Eos’ Vanilla Cashmere Body Lotion is hugely popular. It’s one of the fastest growing body lotions in the US. Its popularity soaring as it spreads far and wide across TikTok – in posts by men. Men!! The lotion has reached new levels of demand. Now men are raiding women’s personal stash.
Eos wanted that to stop. And Mischief @ No Fixed Address have come up with a way to do that. A man-lock. Women can secure their lotion with a combination lock that will stop partners, friends and housemates from raiding their personal stash. They just have to ask.
The frenzy among men for eos’ body lotion was started by TikTok user @kevin.preston.white, whose original post has been viewed 2.4M, has more than 85,000 bookmarks, and sparked countless stitches with men trying out the product for themselves along with viral reaction videos from women concerned the hype will lead to a retail shortage.
People can show their support for the Lotion Lock prototype by visiting eoslotionlock.com and sharing their name and email address. eos is continuing development work in anticipation of high interest. In the meantime, participants will be entered to receive a ridiculously in-demand bottle of the lotion while supplies last.
“We love that the eos community is forever taking this brand to unexpected places,” stated Carley Caldas, VP of brand marketing and media at eos. “Our strategy has always been to listen to our fans and react accordingly and with lightning speed—so we are part of the conversation in a way that provides authentic value. There’s so much joy and surprise in this approach, because you never know where people are going to take the brand next. Yesterday, we were launching a limited edition line of Bless Your F*ing Cooch shave cream, today we’re protecting women’s eos products with the Lotion Lock, tomorrow…well, that’s for the community to tell us.”
Hunter Fine, creative director at Mischief, added, “We knew we had to act fast, so we rapidly designed locking mechanisms on the eos Body Lotion bottle. The winner, as you can see, is the one with all the emojis. Of all the ways to stop men from stealing their lady’s lotion, we thought the simplest deterrent was just adding a little bit of effort to make it not worth it.”
The Lotion Lock campaign made its debut on Monday, December 18, will include paid social and feature creator partnerships including original posters, @kevin.preston.white and @jessyk078
Credits:
Brand: eos
Soyoung Kang: Chief Marketing Officer
Carley Caldas: VP, Brand Marketing and Media
Kirby Reynolds: Senior Brand Manager, Content & Social
Laura Bierbaum: VP Public Relations & Corporate Comms
Creative Agency: Mischief @ No Fixed Address
Greg Hahn: Co-Founder and CCO
Bianca Guimaraes: Partner & Executive Creative Director
Kevin Mulroy: Partner & Executive Creative Director
Hunter Fine: Creative Director
Marcus Lim: Art Director
Will Dempster: EVP Production
Danielle Balanov: Producer
Elly Lupi: Business Manager
Kerry McKibbin: President & Partner
Kelsey Brown: Account Director
Jeff McCrory: Partner & Head of Strategy
Hannah Newport: Strategy Director
Oliver McAteer: Head of Development & Partner
Production Company: Lobo
Managing Partner: Luis Ribeiro
Executive Producer: Su Constantine
Creative Director: Mateus de Paula Santos
Director: Marco Wey
Head of Production: Marcelo Barbosa
Producer: Vitor David
Post-Production Coordinator: Rosangela Gomes
Post-Production Producer: Melina Prior
Compositing Artist: Leandro Pena
CG Supervisor: Fabio Shigemura
Modeling: Natan Zuanaci
CG Animation: Marco Wey
Lighting & Render: Marco Wey
Motion Graphics Artist: Marccos Chaves
Ingest, Conform & Delivery: Marco Tavares, Isabela Balbo, Fabio Augusto
Color: Letícia Blanco
