Evolution of Smooth (eos) is out with a new campaign designed to destigmatize conversations around body hair and personal grooming choices.
The campaign, created in partnership with eos AOR Mischief @ No Fixed Address, includes films, out-of-home (OOH) city subway wraps and wildpostings, and influencer engagement.
Three films showcase the places some choose to shave for special occasions, like toe hair “for that dream job interview,” thigh stubble “for the fancy restaurant with two dollar signs,” and “your mustache for the overdue date night.”
Soyoung Kang, eos CMO, said: “Body hair is the great unifier. We all have it. This campaign is about destigmatizing the conversation around body hair and one’s personal grooming choices—all through our trademark humor and real talk approach.”
Carley Caldas, VP of Brand Marketing and Media at eos, added: “We recognize that shaving is a personal choice and whether people are tackling toe hair or bikini fuzz, we’re telling consumers they deserve to use a product that’s really caring for their skin.”