Since launching in 2009, eos has been a leader in the beauty space through a combination of standout products (their iconic spheres of lip balm) and breakthrough marketing (like their recent moment of TikTok virality). In the past year, the brand has also collaborated with Tongal Creators around the world to expand their creative capabilities, resulting in videos like our #eosFlavorlab Scoop Shop series. We had the pleasure of sitting down with Sierra Dennis, Senior Brand Manager for eos, and getting her perspective on digital marketing in the age of virality.
Community vs. Marketing Content
The line between community and marketing has never been more blurry, which is no problem for eos. Sierra explained that community has been at the root of everything the brand has done since its inception, and they’ve combined the two in an integrated strategy that entertains and informs in equal parts. A key element of this is having a deep understanding of their target audience.
eos is religious about social listening and actively monitors comments, DMs, and mentions across TikTok, Instagram, and other channels. They dig deep into qualitative feedback through Zoom sessions with customers and back it up with quantitative analysis around product releases. For the brand’s most engaged fans, there’s even an active Facebook group where people share stories and tips with each other, which is moderated by the eos team. This gives them the ability to spot trends and opportunities for authentic engagement that points people back to the brand and its values.
Bless your F#@%ING Cooch products, inspired by a viral moment on TikTok
That’s why the brand was ready to go when popular TikToker Carly Joy posted a “candid tutorial” about the best way to shave your female parts using eos products. In the video she mentions eos by name and even warns against using other brands, all on the way to 17.8 million views. It’s the kind of thing any brand manager would love to see in their feed. eos felt the impact immediately; the video led to 25-fold growth in website orders and a 450-fold increase in web traffic to their line of shaving products.
That could have been the end of the story, as it is for so many viral moments, but eos was prepared to go all-in and developed a limited edition product line with Carly’s instructions written verbatim on the packaging. They gifted a set of the custom shave creams to Carly, which she promptly turned into another viral video that garnered an additional 1.7 million likes and lots of positive press coverage.
#eosFlavorlab Scoop Shop Collection
One of eos’ most engaging and fun product lines is the #eosFlavorlab collection. Introduced in 2019, the line is grounded in a new irresistible theme each year that pushes the boundaries of flavor creation and curation. One of the big drivers of success for #eosFlavorlab has been partnering with a wide range of influencers and creators to develop content to go along with the new product releases. This year’s theme, #eosFlavorlab Scoop Shop, features delicious ice cream-inspired flavors like Peppermint Fluff and Sweet Peachsicle.
Highest performing Flavorlab scoop shop video
For this latest Ice Cream-flavored endeavor, eos partnered with Tongal to create a suite of videos that supported the core product and resonated with Gen Z and Millennial audiences on TikTok, Instagram, and Facebook. The creators nailed eos’ vision for a cool and nostalgic vibe that works well on social.
Closing Advice for Brands
For every viral video, there are thousands of others that don’t make the same splash. To find these magic moments, brands have to scale content production across multiple channels, creators, and partners in a way that creates something better than the sum of its parts. This involves rapid testing of ideas, not being afraid to push the boundaries and being a little weird from time to time!
eos celebrates National Donut Day video on Instagram.
