eos: Bless Your F*ing Cooch
eos challenged Mischief @ No Fixed Address to capitalize on an organic viral TikTok moment. The brand needed to transition from a millennial lip balm company to a Gen Z personal care leader. They sought to drive massive sales for their shave cream by authentically engaging with a younger audience that rejected traditional, sanitized beauty standards and corporate marketing speak.
Creative Idea
Printed a TikToker's profane, viral shaving instructions verbatim onto limited-edition product packaging.
eos transformed a viral TikTok tutorial into a limited-edition product by printing the creator's unfiltered, profane instructions directly onto the packaging, validating raw consumer language to turn a $4 shave cream into a Gen Z cult favorite.
Creative Strategy Deconstructed
Company
eos possessed a high-quality, affordable shave cream and a brand voice agile enough to embrace unfiltered, profane creator content.
Category
Shaving brands typically use clinical language and polite imagery, showing women shaving already-hairless legs in sanitized, blue-tinted environments.
Customer
Gen Z consumers were tired of the pink tax and corporate euphemisms for intimate grooming, seeking honest, effective, and affordable solutions.
Culture
The TikTok Made Me Buy It phenomenon and the platform's preference for raw, unpolished authenticity over high-production brand advertisements.
Company
eos possessed a high-quality, affordable shave cream and a brand voice agile enough to embrace unfiltered, profane creator content.
Category
Shaving brands typically use clinical language and polite imagery, showing women shaving already-hairless legs in sanitized, blue-tinted environments.
Strategy:
Monetize organic subculture rituals by institutionalizing raw consumer vernacular as official brand identity and physical product.
Customer
Gen Z consumers were tired of the pink tax and corporate euphemisms for intimate grooming, seeking honest, effective, and affordable solutions.
Culture
The TikTok Made Me Buy It phenomenon and the platform's preference for raw, unpolished authenticity over high-production brand advertisements.
Strategy:
Monetize organic subculture rituals by institutionalizing raw consumer vernacular as official brand identity and physical product.
Results
The campaign achieved over 700 million earned impressions and a 2,500% increase in website visits. It became the #1 shave brand on TikTok and was named a Top Culture Driver of 2021. The brand sold 150,000 bottles as a direct result of the campaign, and eos' entire shave cream category doubled in growth compared to the previous year.
700M+
earned impressions
2,500%
increase in website visits
2x
growth in shave category
Strategy Technique
Create a Ritual
By printing the viral phrase on packaging, eos transformed a routine shave into a shareable, rebellious act - solidifying a ritual. This amplified the product's appeal, making it a must-have for Gen Z seeking authentic self-expression.
Explore Technique
Creative Technique
Turn Message into Product
The campaign literally turned a creator's viral monologue into a physical, limited-edition product. By using her verbatim instructions as packaging copy, the brand transformed social content into a tangible commerce engine.
Explore Technique
Craft Breakdown
The campaign's brilliance lies in its radical authenticity, choosing to embrace raw, profane consumer language rather than corporate sanitization. This bold copywriting and design choice transformed a viral moment into a tangible, high-demand product.
The decision to use 'cooch' and 'hooha' directly on the packaging broke traditional category norms and mirrored the audience's voice perfectly.
The packaging design seamlessly integrated the creator's viral instructions into the brand's existing visual identity.
The synergy between the organic social media content and the physical product design created a feedback loop that felt genuine to the TikTok community.
The Instructions That Turned 3,000 CMOs Into Hooha Screamers
From Viral Insight to Prototype in 72 Hours
When creator Carly Joy posted her unfiltered shaving tutorial, eos and Mischief @ No Fixed Address bypassed traditional corporate approval cycles to move from social listening to physical production in just 72 hours. The team leaned into the "spicy candidness" of the original video, replacing standard corporate usage directions with Carly’s verbatim, profanity-laced instructions. This agile approach required a rapid pivot of the brand's supply chain to transition a single-batch PR stunt into a full-scale product line to meet overwhelming consumer demand.
The 2,500 Percent Sales Surge
The campaign achieved massive scale on a budget under $500,000, generating over 700 million earned impressions. The impact on the bottom line was immediate: orders on the eos website increased 25-fold (2,500%), while traffic to the shaving section spiked by 450x. On Amazon, the product’s ranking skyrocketed from 300,000 to 15,000 almost overnight. By the end of the push, eos had become the #1 shave brand for both women and men at Target, effectively doubling the growth of the brand’s entire shave category.
De-stigmatizing the Pube Campaign
Beyond the metrics, the "Bless Your F*ing Cooch" campaign signaled a shift in the "TikTok-to-Product" pipeline. It broke the "polite and precious" tropes of women’s grooming ads - which historically showed women shaving already-hairless legs - to normalize raw conversations about pubic hair. CMO Soyoung Kang noted the irony of presenting KPIs for the "pube campaign" to industry peers, famously leading a room of 3,000 suit-wearing executives in a "HOOHA!" chant during the ANA Masters of Marketing conference to celebrate the brand's new Gen Z cultural relevance.
