Eos’ latest campaign spotlights personal grooming
Eos is highlighting a smooth shave when it comes to the area of personal grooming.
To get this point across, the brand is introducing Vagnastics, a jazzercise class that was created to help people shave their nether regions with 1980s-style, grace, ease and confidence, the company said.
“People who choose to shave their privates should feel absolutely zero shame in talking about it,” said Soyoung Kang, chief marketing officer at eos. “Yet, there is a veil of taboo clinging to the subject. Vagnastics is here to help free us from that.”
The launch of this campaign follows the rollout of eos’ limited-edition shave cream, Bless Your F*ing Cooch, which was inspired by a TikTok creator who shared a raw and unfiltered guide for women when it comes to shaving their nether regions.
Consisting of several videos, the Vagnastics look to help users ensure they can obtain the smoothest of shaves by highlighting how one can best contort themselves during the process via several tutorials across the brand’s social channels.
“Dads teaching their sons how to use a razor is the classic image we have in our head when we think about shaving tutorials. Not people awkwardly contorting their bodies into weird and wonderful shapes to tidy their genitals,” Bianca Guimaraes, partner and executive creative director at Mischief, the agency which helped create Vagnastics, said. “Shaving down there requires flexibility and poise. Vagnastics can teach you these fundamentals. Normalize shaving down there and liberate your lady bits today.”