EOS: Bless Your F*Ing Cooch

Jeff McCrory, Jimmy George

Personal hygiene brand eos ran a paid social media campaign to drive sales and awareness of its new women's shaving cream to a Gen Z and young millennial audience in the United States.

Campaign details

Brand: EOSBrand owner: EOS Entrant company: Mischief @ No Fixed Address New YorkIdea creation: Mischief @ No Fixed Address New YorkMarket: USASector: Shaving productsMedia channels: Competitions & contests, Email marketing, Merchandise & free gifts, Online video, Social media, Word of mouth, influencersBudget: No budget

Executive summary

Young women don’t see themselves in the sea of sameness that is the personal care category. Smiling, oddly-happy-for-reasons-that-aren't- completely-clear portraits of women shaving and grooming is removed from the reality most women experience. It’s a category dominated by outdated stereotypes and...

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