eos built a shaving product around how women actually shave, not men's razors.

Shaving was a category designed by and for men: a razor, a familiar 'shave your face' story, then the same product tinted pink for women. Women who shaved their legs and underarms for skin, not to remove a beard, were being marketed to as a minor variation on the male user.

eos, a skincare brand, reframed the act. The 'Women's Shave' work treated shaving as a skin-care moment — moisture, comfort, sensitive skin — and made that the product and the message, rather than pitching a women's razor as a prettier men's one.

More important than any single execution, the brand stayed consistent about the consumer for years rather than churning through one-off drops. That cumulative consumer-centricity is what the Effie judges repeatedly called out as the reason it kept compounding.

Against competitors with far larger media budgets, eos doubled its penetration and gained share, and the campaign was named the most effective marketing work in the world at the 2025 Effie Awards — winning back-to-back Iridium Effies.