"That’s the magic of TikTok—once you’re in, it’s almost impossible to tear yourself away. And what marketer wouldn’t see the opportunity in that?"

– Soyoung Kang, Chief Marketing Officer, eos

It’s one thing to incorporate a creator’s input into a campaign. But it takes more than a bit of daring for a brand to take a creator's idea and run with it all the way to the production line. When Carly Joy posted a genuine, funny, expletive-filled review of eos ’ shave cream explaining exactly how to get a “smooth ass hooha,” viewers flocked to her advice, not least because it worked. “We knew we had to work with Carly Joy, we just needed to get her attention first!” Kang says. “That’s why we created a bonkers special edition product. It was just a desperate cry for attention.” They whipped up “Bless Your F#@%ing Cooch” shave cream, turning Carly Joy’s words into real-life package design and putting it into her hands and on camera less than four weeks later. “They made literal cooch-blessing cream,” she raves. “They directly quoted—that’s my instructions!” But it wasn’t just an amusing stunt. Website orders jumped 25 times higher on the strength of the partnership, and eos’ national shave cream sales doubled, cementing TikTok as a permanent part of the brand’s marketing plan. “I’ve said it before, and I’ll say it again,” Kang adds. “TikTok is tablestakes marketing for eos.”

"Being as honest as possible about 'taboo' topics was received well by even some more 'conservative' audiences."

– Carly Joy

Q&A with Soyoung Kang,

Chief Marketing Officer, eos. How does your experience as a brand on TikTok differ from other channels?

The bar for originality, creativity, and authenticity are higher on TikTok than any other channel.

What was it like to hand your brand over to a creator? How did you develop trust?

This was a case where we not only felt comfortable with it, we literally used Carly Joy’s exact words on our product. Once we brought in a wider group of creators, we truly let them take over. They know their audience and what will resonate better than we ever could.

What was the most surprising aspect of the campaign?

We weren’t surprised by how much people loved the campaign, but we were surprised that there was literally zero negative feedback.

What does being a Culture Driver mean to you?

TikTok moves fast, which means to drive culture on TikTok, brands and creators have to be willing to ride the leading edge of trends. Being a Culture Driver is just that; getting comfortable moving fast, taking risks, and doing things that are fresh and new.

"That’s the magic of TikTok—once you’re in, it’s almost impossible to tear yourself away. And what marketer wouldn’t see the opportunity in that?"

– Soyoung Kang, Chief Marketing Officer, eos