Eos Products Case Study: 'Omnichannel Holiday Campaign'
The Path to Purchase Institute for the seventh straight year has teamed up with the Association of National Advertisers (ANA) to share case studies for selected winners of the ANA’s annual REGGIE Awards.
Each of these shopper-focused campaigns is worthy of “best in class” designation for the unique ways in which they engaged shoppers and drove results. “REGGIE,” shorthand for “cash register,” is an acknowledgment that the ultimate objective of any brand activation program is to drive sales.
In 2026 for the first time, the awards program became REGGIE Brand Catalyst Awards, honoring the teams and work that fuel brand marketing success.
2026 REGGIE BRAND CATALYST AWARD WINNER
Campaign: Eos Omnichannel Holiday Campaign
Client: Eos Products
Agency: Roundel
Category: Best Use of Retail Media Networks (Silver Award)
Whenever Target puts its weight behind a new category launch, it expects to lure shoppers at every touchpoint with something fresh and original — the marketing equivalent of a new car smell.
In the case of the Eos Omnichannel Holiday Campaign — the retailer’s official entry into the body mist category — a whiff of success surrounded the fragrance brand and its Target-exclusive Vanilla Cashmere scent from the very start.
“Our consumers had been asking Eos to bring its fragrance expertise into body mist, so we knew the interest was there,” says Grace Smith, senior director of DTC and omnichannel marketing at Eos Products. “But our research helped us understand the real barrier to purchase: It was not awareness; it was uncertainty. Shoppers were excited to explore new scents, but they still wanted an easy, low-risk way to experience them before committing.”
While fragrance consumers may begin discovering brands online, their final decision often happens in the aisle, where they can see the packaging, browse the assortment and, most importantly, smell the product. These insights provided the rationale for a sprawling holiday-themed sensory program — one grounded in a full-funnel approach to connecting retail media exposure with in-store activation.
“Full-funnel connectivity has to be designed in from the beginning,” says Smith. “It is not enough to have strong national media, retail media and an in-store activation. They need to reinforce one another as part of one consumer journey.”
Eos kicked things off in November 2025 with an immersive event at a Target location in New York that was later replicated at 200 stores nationwide. These were no drive-by spray encounters. Shoppers were greeted with a total experience: oversized, giftable displays; a playful Eos mascot and photo-ready setup; a dedicated area to interact with the new Eos body mist product and its other fragrances and lotions; and complimentary food and beverage pairings.
Hands-on trial was paired with precision digital targeting through paid search and retail media, which included both Target on-site placements and holiday timed multi-vendor programs. Additional digital channels — including social (e.g., Meta), DOOH and CTV — amplified newness and discovery in critical markets, while an Eos ambassador program encouraged shopper participation and continued engagement beyond the store.
“We aligned media with the activation calendar so shoppers were seeing the campaign in the same markets and during the same periods when they could experience it in person,” explains Smith. “Each touchpoint had a distinct role, but the creative and messaging remained connected throughout.”
Executing a cohesive program on such a large scale required a tremendous amount of coordination between the brand, media and retail partners.
“Instead of developing the creative first and then asking media to support it, we planned the consumer journey, media strategy and store experience together,” says Smith. “We also maintained regular cross-functional check-ins and worked from a shared activation calendar. That sounds simple, but it was incredibly important during the holiday period, when timing and store conditions can shift quickly. Centralized reporting also helped us see what was happening while the campaign was live and make decisions more quickly.”
The combined efforts paid off. The flagship Brooklyn event drove a 128% sales lift and a scaled demo program drove a 46% lift across participating stores. Digital media generated more than 350 million impressions and outperformed the previous Eos holiday campaign’s ROAS by 155%. During the holiday period, Eos was the No. 1 brand in hand & body lotion category, while its newly launched body mist product rapidly climbed to the No. 1 spot in its category.
If there’s a single biggest takeaway, says Smith, it is to involve retail partners at the strategy stage, not just the execution stage. “That early collaboration is what allowed the program to feel like one connected experience, rather than a collection of separate tactics.”
