Announcing the launch of eos, the evolution of smooth™
making the world a smoother place, two legs at a time
NEW YORK, NY., JULY 8, 2008 /PRNewswire/eos, the evolution of smooth, today announced the debut of their beauty brand and the release of their launch product, ultra moisturizing shave cream. The first shave cream that truly reflects a woman's sensibility, it reinvents the modern women's shaving experience and raises the bar for efficacy and design.
eos ultra moisturizing shave cream delivers a closer shave and leaves skin smooth long after shaving. The rich cream formula features a unique blend of natural ingredients including aloe, oat and shea butter to soothe and soften the skin, so women can now shave wet or dry. Antioxidant vitamins C + E are added to help skin look radiant and healthy, and its non-foaming formula does not contain harsh detergents that can dry out the skin. eos is packaged in a sleek, ergonomic bottle made of soft-touch, recyclable plastic that won't leave a rust ring in the shower. Available in three fresh, modern fragrances - Pomegranate Raspberry, Island Blue and Vanilla Bliss - eos launches this month at select Target stores, Shoppers Drug Mart, Wegmans and online at drugstore.com, with a suggested retail price of $4.99.
"eos will shake up the stagnant women's shaving cream category," says Sherry Jhawar, Director of Smooth Strategy for eos. "Unlike many products tagged 'for women,' which are derived from men's formulas and packaging, eos is truly a women's product that appeals to the modern woman who is looking for a better shaving experience."
eos, the evolution of smooth, is more than a product line; it's a new attitude about beauty that is sure to smooth out the chore of shaving. The brand plans to spread its message nationwide and has launched a one-of-a-kind, engaging website (www.evolutionofsmooth.com) featuring an alluring video and cutting-edge technology. eos demonstrates that shaving doesn't have to be a chore, and that everyday personal care products can be beautiful as well as effective.
"We wanted the website to be as visceral as possible - for the viewer to feel like this woman is right on the other side of their screen. We want them to feel what eos is all about. The best way to do that is with a beautiful online experience that feels more like a watching a film than surfing a product website," says Jhawar.
Everything about the look and feel of the website, even the navigation device, is smooth. Full-screen, high-definition flash video that can be actively navigated is a technically advanced feature. Edgy new music is another integral component. The featured song, "Bruckpockets Lament," from the up-and-coming UK band, The Heavy, has a sensual base line that enhances the moodiness of the stylish black and white video.
To add to the intrigue created by the site, and to further demonstrate that smoothing can be fun and unexpected, the brand created a hidden part of the website that can only be accessed by typing in a secret password.
Now that eos has reinvented shaving cream, they are looking at the rest of the beauty aisle. This innovative company plans to launch a full line of products that will smooth out the chores women once knew: moisturizers that absorb quickly and don't leave skin feeling sticky or greasy; body washes that cleanse without drying; and lip balms so beautiful, women will be excited to pull them from their purse. eos has a lot more smoothing on the horizon.
Based in New York City, eos Products LLC is a new company that makes innovative and stylish beauty products to meet the needs of the modern woman. The company's first product, eos ultra moisturizing shave cream, is available in select Target stores, Wegmans, Meijer and on drugstore.com. In Canada, eos is available at Shoppers Drug Mart. For more information on eos, visit www.evolutionofsmooth.com.