Think about your first kiss. Did you just cringe? First kisses are not always perfect. Not even close. Even eos, the smoothest lip balm in the game, couldn’t help the awkwardness of the moment. In fact, eos research showed that a first kiss is over twice as likely to be recalled as awkward, sloppy, or embarrassing, versus present-day kisses.
But everyone loves a smooth comeback story, so Mischief @ No Fixed Address at eos, have made it happen. Eos and Mischief reunited former flames to do it right with a second first kiss, with a little help from the brand’s 100% Natural & Organic Lip Care.
“First kiss stories are so cringe and yet so relatable. Our team laugh-cried while sharing memories, from launching at someone in a bounce house to accidentally kissing the wrong twin,” stated Soyoung Kang, chief marketing officer at eos. “Mine was while watching The Shining, which says it all. At least we can always rely on eos lip balm, keeping our lips smooth since before we knew how to use them.”
Healthy lips and great kissing go hand in hand, according to independent research conducted by eos with over 1,200 women.
- 63% of respondents use lip balm before or after kissing.
- 69% use lip balm daily, and those who do are 1.4X more likely to be confident kissers, rating themselves as “good” or “great”.
- 74% agree that soft, smooth lips are important for good kissing.
Most interestingly, current eos lip balm users are 1.2X more likely to consider themselves good or great kissers. So it’s no surprise that with post-pandemic kissing back in full force, eos’ lip care retail sales have been growing continuously for over two years, according to Nielsen data.
As part of its new lip care campaign, dubbed Second First Kiss, eos invited real people to do their first kiss all over again, this time on camera. Their sweet reunions will air over several months in long form video, :30 and :15 spots on OTT/CTV in the US, plus online video and paid social media, and on TikTok where creators will share more real tea about their awkward, romantic and weird first kisses.
Howard Finkelstein, group creative director at Mischief, commented, “Casting was no easy feat. Would you reach out to your first kiss, and ask them to fly across the country to do it again on camera? Would you both say yes to that? It was a tricky search but we lucked out with some really great people and fun stories. We interviewed all the couples to find the magic in the memories of their first kiss, from the nervous excitement to the awkward details. We heard great tidbits about sweating through school uniforms, an impatient bus driver who saw everything, and complete bewilderment about what you’re supposed to do with your hands. Those details became the basis of a fun recreation for one of our couples.”
