Everyone in the world has pubes, and yet no one ever talks about how to care for them. And since Eos shave cream is dermatologist-approved skincare for anyone and anywhere, we set out to start normalizing the concept of pubes. At the same time, we realized that repurposing hair waste is a great way to help the environment. So we wanted to kill two birds with one stone by 1. Getting people talking about pubes and how to care for them and 2. Raising awareness of how your hair waste can help save the earth.

We want you? To send us? Your pubes?

Pretty much, yeah. Hair is an effective, biodegradable tool for reducing soil erosion, a problem that’s having catastrophic effects on our planet. At the same time, hair waste has become a whole environmental issue of its own. Meanwhile, here we are, quite literally washing our pubes’ potential down the drain. So we figured it was about time we destigmatize the topic of pubic hair and start treating it like the precious renewable resource it is. We teamed up with Matter of Trust, a non-profit specializing in using repurposed hair to help the environment to create our pube donation program that came with a free tube of eos shave cream to help you finish the job down there. So now, when you shave your bush you can also help grow a new one.

As a shaving cream brand, we spend a lot of time thinking about hair removal. But what we hadn’t thought of before was how that hair can help the planet. We were in a unique position to spread the word about how your pubes– and all kinds of hair– can be put to good use. But in a world that has become inundated with corporate messaging about environmental causes, we were well aware that it could feel like more white noise. We needed our message to cut through the masses if it was going to make an impact on the earth. We set out to disrupt with purpose in order to get the word out about this no-brainer solution. And on our mission to help the planet, we were able to do what we do best and tackle yet another taboo– this time the one around pubic hair.

We created an animated film that lived on social and was reinforced by many social posts and TikToks that educated people on all of the other kinds of ways they can use hair to help the planet. All content directed consumers to PubesForThePlanet.com where they could learn more about soil erosion, repurposing hair and our partners at Matter of Trust. They could claim a biodegradable pube parcel with a prepaid shipping label so they could send their pubes to Matter of Trust. Each pube parcel came with a free tube of eos shave cream so they could get a smooth shave after trimming off their donations. With no paid media behind the idea, we leaned on earned media to get the word out.

In total, the campaign garnered over 113 million impressions and was written about by 20 different news outlets. All of our pube parcels were claimed immediately for donations to Matter of Trust, our nonprofit partner specializing in repurposing hair waste to help the environment.