Piggybacking off the success of their beloved women’s shaving products, eos was entering the men’s shaving category for the first time. But the category was already saturated with tired tropes of hyper-masculinity. There’s no shortage of spokesmen ready to tell you about how manly their product will make you. Our task was to launch eos’ first men’s shave cream in a way that disrupted the entire category and differentiated the product. More moisture. Less gimmicks. A good product for good dudes who actually call their moms back and don’t make vests their personalities. Because after all, why listen to tech bros who know business when you can listen to scientists who know skincare?

A cocky stereotypical shave cream spokesman interrupts a normal man as he’s shopping for shave cream. He asks if he wants “a shave cream for bros,” to which the man tries to respond that he “just wants a good product,” but is quickly interrupted by the Shave Bro entering an obnoxiously un-self-aware monologue of all of the “cool” bro-y things that his shave cream smells like. It has notes of whisky with undertones of talking over people. Sawdust and not dealing with criticism very well. Mahogany and telling chicks to smile more. Not contributing to the group project. Cutting off a school bus. Throwing coins at poor people. He. Just. Keeps. Talking. And not about the quality of the product. As he rambles on, an employee hands our confused shopper a tube of actually moisturizing eos shave cream with all of the good stuff and none of the dude stuff.

Eos’ key message pull-through with the press was immediate and 100% overall coverage to date. The brand films had successfully conveyed the product’s stance—anti-toxic masculinity and against category tropes and conventions consumers have been exposed to for decades. By telling the world who we are not, people were able to relate to who we are.

Within the first week of launch we had more than 50M media impressions for key publications which told the business and brand positioning story we sought, including from Glossy and all ad trades.

The early reaction has been 100% positive/neutral across key social channels.