This all sounds a bit silly to me. But then again, I’m not part of Gen Z and don’t work for a beauty brand that targets that demographic.  

So in the spirit of open-mindedness I’m going to spread the word about how Eos is declaring February 13 a “national holiday” that its calling “Vagentine’s Day.” 

The basic idea is that the day before Valentine’s Day is when people spend extra time and attention on personal hygiene and generally getting ready for whatever big romantic plans they have for the 14th.  

“Valentine's day is always the talk of the town,” says Eos CMO Soyoung Kang. “And that is totally fair. But the day before is when the real magic happens. You’re landscaping. You’re transforming. You’re walking out of that bathroom feeling smooth, moisturized and confident.”   

Get the picture?   

The company filed an official application to make the holiday, um, official.   

And to commemorate, Eos agency Mischief @ No Fixed Address came up with a campaign that encourages celebrants to write “love letters” to their “hoohas.” (Which in addition to being slang for dustup or uproar, is slang for, you guessed it, vagina or vulva.)  And to post those self-adoring missives on social with the tag @eosproducts for a chance to win “a little extra something to help with your Vagentine’s Day prepping.”  

The campaign, dubbed “Dear Vagentine,” will include static and animated creative assets that will debut on organic social and in paid digital media on February 6th and will include a TikTok creator campaign.  

According to Eos the announcement of Vagentine’s Day comes as new data from the TikTok Beauty team reveals 65% of users plan for Valentine’s Day a week in advance, with 57% treating themselves to gifts and 71% buying gifts for others.  

Yeah, TikTok knows about beauty. And beauty filters. Turn your backs on those, though.