For eos Vanilla Cashmere body lotion, we found out men on TikTok had adopted it as their own, which was making the women of TikTok angry. Their personal stash was becoming vulnerable to theft from guys who wanna smell like a vanilla sugar cookie.

While this was still trending, we developed a product feature to help women protect their body lotion from men, the eos Lotion Lock.

On eoslotionlock.com, users could sign up for the product waitlist.

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From “Nobody better lay a finger on my Butterfinger” to McDonald’s “Steal My Fries,” people stealing other people’s stuff is a time-honored way to deliver a product quality message. Now, eos takes it a step further with a packaging innovation designed to prevent men from pilfering women’s body lotion.

The idea, from agency Mischief, came from social listening on TikTok—in particular, a post in which @kevin.preston.white raved about eos’ Vanilla Cashmere lotion.  White’s video has been viewed 2.4 million times and led other guys to try the product—and ladies to fret that their stash will be raided by their male partners and friends. So, Mischief dreamed up the Lotion Lock, a three-ring locking mechanism designed to protect Vanilla Cashmere bottles from thieving hands. Right now, the Lotion Lock is just a prototype. Fans of the idea can leave their name and email address at eoslotionlock.com to get future updates, as well as a free regular unlocked bottle of Vanilla Cashmere lotion in the meantime. The Lotion Lock campaign rolled out on Monday and includes paid social and creator partnerships, including @kevin.preston.white and @jessyk078.

The campaign is reminiscent of eos’ previous “Bless Your F*ing Cooch” idea, which also involved TikTok listening that led to packaging changes.

“We love that the eos community is forever taking this brand to unexpected places,” said Carley Caldas, VP of brand marketing and media at eos. “Our strategy has always been to listen to our fans and react accordingly and with lightning speed—so we are part of the conversation in a way that provides authentic value. There’s so much joy and surprise in this approach, because you never know where people are going to take the brand next.” 

“We knew we had to act fast, so we rapidly designed locking mechanisms on the eos Body Lotion bottle. The winner, as you can see, is the one with all the emojis,” said Hunter Fine, creative director at Mischief. “Of all the ways to stop men from stealing their lady’s lotion, we thought the simplest deterrent was just adding a little bit of effort to make it not worth it.”

There's a series of viral TikToks that show men moisturizing with Eos' vanilla cashmere lotion. Apparently, women worry such hype will lead to a product shortage. So, the brand and Mischief developed a "Lotion Lock" to address the situation.

Special bottles sport locks that open based on combinations of letters, numbers and emojis (purple devil, broken heart, rocket ship and star). Those interested can visit eoslotionlock.com to snag a free and amazingly secure container.

"Eos spends so much of its time listening to its highly-engaged community. When we saw that men had discovered our body lotion, deep social listening also showed us that women were sharing concerns that this hype would lead to a shortage of a product which is already extremely popular," says Carley Caldas, vice president of brand marketing and media. "The Lotion Lock is our response—safeguarding your product from partners, friends and roommates who want to smell like vanilla cashmere. Because, who wouldn't?"

The product is in prototype phase and will be developed depending on demand. (We bet you'll be seeing more of these next year.)