BACKGROUND:

eos products are incredibly popular with Millennial women, but we were after a younger target— 18–24-year-old women with an interest in personal care and beauty products. This target craves a more authentic conversation about their personal care. But the stigma surrounding women’s body parts and hair has always been taboo. According to a recent YouGov study, approximately 70% of women prefer to groom their pubic hair, yet the women’s shave category rarely addresses it. Terms like “sensitive areas” or “bikini” or “down there” are used in place of direct, non-stigma-laced language.

CREATIVE CHALLENGE:

Brands play a significant role in perpetuating this stigma, and we wanted to break that cycle. This insight became key in how eos engages in shaving products for young women, starting with a product made specifically (and safely) for pubic shaving. It wasn’t enough to create a product, though—we needed to build an environment where young women could freely talk about their bodies.

Fortunately, our target had already done the heavy lifting. Social feeds are filled with body, grooming and sex positivity in direct opposition to the stigmatized culture that surrounds female hygiene. Engaging in those conversations every day, eos saw the opportunity to help break this stigma, but didn’t want to pander or appear inauthentic. We needed a connection to the conversation. And just like that, serendipity struck.

SOLUTION:

Early in 2021, a TikToker named Carly Joy blessed the internet with a detailed tutorial on how to “bless your f*ing cooch” with eos shave cream11. Her organic viral video opened the raw, unfiltered conversation about this ‘taboo’ subject. Through active community management, we spotted Carly’s original video spreading like wildfire on TikTok. This was the opportunity to validate a conversation that needed to be had. While most brands would shy away from her candidness, we celebrated it.

The idea was more YES. Yes to real talk, yes to detailed instructions and yes to normalizing conversations about regular hair on a regular part of your body.

EXECUTION:

We created an official line of Cooch Blessing Cream, complete with Carly Joy’s verbatim instructions on how to achieve a “smooth-ass hooha.”

We sent the single-batch product Carly Joy’s way within days. Once received, she shared an unboxing video to her followers. Carly Joy’s videos were showered with adoration from fans practically begging to try the newly minted Cooch Blessing Cream. Who would we be to disappoint? Once we were officially collaborating, we expanded the campaign to include:

Four other like-minded, real-talk influencers, who gave their own spins on how to bless one’s cooch

Paid social media featuring Carly Joy’s and the other influencers’ content

Press outreach, with kits featuring custom Cooch Blessing Creams

Earned media-driving social giveaways and contests

Email marketing support

Launching an actual, official, purchasable product, which sold out immediately

Our TikTok feed was flooded with young women confidently (and proudly) discussing their feminine hygiene practices. And, of course, still trying to get their hands on a must-have bottle of Cooch Blessing Cream.