EOS Debuts Body Wash Ad at The Super Bowl
Monday was a great night for Eagles fans and a less than stellar one for the Kansas City Chiefs and their fandom. Unless you follow American Football closely, or are a hardcore Swiftie, the Superbowl is probably one of the last sporting events you might watch, that is unless you love advertising (or the half-time show!).
For many a brand, the Super Bowl is the one event where they can launch new product lines or campaigns with a bang. It is therefore not surprising that a 30-second piece of advertising often costs between USD 7 and USD 8 million dollars. This year, EOS decided to seize the moment of what can only be defined as a contentious Super Bowl, and launch their new line of Body Wash, featuring their hero scent, Vanilla Cashmere. It was only a matter of time before EOS expanded into the Body Wash category, which is valued at USD 2.8 billion, whilst the Body Lotion category is estimated at USD 2.1 billion.
The scent, originally launched in 2019, is well-known among consumers to be a sort of aphrodisiac, and when Leah Kateb, a former contestant of the reality TV Show “Love Island”, shared how amazing the EOS Vanilla Cashmere body lotion smelled, Google searches for the product went up by 217% during the month of her season finale.
The iconic scent is so popular that in 2024, EOS ran the “Dirty DM’s” campaign, where a grandma read sexual comments made by users across social media.
For EOS’ first Super Bowl ad, the brand created its “Harshest Critic” campaign, where two real-life sisters, one Gen Z and one Gen Alpha, engage in unscripted conversation where the youngest sister harshly criticizes the older one for varied reasons, but praises the smell of her sister’s Vanilla Cashmere Body Wash. The scent will also debut in new SKUs, including Lip Butter, Body Oil, Whipped Oil Butter, and a revamped and expanded line of Shaving Oils.
