As a challenger brand within the intensely competitive women's shaving category, eos is outspent 16:1 by major brands. eos succeeds by challenging category conventions to speak to a younger target that doesn't see itself represented in "mainstream" brands.

To win with this target, eos listens to them. In 2020, eos identified pubic shaving as a true pain point for women and not a topic brands had addressed in a real or helpful way. eos invested in R&D to offer a revolutionary new product feature for their shave cream/leave-in moisturizer—gynecological approval for pubic use.

While looking for ways to promote this incredible feature, a loyal eos customer…kind of did our job for us. Her unbelievably entertaining, fun, and yes, informative product review took off in social—and we jumped on it. Brands talk about being able to move at the speed of culture. This is what that looks like.

TikToker Carly Joy blessed the internet with a tutorial on how to “bless your f*ing cooch” with eos shave cream. Her organic viral video opened up an unfiltered conversation about a taboo subject that we happen to care deeply about. While most brands would shy away from her spicy candidness, we wanted to celebrate it and keep the conversation going. We teamed up to launch a limited-edition line of Cooch Blessing Cream, complete with verbatim instructions on how to achieve a “smooth-ass hooha.”

We sent a package of the limited-edition line Carly’s way. She shared an unboxing video to the tune of millions of views. Fans showered Carly’s videos with adoration and were practically begging to get their hands on the newly minted Cooch Blessing Cream.

We converted this ultra-limited run into a proper product line and printed enough bottles to go around. The product line sold out immediately.

Our strategy was anchored in the insight that women everywhere are using eos’s shave cream on their nether regions, but there’s a taboo around this conversation. eos is in the taboo-smashing business. The key message showcased how eos is leading the charge in breaking taboos around how we talk about caring for our bodies.

The social conversation was megaphoned by Gen Z, who already have these conversations on social and behind closed doors.

Our approach focused on Gen Z women, who were plentiful among Carly’s followers. The bespoke cooch cream was created and shipped to Carly in just three days.

Once Carly’s reaction video to our custom shave cream picked up traction, we quickly followed with a series of TikTok influencer posts from women who also received the product. Organic social posts across all eos channels went live in tandem.

To take advantage of the fleeting moment, we executed this project in turbo mode. Within days of Carly Joy posting her original video, we produced a limited-edition batch of Cooch Blessing Cream. To catch her attention and get her in on the idea, we used one of TikTok’s native features and dueted her original video to show her the product we had made for her. Shortly after, the contract was finalized and she posted her unboxing video with the newly minted Cooch Blessing Cream for her 1.1MM followers and our potential consumers. To keep the conversation going, we brought in the voices of four other TikTok influencers to discuss other tips and tricks for cooch shaving. No other paid media was needed.

??Not only did the campaign garner hundreds of millions of earned impressions—it moved product. In a single week, eos sold ~150,000 bottles of shave cream—a new record for the brand more than doubled the brand’s previous record of ~73,000 bottles in a single week.

The campaign was so successful that it doubled the entire women’s shave category growth rate, which rose from 4% to 8%, during the quarter that it ran. eos alone saw a quarterly growth rate of 59% during the campaign window, until total inventory depletion in late Q2. We saw an astounding 450X increase in website visits as a result of the campaign.

After stock replenished, eos saw sales growth continue through the end of year. eos’ shave business accelerated growth by 2X from pre-campaign to post-campaign. Most of all, the campaign-featured product became—and remains—the #1 SKU in the entire shave category.