eos brought their personal care brand to the streets of NYC last month, in an activation to promote the launch of its new Crème de Pistachio 24H Moisture Body Lotion.
The event featured immersive activations designed to offer first-hand experiences to consumers that let them engage with the brand in a larger-than-life setting and get their hands on the products.
“At eos we are all about delight and experience and we really just wanted to bring a cooling, in the middle of this hot summer, experience to our community, so we set up this activation to celebrate the launch of our newest fragrance: Crème de Pistachio,” Soyoung Kang, CMO of eos, told Brand Innovators on site at the event.
Experiential activations have been on the rise these days as brands look for ways to engage with audiences in person, who will also likely share their experiences on social media. The event featured products, eos branded cold water, scent-themed ice pops and even a lotion bottle mascot. It reflects eos’ broader strategy to deepen consumer connections by providing real life experiences.
“We are a brand that grew up really and launched in the era in the emergence of social media,” added Kang. “We wanted to be able to take this opportunity as our brand continues to grow to bring that magic to real events and actually experience a connection with our real consumers and fans.”
Eos worked with creative marketing and communications agency SHADOW, on the IRL Event.
“Together with eos, we set out to create a sensorial, flavor-first experience that heroed Crème de Pistachio while showcasing the brand’s full gourmand lineup,” said Jamie D’Attoma, executive vice president & partner at SHADOW.
“Flavor and fragrance have always been central to eos’ storytelling, so we let those elements shape the experience from start to finish,” D’Attoma continued. “From a Popbar cart inspired by the indulgent scents of the collection to immersive product trials that invited guests to engage through scent and touch, every detail was intentional. Taking into account the season and setting, our frozen ‘chill cube’ served as a standout centerpiece—paired with a pistachio-scented misting station at the entrance, giving guests a fun and refreshing way to cool off and chill out on a hot summer day.”
