Fan love on social media can help brands take flight. Perhaps the best-known recent example is when TikTok user Nathan Apodaca rose to fame, alongside Ocean Spray. Now, personal care brand EOS is rewarding one of its TikTok devotees with a new, NSFW, limited edition product line, “Bless Your F#@%ing Cooch.”

Back in February, a TikTok creator known as Carly Joy, aka @killljoyyk, posted a candid tutorial about the best way to shave your lady parts.

@killljoyy

Reply to @_notbrooke_

♬ original sound - carly joy

“For people with female parts out there, I’m about to tell you the secret for how to bless your f#@%ing cooch,” she begins. She then goes on to highlight a key part of the process, EOS shaving cream. “You need this sh*t,” she asserts. It’s an absolute blessing. You can dry shave with this. That’s f*cking saying something.” She continues with a step-by-step breakdown of achieving the perfect shave and even goes so far as to warn against a competitor's product (Summer’s Eve). 

The video went viral (as of today it has 17.8M views), and EOS says it led to a 25-fold increase in orders on its website as well as a 450-fold increase in site visits to its shave category. To honor Carly Joy’s contributions, EOS, along with agency Mischief @ No Fixed Address, created an ultra-limited edition “Cooch Blessing Cream” line that puts her memorable phrases front and center. The whole collection is named “Bless Your F#@%ing Cooch,” and the bottles even come printed with Carly Joy’s directions for achieving a “smooth-ass hoo-hah.”

EOS gifted a set of the creams to Carly Joy, captured in yet another video. Other fans of the brand will be able to score the cream by reaching out to EOS on TikTok through DMs.

@killljoyy

##stitch with @killljoyy ##ad BLESS UR COOCH ##coochblessings @eos

♬ original sound - carly joy

“Carly Joy says our shaving cream is an absolute blessing—but Carly Joy’s the true absolute blessing here,” said Soyoung Kang, CMO at EOS in a statement. “Her raw, unfiltered take on how she gets the smoothest shave ever is being celebrated around the world, so it only felt right to gift her a custom line as unique as she is.”

Sandie Hawkins, U.S. general manager of global business solutions at TikTok, added, “The magic of TikTok isn't just the chance to create, but also to discover new people, products and communities, and we're seeing the platform become a discovery engine for commerce.”

What does the boom in e-commerce mean for marketers looking to differentiate their brand, their product? Find out at Ad Age Next: Retail on April 20. Buy your ticket here: adage.com/nextretail