snowboarder Jamie Anderson and Paralympic cross-country skier Sydney Jo Peterson as brand representatives throughout the Games.
“We could not be more proud to sponsor Team USA at Milano Cortina 2026, and this partnership is especially meaningful as it marks our very first collaboration in the world of sports, supplying Team USA with our most protective, hydrating skincare feels like a natural alignment as we enter this exciting new era,” said Catherine D’Aragon, CEO of First Aid Beauty in a press statement.
The partnership represents the brand’s first Olympic and Paralympic Winter Games activation under parent company Procter & Gamble and coincides with a broader rebrand and the launch of a limited-edition Dry Skin Rescue Kit across Sephora, Amazon, and the brand’s direct-to-consumer platform.
Sephora reopens Sephora Squad Canada creator program for second year
Sephora announced the return of Sephora Squad Canada for January, reopening applications for the creator program as part of its ongoing marketing and community engagement strategy in the Canadian market.
The initiative will select ten creators from across Canada to participate in content creation, brand collaborations, mentorship, and networking opportunities, with the new cohort scheduled to be revealed in spring 2026.
“The response to our first year of Sephora Squad Canada reinforced what we’ve always known – Canada is home to an incredibly talented and diverse creator community,” said Allison Litzinger, SVP, marketing at Sephora Canada, in a press statement.
“As we build on that momentum, we’re continuing to invest in creators whose voices embody our values and our belief that everyone belongs in beauty,” she added.
According to the retailer, applications will open January 19 and are available to Canadian-based creators aged 18 and older who produce beauty-focused content across platforms, including Instagram, TikTok, and YouTube.
HYDRINITY expands Hyaluronic Acid Month with new body and retinal launches
HYDRINITY Accelerated Skin Science announced the return of Hyaluronic Acid Month for January, marking the second year of the educational marketing initiative focused on hydration science and hyaluronic acid awareness.
The 2026 activation aligns with the brand’s expansion into body care through the launch of ENCORE Body Hydrator and the debut of RetaXome Daily Retinal Hydrator, extending its Supercharged Hyaluronic Acid platform into new categories. “Year two of Hyaluronic Acid Month represents an exciting evolution for HYDRINITY,” said Keith O’Briant, CEO of HYDRINITY Accelerated Skin Science, in a press release.
Throughout January, the brand will support the campaign with educational content, provider engagement, and promotional activity, including a Hyaluronic Acid Month sweepstakes across its social platforms aimed at driving awareness across both professional and consumer audiences.