THE IDEA

Her words, not ours. TikToker Carly Joy blessed the world when she shared a tutorial on how to “bless your f*cking cooch” and get a “smooth ass hooha” using eos shave cream. Her viral video was viewed more than 18 million times and led to a 25-fold increase in orders, but more importantly, it opened up a raw and unfiltered conversation about a taboo subject. We wanted to keep the conversation going while celebrating her candidness, so we did what any professional, self-respecting brand would do: team up with a 16-year-old to launch a limited-edition line of Cooch Blessing Cream, complete with step-by-step instructions on how to achieve what experts call a “smooth ass hooha.”

The campaign was named the world’s #12 best ad of 2021 by Adweek, honored as one of TikTok’s 14 top Culture Drivers, and allowed us to say the word “cooch” in at least twelve client meetings.