Cannes Lions Festival - Brand Quest

The track that interested me most at the Cannes Lions Festival was the Social and Influencer track. A brand that I like that submitted work in this section was EOS. EOS is a lip balm and skincare company that is known for having products that are all-natural, hydrating, and moisturizing. Their best-selling products are lip-balm and shaving cream. EOS has many different competitors including ChapStick, Sun Bum, Blistex, Cremo, and Burt’s Bees.

EOS submitted a piece called “Bless your F*ing Cooch” that won a silver lion in the social and influencer category. This campaign was highly successful because it started organically. A TikToker made a video about how EOS’s shaving cream is a great product for shaving your Cooch. Her viral quote in the video was, “Bless your F*ing Cooch”, in regards to using EOS shaving cream. After this video went viral, many women bought the product to test it out for themselves and continued to make Tik Toks about the shaving cream.

EOS saw the traction the video was getting and sent the original creator of the trend; a bottle of their shaving cream that had the special title of “Bless your F*ing Cooch." She then did an unboxing of the product on her TikTok, and the video went viral again. This time, people reached out to EOS to ask how they could get a bottle with the viral quote on it. After all of the positive feedback and inquiries about the product, EOS decided to release a limited edition bottle with the quote on it, which sold out. Causing all who bought the limited edition shaving cream to make TikToks about the product because of its funny and exclusive nature.

I think this campaign was successful because EOS found a way to talk about a taboo subject in a fun and interesting way. They were able to change consumer behavior regarding how women think about shaving, which is impressive because shaving has been around for a long time, and it is a ritualistic habit for many people. EOS was also able to engage and create a community of women who are and were curious about shaving different areas of their bodies that aren't talked about. With all of these elements put together, EOS earned 700 M+ impressions, a 450x increase in website views, and sold 150,000 shave cream bottles in a week.