What a TikTok Experiment Taught EOS About Taking Risks, Even in Tough Times

Skin care brand’s bold approach to marketing, cultivated around community, is here to stay

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Skin care brand EOS took a gamble last year when it based an entire product and marketing strategy on a video from TikToker Carly Joy (@killljoyy), which enlightened women across the world in how to “bless your fucking cooch.”

The viral clip offered detailed instructions on how to conduct a smooth bikini shave to achieve “one smooth-ass hooha.”

The secret according to Joy? EOS Shea Better shaving cream.

The brand quickly jumped on the buzz, releasing a “Bless Your F*ing Cooch” limited-edition line in collaboration with agency Mischief @ No Fixed Address, using Joy’s candid instructions.



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