Gen z beauty brand eos is revolutionizing the pre-Valentine's Day ritual by creating a new official national holiday, Vagentine's Day, celebrated on February 13th. The brand is officially recognizing the day before Valentine's as a time to "celebrate hoohas everywhere" after TikTok data revealed that 65% of users prep for Valentine's up to a week in advance, according to eos CMO Soyoung Kang.
As an unofficial sponsor of Vagentine's Day for years, eos has now made it an official national holiday, reflecting its commitment to self-expression and confidence. To kick off this inaugural celebration, the brand is launching its 'Dear Vagentine' campaign, inviting people to digitally write love letters to their intimate parts as a form of self love.
Alongside this campaign, eos promotes its iconic shave cream, now available at Shoppers Drug Mart and Walmart. This non-foaming formula guarantees a soft, smooth, and irritation-free shave, 24-hour hydration, and lasting comfort.
Empowering Self Care Holidays
eos is Transforming Pre-Valentine's Day Rituals with Vagentine's Day
Trend Themes
1. Revolutionizing Pre-valentine's Day Rituals - eos is transforming the way people approach pre-Valentine's Day preparations by creating a new national holiday, Vagentine's Day, to celebrate self-love and confidence.
2. Digital Love Letters to Intimate Parts - eos invites individuals to express self-love by writing digital love letters to their intimate parts, exploring a new form of self-expression.
3. Non-foaming Shave Cream for Lasting Comfort - eos introduces a non-foaming shave cream with 24-hour hydration and lasting comfort, disrupting the traditional shaving experience.
Industry Implications
1. Beauty and Personal Care - The beauty and personal care industry can leverage the concept of Vagentine's Day and self-love campaigns to engage with consumers and promote self-expression.
2. Retail - Retailers like Shoppers Drug Mart and Walmart can capitalize on the popularity of eos and the non-foaming shave cream by offering the product in their stores, attracting customers looking for a smooth and irritation-free shaving experience.
3. Digital Marketing - The rise of digital love letters as a form of self-expression presents opportunities for digital marketing agencies to create innovative campaigns that resonate with individuals seeking meaningful connections with their own bodies.