In May 2021, a TikTok creator named Carly Joy went viral when she sang the praises of how personal care brand Eos’ shave cream was her secret weapon to achieving a “smooth-ass hoo-ha.” 

“You need this sh*t,” she raved. “It’s an absolute blessing. You can dry shave with this. That’s f*cking saying something.”

While many brands might have shied from the NSFW homage, Eos, along with agency Mischief @ No Fixed Address, embraced the moment and rewarded Carly Joy with a special line of "Cooch Blessing" creams bearing her colorful language and instructions on how to shave down there. She went on to unbox them in another video for her 150K-strong audience, earning millions of views. 

Fans naturally wanted in on the action, so Eos turned the bespoke line into real consumer products that flew off the virtual shelves. Though the limited run sold out quickly, it had larger effects on the overall brand, leading to massive increases in both Eos website visits and the brand's Amazon ranking and 150,000 shave cream bottles sold within a week. The effort doubled the growth of the brand’s entire shave cream category and helped propel Eos to become the No. 1 shaving cream brand for both women and men at Target—that is, until those sold out as well. 

The Creative Marketing Jury praised the effort, calling it an exemplar of modern-day marketing and brand bravery. “The insight, the guts, the social media use, everything about it was great,” said jury member Kathleen Hall, Microsoft corporate VP of brand advertising and research.

“It’s an amazing example of consumer centricity,” added juror Tanja Grubner, global marketing and communications director at Essity. “They tested it, they learned from it and then they scaled it. It not only generated buzz, but it delivered for the brand.”