Skincare model Eos has discovered success reaching Gen Z ladies with daring campaigns that break magnificence advertising and marketing tropes. Now, it’s trying to do the identical in a brand new class because it branches out into males’s shaving merchandise.
Eos has unveiled the “Unmanhandle Your Face” marketing campaign, created by company of document Mischief @ No Mounted Deal with, to assist the launch of its UltraProtect shave cream line. Two advertisements lambast the stereotypes usually perpetuated by present model leaders in males’s shaving.
The 30-second spots will run throughout social, paid digital and OTT, together with Netflix. “Gorilla Combating” exhibits a consumer selecting a package deal of Eos off the shelf, solely to have it swatted out of his hand by a person who insists he use a shaving cream that may “make you man sufficient to combat a gorilla.” His boast is instantly disproven when a gorilla bursts via the cabinets, slugs him after which offers the product again to the patron.
“Smells Like Bros” mocks the scents of different males’s merchandise by combining them with toxically masculine traits. The identical antagonist promotes his model of selection by saying it has “notes of whiskey and lumber with undertones of speaking over folks” and that it “smells like mahogany and telling chicks to smile extra.” The patron is relieved to be handed the package deal of Eos by a lady working on the retailer.
“The boys’s skincare class is already saturated with exaggerated hyper-masculinity,” Mischief affiliate artistic director Tanner Thompson stated in a press release. “There are many merchandise for males with excellent jawlines and hovering crypto investments. However what concerning the regular guys who truly name their mothers again and don’t make vests their persona? The fellows who simply need a good, moisturizing shave cream? This marketing campaign, and this new product, is for them.”
Branching out into males’s shaving
The corporate determined to broaden its product traces after seeing development in ladies’s shaving and discovering that many male customers have been already utilizing its female-focused merchandise for delicate pores and skin, Eos chief advertising and marketing officer Soyoung Kang instructed Adweek.
“Eos accounted for over half of the ladies’s class development in 2022, which created inner and exterior pleasure to enter the lads’s class,” Kang defined. “We’ve at all times been curious about increasing to incremental audiences, as a result of the Eos model promise is common: making on a regular basis routines extra superior.”
The advertisements emphasize the moisturizing qualities of the model, which contains shea butter for hydration and aloe to appease pores and skin. UltraProtect is available in three varieties: Contemporary Woods, Blue Surf and the fragrance-free Delicate.
