Eos and its agency of record Mischief @ No Fixed Address are known for pushing boundaries in marketing, whether by launching a limited edition “Bless Your F*ing Cooch” shaving cream or taking aim at toxic masculinity with its expansion into the men’s category. But its latest effort had the brand wondering if they’d gone too far.
The beauty brand’s new campaign, titled “Skin So Soft Even Soft Things Think You’re Soft,” launched Wednesday to promote its Shea Butter 24-hour moisture shave cream. One spot shows a woman sitting on her couch with her dog, explaining that the product has made her skin so soft the pooch now wants to pet her.
The other shows an anthropomorphic fox observing that while humans often want to wear its fur as a coat, people shaving with Eos have skin so soft they, too, make lovely apparel. A live woman is shown draped over the fox’s shoulders and notes that she’s getting college credit for the odd gig.
“Some may look at our shave cream marketing and think it’s too risky. But in reality, the riskiest thing a marketer can do is spend big money on wallpaper that’s ignored,” Eos chief marketing officer Soyoung Kang told Adweek. “The one-two punch of Eos’ product performance and our bold, unignorable marketing is driving real business growth.”
A delicate balance
The original idea for the campaign had more in common with the 1991 horror film The Silence of the Lambs.
“We started thinking about all of the weird people or things that would be happy about how soft humans are becoming,” Mischief associate creative director Dana Buckhorn told Adweek. “After going down several horrifying paths (serial killer skin lamps was an immediate no), we landed on the right amount of weird.”
The campaign will run throughout the summer, with 15- and 30-second versions of the spots appearing on YouTube and streaming on CTV.
CREDITS:
Eos Brand Team
Chief marketing officer: Soyoung Kang
VP brand marketing and media: Carley Caldas
Creative director: Demi Ngai
Senior brand manager, content & social: Kirby Reynolds
Mischief @ No Fixed Address
Co-founder and CCO: Greg Hahn
Partner & executive creative director: Bianca Guimaraes
Partner & executive creative director: Kevin Mulroy
ACD: Dana Buckhorn
ACD: Tanner Thompson, ACD
President & partner: Kerry McKibbin
Managing director: Tyler Harris
Account director: Kelsey Brown
Account executive: Deven Sportelli
Head of strategy: Jeff McCrory
Strategy director: Brittany Dow
Partner & head of development: Oliver McAteer
EVP production: Will Dempster
Producer: Danielle Balanov
Production: Biscuit Filmworks
Director: Clay Weiner
Partner/managing director: Shawn Lacy
Executive producer: Holly Vega
Producer: Kirsta Teague
Head of production: Sean Moody
Director of photography: Adam Marsden
Production designer: Zazu Myers
Wardrobe stylist: Georgia Groom
Hair & makeup artist: Cristina Rubiales
SERVICE CO – OPC
Executive Producer: Isil Gilderdale
Executive Producer: Harland Weiss
Executive Producer: Donovan M. Boden
Post: Mackcut
Editor: Nick Divers
Assistant editor: Molly Dollinger
Asst Producer: Kayla Robinson
Producer: Gina Pagano
Finishing: Zero VFX
Executive VFX producer: Meg Bailey
VFX producer: Jack Swanson
VFX supervisor: Robby Geis
Jr VFX supervisor: Steven Spady
Flame artist: Mark L’Heureux
Compositing lead: Julia Bellinger
Color:
Colorist: Elliot Powell
Audio: Wave Studios
Sound design/mix: Isaac Matus
Mix: Austin Ferreira
Executive producer: Vicky Ferraro
Producer: Eleni Giannopoulos
