“I’ve always worked in beauty and it's such an intimate experience between a brand, product and consumers,” says Caldas. “When we launched with our lip balms we really disrupted the category, and there’s just something innovative and different about not only the way our products look but the way they feel."
At EOS, Caldas oversees brand content and campaigns such as the NSFW “Cooch” push, which generated 600 million earned media impressions for the brand and doubled growth in the shaving business. Caldas was also behind EOS’ recent flavor lab ad campaign, which promoted a variety pack line of unique flavors including "Watermelon Frose” and “Lychee Martini” on social media sites including TikTok.
A TikTok user herself, Caldas says the platform is where a lot of EOS fans are right now. “It moves quickly and we do too as a brand, so you have to be completely immersed," she says.
If you could have dinner with one person, alive or dead, who would it be and why?
I’m going to go with Mindy Kaling. I have such an admiration for her. I think she is very inspirational. I really value connection with people and in my job, I think I've always been trying to connect brands with people to improve their lives.
What are the top two social media sites you use on a regular basis?
For sure TikTok and Instagram. TikTok is the best rabbit hole to get sucked into. For Instagram, it's become such an important part of marketing initiatives. I was a part of the generation when Instagram was born, and it's where I live both personally and professionally in terms of sharing content.