The eos Fox film uses unusual (in the best type of way) visuals and a unique brand of humor to inspire our audience to think differently about the act of shaving. The off-kilter insight and double-take inducing visuals were shown across OLV, Instagram and TikTok— to catch Gen-Z during content time.

eos shave was growing at 3x the category but still wanted more.

We were eager to defend our number one position in a category that was stuck in the past — featuring smooth legs and smiling women meanwhile the real world conversation around shaving was…grim. At eos, we pride ourselves on listening to women, and to them, shaving was seen as a chore.

We were facing growing competition from smaller brands like TreeNut and Athena that wanted to resonate with the same gen-z target. Plus, inflationary pressures were HIGH. It was a year of record pricing and Gen-Z was feeling the pinch.

Shave products felt like an annoying and sometimes unnecessary purchase, particularly in this economy. As a moisturizing shave cream, it was our job to shift our target’s perspective.

Humans are obsessed with soft things. We watch them on the internet. We keep them as pets. Some of us even wear them as coats. But what happens when eos shave cream makes us so soft, soft things become obsessed with us?

That’s what we wanted to find out in this new campaign: Skin so soft, even soft things think you're soft. To show that eos shave cream makes you so damn soft, we used an off-kilter truth and double-take-inducing visuals. The film featured a fox with silky smooth fur, wearing a human.

The confident fox strokes the human, and talks about the soft-skin-inducing-power of eos shave cream. Other human/fox combos discuss their dynamics with these creatures. The film ends with our platform: Skin so smooth, even soft things think you’re soft.

We can only imagine the looks we got from the category giants.

eos has normalized honest, raw, fun conversations about shaving and body hair. For this campaign, we needed to defend our #1 market position by growing market share and increasing household penetration.

We were tasked with reframing shaving from a chore to something that felt a little more experiential.

While shaving often triggers thoughts of tireless effort and painful ingrowns, it also makes women feel incredibly confident. 76% of women feel good about themselves if their skin looks and feels good. So we dove into that gloriously soft post-shave feeling. And we did it in a way noone could expect.

We had to reach Gen-z women and their brand of humor was unique from their predecessors. They appreciated things that were completely unexpected. Some might even say, unhinged. In our approach, we wanted to emulate what they think is funny, otherwise it’d just be noise, like the rest of the category.

With this campaign, we defended our #1 position in the category. On top of that, we added another 156bps of market share, while other top 10 brands declined.

Household penetration grew by 42%, despite private label pressure, which made us the only brand in the category to see growth. These numbers surpassed all benchmarks and showed that despite economic pressures, it was still important to women to have an enjoyable shaving experience with eos.

Gen-Z women were also eating us up as we were the number one most recalled brand in the category amongst this group. This is extra challenging when Gen-Z focused brands like Athena and Treenut came in to steal our thunder.

The girlies loved the fun, different perspective that eos offered on shaving. It didn’t have to be a grudge purchase, it could be something that made you feel soft and uber confident, just like our fox.