After a TikTok video that includes one in every of its merchandise went viral on TikTok earlier this yr, the skincare model eos realized two worthwhile classes: individuals recognize a little bit of risqué branding, and TikTok customers will purchase immediately from the platform.
Eos skincare is among the many newest beneficiaries of a TikTok increase, after an uptick in sales as soon as a viral “how to shave” video by TikToker Carly Joy that featured eos’s Vanilla Bliss shaving cream went viral in February.
After Joy’s video, the model noticed a 35x improve in site visitors from TikTok to its web site. The week after the video, sales doubled throughout the model’s retail companions and eos finally bought 150,000 bottles of shaving cream throughout these retailers and its personal web site.
“We have seen double-digit development on our web site and our shaving cream has seen elevated sales throughout all our retail companions,” stated Soyoung Kang, cmo of eos. Eos is working to shortly restock cabinets at main retailers and by itself web site.
For eos, the video’s recognition additionally confirmed that buyers may be keen to buy via the app. Eos already runs adverts on TikTok with a “store” button. After seeing the site visitors, the model reallocated its advertising price range to a multipart marketing campaign, together with expanded influencers and paid media, in accordance to Kang. They additionally shifted advert {dollars} out of different non-shave classes, and the model’s provide chain crew moved to develop capability with suppliers to meet the wave of demand.
But moments like Joy’s video may be a approach for manufacturers to check out a new voice too. In the unique video, Joy, referred to as @killljoyy on the app, posted an natural video in late February on her private shaving ideas, or as she put it, how to “bless your f*cking cooch” utilizing eos’s shaving cream.
Within a few days, eos and its artistic company, Mischief, have been going into manufacturing on prototype packaging of all of eos’s shaving lotions. In good enjoyable, it modified the product title to “cooch blessing cream,” and added “for a clean @$% hooha,” and put Joy’s directions verbatim on the again. After getting a type of prototypes to Joy, the follow-up video of Joy opening the packaging has been seen 5.6 million occasions.
The firm is presently doing a giveaway the place 5 winners will obtain the “cooch blessing” packaging and is engaged on a broader influencer marketing campaign to begin a dialogue concerning the normality of shaving feminine components.
While humorous, a label with “clean @$& hooha” gained’t be gracing the cabinets of a brick-and-mortar retailer. Kang says the corporate has not dominated out promoting the brand new packaging completely on the eos web site however has no present plans to accomplish that. However, eos already has the DTC infrastructure in place from dropping micro-batches of latest restricted merchandise yearly completely on their web site. Kang says that when shoppers purchase the brand new product, additionally they add common merchandise to their cart as effectively.
“There’s no approach that might have been accepted via conventional model channels,” stated Mae Karwowski, ceo of Obvious.ly, an influencer advertising company. “But Joy may help them communicate in a voice that they don’t want to commit to long run.”
Karwowski says that model methods have to begin implementing a TikTok contingency plan. “A random UGC [user generated content] video gained’t all the time go viral, however understanding the platform and why shoppers like a sure piece of content material may be a constructing block for a marketing campaign later.”
