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Library/Creator moment/Carly Joy’s Eos shaving tutorial
Grade B24 sourcesHIS-00080

Carly Joy’s Eos shaving tutorial

Creator moment · 2021 · Notable

43Editable slideCertificate

An unpaid tutorial reached 20.1 million TikTok views and became an Eos product line.

Original · @killljoyy
Clip · @killljoyy on TikTok
Reply to @_notbrooke_
@killljoyy on TikTok
This viral shaving cream is on sale right now — here's why you need it
TODAY (NBC News)
#stitch with @killljoyy #ad BLESS UR COOCH #coochblessings @eos
@killljoyy on TikTok
Carly Joy replying to a shaving question in the original TikTok, from the Eos award submission.
Carly Joy / eos / Mischief @ No Fixed Address
Carly Joy holding the custom Eos box in her unboxing video, from the Eos award submission.
Carly Joy / eos / Mischief @ No Fixed Address

Spread Score

How it works
Reach50Contagion30Breadth50Velocity65Longevity1443

Numbers

Brand-claimed earned impressions; full product-response campaign
700M
Self-reported · The One Club (eos/Mischief award submission)
Peak date
Mar 2021
Feb 28 ’21 to Mar 2021
Platforms
5
Started on TikTok
Origin
Mixed
Beauty & personal care

Mechanics

  • TransgressionPrimary
  • Catchphrase
  • Scarcity drop
  • Platform jump
  • Press loop

How it spread

Trace the origin

Joy’s unpaid tutorial reached TikTok and shopping press, with Amazon selling out of Vanilla Bliss. Eos printed her words on cream, partnered with her and added paid promotion. Its CMO reported retail sell-outs; the partnership continued in Shave 101.

Dates use the stated precision; chart positions are date anchors.

Google searchesDec ’20Apr ’21JunOctApr ’22OctJun ’23DecOct ’24Nov ’25Nov ’26PeakTikTokRetailPressYouTubeOpen web
TikTokRetailPressYouTubeOpen web

13 more events on this chart

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Timeline (16)

  1. February 2021

    @killljoyy seed · Feb 28 ’21

    Carly Joy posted a shaving tutorial recommending Eos Vanilla Bliss cream.[1][2][3]

    Reply to @_notbrooke_
    Open the first post ↗

  2. March 2021

    eos / Mischief @ No Fixed Address owner response · Mar 2021

    Eos put Joy’s instructions on prototype Cooch Blessing Cream packaging within days of her post.[2][4]

  3. eos commercial · Week of Mar 1, 2021

    Eos said retail-partner sales doubled in the week after Joy’s tutorial.[2]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Revised 7 numbers
  2. 2026-10-13Revised 1 event · Added 2 sources · Archived 3 sources · Revised 22 numbers · Added 2 evidence checks · Score 39 → 43
  3. 2026-10-12Added: 16 events, 22 sources · Score 38
Origin
Mixed
Sector
Beauty & personal care
Region
US
Brand-claimed earned impressions; full product-response campaign
700M
Self-reported · The One Club (eos/Mischief award submission)
Evidence
Grade B

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3.6B impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesDec ’20Apr ’21JunOctApr ’22OctJun ’23DecOct ’24Nov ’25Nov ’26PeakTikTokRetailPressYouTubeOpen web
TikTokRetailPressYouTubeOpen web

13 more events on this chart

Join free to see them

  1. February 2021

    @killljoyy seed · Feb 28 ’21

    Carly Joy posted a shaving tutorial recommending Eos Vanilla Bliss cream.[1][2][3]

    Reply to @_notbrooke_
    Open the first post ↗

  2. March 2021

    eos / Mischief @ No Fixed Address owner response · Mar 2021

    Eos put Joy’s instructions on prototype Cooch Blessing Cream packaging within days of her post.[2][4]

  3. eos commercial · Week of Mar 1, 2021

    Eos said retail-partner sales doubled in the week after Joy’s tutorial.[2]

  1. platform jump · Mar 11 ’21

  2. commercial · Mar 11 ’21

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Why it worked

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