After a TikTok user's shaving cream secret went viral on the platform, beauty and skincare company EOS responded by creating a one-off product for the creator. Influencer Carly Joy (@killljoyy) shared a secret to "bless your f**king cooch" and the short clip on social media has been viewed over 18 million times.
EOS CMO Soyoung Kang says, “Once we saw it, we knew that it was such a genuine expression of a topic that historically has been taboo. We absolutely fell in love with the realness and the authenticity in the video.” In response, the brand skyrocketed in popularity and became the number one shaving brand at Target. EOS created a one-off shaving cream product for Carly Joy, and that unboxing video garnered millions of views of its own.
Key Themes Behind This Trend
- Authenticity-inspired Products
- Brands can capitalize on viral videos that showcase authentic expressions to create one-off products inspired by the video.
- Tiktok-driven Beauty Trends
- The increasing popularity of TikTok among younger audiences can create viral beauty and skincare trends that brands can leverage for marketing.
- Unconventional Beauty Tips
- Sharing unconventional beauty secrets on social media can spark viral trends, which brands can capitalize on to create unique products that cater to niche audiences.
Where This Applies
- Skincare
- Skincare companies can leverage viral video content to create one-off products that cater to specific customer demands.
- Beauty
- Beauty companies can harness the power of TikTok and trendy videos to position their brands as innovative and on-trend.
- Targeted Marketing
- The popularity of viral videos and social media platforms like TikTok can provide brands with specific customer insights that can be used to create targeted marketing campaigns.
