Body brand eos knows the power of little sisters. The brand recruited these harsh critics to promote its new line of Cashmere body wash.
The brand decided to partner with real Gen Z brand fans and surprised them with unfiltered reviews of the products from their Gen Alpha siblings, to illustrate that even these young critics like the new product.
“To highlight how irresistible our fragrances are, we decided to put them to the ultimate test: little sisters,” said Soyoung Kang, chief marketing and innovation officer at eos. “We conducted consumer research that showed siblings to be the least likely people in your inner circle to compliment your fragrance, so we aimed to prove that eos Body Wash could please even these harsh critics. All of the interactions between sisters in the Harshest Critics campaign are unscripted and authentic reactions, and they demonstrate just how elite eos fragrances truly are.”
The campaign, which kicked off at the Super Bowl, marking eos’ first-ever Big Game ad, with a regional TV ad in nine markets. “From the beginning, as we worked on our marketing and our launch strategy, our mandate was to launch with the biggest bang possible,” explained Kang. “Given the timing of the launch in early February, securing a Super Bowl spot was at the top of the list. Our Super Bowl debut in nine key markets kicked off a multi-pronged national media strategy – spanning TV, social, digital, and retail activations – that will roll out over the coming months, with the singular goal of driving awareness of our new, exciting Cashmere Body Wash collection.”
The brand followed up the game day spot with the “Perfect Match Creator” campaign featuring organic fans of the brand including Love Island star Leah Kateb, beauty guru Jackie Aina, Serena Kerrigan among others.
“For The Perfect Match, our creators elaborate on their experiences with both finding the right way to layer fragrance and achieving the perfect level of hydration and moisture,” said
Carley Caldas, eos’ VP of brand marketing + media. “We always love working with our creator partners, but these initiatives were especially fun because the partners were already genuine brand fans and were excited for each of the product launches. Seeing their real enthusiasm about the products come through in every step of the process was incredibly rewarding.”
