Beardwood&Co resents Building Brands for Generation Rising: A Conversation with Soyoung Kang – FESCH.TV

FESCH.TV INFORMIERT:

Featured Speaker: Soyoung Kang, CMO at eos
Moderated by: Sarah Williams, Partner and Chief Creative Officer at Beardwood&Co.
Q&A Moderated by: Crystal Cheng, Associate Designer at Beardwood&Co.

Hear how Soyoung and her team at eos have led the way on TikTok and other platforms to connect creatively and authentically with the generation rising.

Discover what the next generation of consumers are thinking and feeling, and what they’re looking for from brands. Take away an approach to experimentation and risk-taking to learn fast and stand out.

Soyoung Kang is the Chief Marketing Officer at eos Products, the iconic beauty brand that has sold nearly a billion lip balms worldwide. Starting in 2018, Soyoung has completed a total reboot of the brand identity, from resetting creative and strategic vision, to dramatically expanding the category footprint and product pipeline, to launching experimental marketing initiatives like influencer collaboration FlavorLab and #eosmicrobatch DTC fashion drops.

Soyoung oversees the brand’s digital-first media plan to reach gen Z and millennial fans, especially through its immense social media presence of 9mm+ followers. She is a pioneer in TikTok, driving billions of video views with the award-winning #MakeItAwesome campaign and organically growing eos TikTok followers to over 500k.

Soyoung has been named a CMO to Watch by Forbes and Business Insider, and a Beauty Innovator by Glossy. She serves on the AdWeek DEI Council, which brings together leading executives to demonstrate their commitment to accelerating change in the industry.