Lianna Albrizio, Assistant Editor04.24.23
Eos, aka Evolution of Smooth, has long been a skincare brand beloved by women.
It all began with the brand’s endearing commercial of a young woman poking through a farmers’ market to promote its signature first product, a sphere-shaped balm with a twist off cap. As The Exciters’ “Say It With Love” plays in the background, the woman is offered an Eos lip balm, meant to symbolize a piece of fruit, from a hunky worker. If that didn’t harken the feminine vibes, two summers ago, the brand’s Vanilla Bliss shave cream printed the musings of a TikToker’s praise of the product; the words “Bless Your F---ing Cooch” were emblazoned on the Eos bottle for a limited time.
Since the brand’s shave category has exploded in the last couple of years—accounting for half the growth of the entire category of the Eos brand, according to brand officials—Evolution of Smooth is branching off into men’s skincare grooming with the introduction of UltraProtect Men’s Shave Cream.
According to Soyoung Kang, chief marketing officer at Eos, Gen Z-aged men are open to skincare with attitudes toward self-care and wellness progressive.
The brand says rigorous data analysis points to a “big chunk of men” aware of the Eos brand and that same group is open to buying products. In fact, they may have already taken their better half’s Eos shave cream for their own use.
Eos feels men are missing out on a moisturizing shave—a phenomenon known as “foamo,” according to Eos Chief Marketing Officer Soyoung Kang.
UltraProtect Men’s Shave Cream
New Eos UltraProtect Men’s Shave Cream offers superior glide, cushion and moisture aimed at enhancing the shaving performance to reduce the risk of razor bumps. The brand says the smooth, rich noncomedogenic formula is built like a moisturizer, providing 24-hour moisture to skin without irritants to prevent razor burn.
Eos says the new SKU encourages men to “unmanhandle” their skin.
‘Amazing Fragrance Experience’
Aimed at a Gen Z demographic, UltraProtect Men’s Shave Cream comes in two scents – Fresh Woods and Blue Surf and fragrance-free formulated without irritants for the most sensitive skin. Actives such as colloidal oatmeal provide for a smooth glide and comfort; shea butter hydrates and protects; and aloe soothes and smooths skin. Each formula yields a cushiony cream to prevent razor burn; precision glide for a close shave; and “MVP:” most valuable protection against nicks and cuts and clinically proven 24 hours of moisture.
Blue Surf is described as an invigorating shave experience made with bergamot, ocean waves and Pacific Cedarwood. Fresh Woods is warm and woody with warm teakwood, dark amber and a creamy musk.
UltraProtect Men’s Shave Cream ($5.97) is Leaping Bunny approved, hypoallergenic and free from parabens and phthalates. It is available at Walmart/Walmart.com, Target/Target.com, Amazon and evolutionofsmooth.com.