“The fragrance category isn’t known for being funny or quirky,” Kang said. “We didn’t want to make a conventional fragrance ad. Trying to be aspirational doesn’t feel in tune with who we are.”
The campaign extends beyond TV with social-first activations aimed at Eos core base of Gen Z consumers. Ahead of the Big Game, the brand released limited-edition, edible “Cashmere Cakes” and sweatsuits inspired by its scents.
Once a challenger, always a challenger
This mix of humor, experimentation, and scale builds on Eos’ Super Bowl debut in 2024, which promoted its body wash line. The effort delivered a 30% lift in average weekly store sales across the nine markets where the ad ran, according to Kang.
While Eos first gained traction as a Gen Z favorite known for its colorful, spherical lip balm, the brand has since expanded into skin care, beauty, and shaving products. As it grows, Kang said the company wants to maintain its “challenger mindset” that built the brand with cheeky, social-first marketing like 2021’s “Bless Your F*ing Cooch.”
“We got here by not doing things the conventional way,” Kang said. “The bigger we get, staying entrepreneurial is critically important for us.”
That philosophy also shapes how Eos measures success. Alongside metrics like return on ad spend and sales lift, the brand is using its expanded Super Bowl presence as a testing ground, experimenting with different combinations of pre-kickoff and in-game spots across markets.
“As a brand, we’re not just looking at the next six weeks, but the next 16 years,” Kang said. “We’re trying to build a long-term and credible brand that resonates with our community for being disruptive yet incredibly approachable.”
For Eos, the Super Bowl offers a rare moment when humor and playfulness aren’t just tolerated, but expected.
“There’s no better time to show up as ourselves—quirky, funny, disruptive—than during the Super Bowl,” Kang said. “That’s when our brand shines.”
