eos Celebrates LGBTQ+ Coming Out Stories With The Trevor Project
Skincare brand eos celebrates LGBTQ+ coming out stories with The Trevor Project, following a campaign that raised more than $173,000 for young people.
Popular American skincare brand eos is celebrating LGBTQ+ coming out experiences through a creative campaign highlighting the friends, family members and communities who help people feel comfortable being themselves.
The company’s Smooth Coming Out Stories initiative brings together LGBTQ+ content creators sharing personal experiences of acceptance, encouragement and support, while helping raise awareness of The Trevor Project.
The organisation provides crisis intervention and suicide prevention services for LGBTQ+ young people across the United States.
Personal stories take centre stage
Created around National Coming Out Day on 11 October, the campaign invited LGBTQ+ creators to reflect on the people and moments that made their coming out experiences more positive.
In a distinctive approach to beauty advertising, participants shared their stories while applying eos body lotion, bringing personal conversations into everyday skincare routines.
Carley Caldas, senior vice president of marketing and creative at eos, discussed the campaign in an interview published on 20 October.
She explained that coming out is a different experience for everyone and that recognising those individual journeys was central to the campaign.
The creators’ contributions highlight everything from reassuring conversations to small gestures of encouragement that helped them embrace their identities with confidence.
Continuing support beyond Pride Month
Alongside the campaign, eos launched a $30,000 donation-matching initiative with The Trevor Project, which ran from 11 to 14 October.
The initiative followed the company’s Out Loud & Proud campaign in June, which raised more than $173,000 for the organisation.
Caldas also highlighted the importance of maintaining relationships with LGBTQ+ organisations throughout the year, rather than limiting representation and charitable support to Pride Month.
For eos, the partnership forms part of a broader approach to working with creators whose personal experiences reflect the communities purchasing its products.
The campaign gives LGBTQ+ voices a prominent place in mainstream beauty advertising while directing attention towards services supporting young people.
Its focus on kindness, encouragement and acceptance also offers a positive reminder that even seemingly small gestures can make a meaningful difference during someone’s coming out journey.
