- Skincare brand eos has launched a new campaign featuring voice over by Cardi B and collaboration with creators including Emily LulaMay, Funmi Monet, Anayka She, Madeleine White Fedyk, and The Goddess Boys.
- The “Just Make Scents,”effort promotes eos’s “Fragrance Trifecta” – a 3-step routine featuring body wash, lotion and mist. As part of the effort, the brand is selling creator-curated Fragrance Trifecta bundles.
- The campaign is running on social, YouTube, streaming, creator channels and eos-owned platforms.
Eos has built its brand by focusing on the community and this effort comes out of that connection. The brand identified a 125% increase in conversations around “fragrance layering” on TikTok and in beauty communities and leaned into the feedback with this new campaign.
“Consumers have been layering and mixing their favorite eos body care products for years to create their own personalized scent routines and we wanted to celebrate that behavior and bring it to life in a bigger way,” said Carley Caldas, senior vice president of marketing and creative at eos.
“Partnering with Cardi and three creators who genuinely live this ritual was a deliberate choice. These are not creators who simply amplify a message,” she continued. “They are people who actually layer scents every day, and that authenticity is what gives the campaign its credibility. We wanted to spotlight fragrance layering not as a trend we were chasing, but as a behavior that eos helped pioneer. Accessible, layerable scent is a category we own. This was about making that visible.”
Caldas added that the “Just Make Scents” is an expression of what eos has always stood for – sensorial, feel-good body care that people actually build into their lives.
“As we continue to expand into fragrance-forward categories, this campaign reinforces our role in shaping how consumers think about scent beyond traditional perfume,” said Caldas. “The Fragrance Trifecta started with our community. Our fans were already building their own scent combinations using eos products. We saw that, named it, and scaled it. That is what a brand platform should do. It should take real consumer behavior and give it a bigger stage.”
