As summer begins its final bow in autumn, most customers are ready to put away their bathing suits and sundresses, and remove razors and shaving cream from their daily routine. But although shaving cream has historically been a seasonal product, Eos tries to make shaving a year-round need.
According to a May 2021 shaving report from Mintel, the U.S. shaving market reached nearly $1.1 billion in retail sales in 2020, down 2.7% from 2019. The report notes also that 33% of women report removing unwanted hair from their bodies for skincare reasons. It also showed that influencers and social media are a “key to success” for the shaving category.
“The shaving and hair removal market is price sensitive and was already on a slow trajectory before Covid-19,” said Olivia Guinaugh, analyst at Mintel and personal care. “Focusing on benefits beyond hair removal, especially those related to skincare and efficacy, such as improved application of other skincare products, can not only help increase sales in the short term, but [it could] also increase the potential of the category.
Eos increased its shaving cream marketing by 300% in 2021, compared to previous years, and its sales in the shaving category are 30% higher so far, year-on-year, said Soyoung Kang. , Eos CMO. Eos previously refined and overhauled its lip care assortment, and it now has the bandwidth to focus its attention on shaving, which was actually the first product Eos ever launched, in 2008, she said.
On Monday, Eos launched a wacky digital campaign called Vagnastics, which is humorously inspired by 1980s jazzercise. During the minute-and-a-half video featuring Eos shaving cream, three instructors offer stretches and poses for shaving the bikini area, with names such as “The Wartime Captain” or “The Cello”. It is distributed through paid YouTube, TikTok, Snapchat and Instagram ads. The Vagnastics campaign accounts for about a third of the brand’s overall marketing budget for shaving and runs through October, Kang said.
“We believe that using humor in this type of marketing helps de-stigmatize the subject, [unlike] talk about it in a mysterious way like brands have in the past,” she said. “We’re trying to continue the dialogue around this specific use case and we wanted to target and reach a younger audience who are just starting to shave and probably have a lot of questions about what to use and how to use it. use.”
The dialogue around using Eos shaving cream for the bikini area comes from TikToker Carley Joy (@Killljoyy; 993,000 TikTok followers), who talked about using the product to shave her vulva in February. The unpaid viral moment received 5 million likes, nearly 30,000 comments and nearly 20 million views. Eos jumped at the chance. Eos launched a limited-edition e-commerce-only DTC shaving cream called “Cooch Blessings,” signed Carley Joy as a TikTok brand ambassador, engaged Snapchat as an education-focused portal for shaving tips and tricks and partnered with YouTube-based network BratTV on a shaving cream-focused integration targeting Gen Zers.
“[We’re trying to] reverse the historical seasonality of the shaving category, but [it’s worth noting] that the seasonality of shaving is the opposite of the seasonality of lip care,” Kang said. “It is important for us to be able to grow our footprint in other categories that reflect different growth trends, in order to have a diversified portfolio approach across our assortment. »