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Welcome to Ad Age Remotely, a streamed video segment focusing on the issues of the day.

In today's live edition of Ad Age Remotely, Eos Chief Marketing Officer Soyoung Kang joins Assistant Managing Editor Jeanine Poggi to discuss how the maker of the best-selling lip balm helped write the playbook for brands on TikTok and how the role of the social video platform is evolving.

Kang joined Eos in 2018 as its first CMO. Under her leadership, Eos became one of the first brands to invest heavily in TikTok and work with influencers on the app for its marketing. This includes the creation of Flavor Lab, where influencers are tapped to co-create lip balm flavors. 

Kang discusses how TikTok as an e-commerce platform is evolving, the other platforms that Eos is looking to experiment in, and its marketing strategy heading into the holidays.