Soyoung Kang knows the difference between being reckless and taking a risk. As chief marketing officer of Eos Products, she researched TikTok as a marketing channel for nearly a year before running a campaign, a strategy that has panned out as the body care brand continues to gain attention for taboo-tackling work such as its recent award-winning “Bless Your F*ing Cooch” work. That campaign earned more than 700 million impressions and helped sell 150,000 shaving creams in a week. Eos reserves between 10% and 20% of its marketing budget for new and emerging marketing platforms.
“Where we’ve taken risks, we haven’t blindly leaped off a cliff—we’ve gotten comfortable with the level of risk we are taking in an incremental way,” said the Korean-born Kang, who grew up in Philadelphia. It helps that Kang, who earned her marketing chops at brands including Bath & Body Works ahead of joining Eos four years ago, trained as an architect.