Eos Spotlights Body Mists In Super Bowl Ad, Gopuff Partnership With Edible Cake Versions

The relationship between food and beauty is perennial, but it has kicked into a new gear in recent years, with brands like E.l.f. Cosmetics, Tarte, Rhode, Winky Lux and Glamlite collaborating with Chipotle, Krispy Kreme, Dunkin’, Applebee’s, Hershey’s and Kellogg’s.

Now, personal care brand Eos is pushing the food-beauty association into the surreal by partnering with Gopuff to sell and deliver lifelike, edible cakes that resemble the brand’s Cashmere Body Mists. The consumable activation ties into the brand’s Super Bowl commercial starring Mikey Day, a “Saturday Night Live” cast member and host of the game show “Is It Cake?,” and plays on the confusion between smelling and looking like dessert and actually being dessert.

The campaign taps into the gourmand trend that has been prodigious in fragrance and builds on Eos’s presence in the space after its first Super Bowl commercial last year, with a focus on its Vanilla Cashmere-scented body wash. Soyoung Kang, president of Eos, shares Eos received a 30% sales lift in-store for body washes in local markets where its Super Bowl 2025 commercial aired in the six weeks that followed.

Furthermore, according to data from Launchmetrics, Eos earned $5.68 million in media impact value (MIV) in February 2025, a 208% increase over February 2024. MIV is a measurement that places a monetary value on marketing activities.

The immediacy of the post-Super Bowl ad sales lift surprised Kang because she expected a delay. That sales increase contributed to the decision to more than double the number of markets for Eos’s 2026 Super Bowl commercial. Markets include New York, Atlanta, Dallas and Washington, D.C. This year, the brand will run one in-game ad in the second quarter across all markets, with both pre-game and in-game spots in Phoenix, Las Vegas, Houston, Minneapolis and Atlanta.

Kang says, “The Super Bowl is still a single moment where the attention of the country draws into this one event, the single greatest way to get the most eyeballs onto your message.” She adds, “We feel really confident that this is the right strategy for us when the business needs a quick, massive jolt of awareness for an important strategic initiative.”

Kang says, “There aren’t that many fragrance-driven brands out there, whether at mass or prestige, that can [be funny] and therefore, hopefully, feel more like an accessible and friendly brand in [a consumer’s] world. But that is the brand story, and the long-term brand equity we’re trying to build.”

Eos’s strategic initiative aligns with fragrance trends. From October 2024 to September 2025 versus the same period a year earlier, Spate found that search interest in “gourmand fragrances” jumped 57.6%. The trend intelligence platform explains that fragrances shifted toward scents that feel “warm, edible and atmospheric,” with marshmallow, caramel and other sweet profiles defining the category.

The cakes and the body mists are both priced at $12.99. Eos launched body mists in December 2025, selling them through direct-to-consumer distribution and mass retail partners such as Target and Walmart. Gen Z has been a central driver of fragrance category growth, and young shoppers often gravitate to body mists for their lower price points and the ability they provide to layer and mix scents.

According to market research firm Mintel’s data, 33% of American gen Z consumers prefer body mists or lightweight sprays over traditional formats. Market research firm Market.us estimates the global body mist market was valued at about $6.9 billion in 2024 and is projected to reach roughly $10.9 billion by 2034.

“Fragrance brands are catering to gen Z’s heightened interest in fragrance with product size variety and an expanded range of product formats,” says Lauren Goodsitt, director of beauty and personal care at Mintel, in an email.

Last year’s Super Bowl between the Philadelphia Eagles and the Kansas City Chiefs, featuring a Kendrick Lamar halftime performance, drew a record 127 million average viewers in the United States, with nearly 19% of the audience aged 18 to 34. Analysts tracking this year’s matchup between the New England Patriots and the Seattle Seahawks, with Bad Bunny set to perform at halftime, predict the broadcast could surpass last year’s record viewership.

“We feel really confident that this is the right strategy for us when the business needs a quick, massive jolt of awareness for an important strategic initiative.”

While social media influences gen Z’s fragrance purchases, Goodsitt mentions there remains strong hesitation to buy a fragrance product online without first experiencing it. In that context, Eos’s cake delivery serves as an unconventional way to sample a fragrance before committing to a full-size purchase.

Kang declines to disclose Eos’s sales, but the publication Glossy reported in 2025 that body care products were responsible for about half of the brand’s business. Along with body mists, the brand’s product portfolio contains shaving items, lip balms, body lotion and body wash. The publication Axios reported in 2024 that privately held Eos hired investment bank Centerview to explore a sale and had achieved annual sales of more than $100 million, a common benchmark for brands considering a sale.

Mirroring last year, Super Bowl ads currently cost between $7 million and $8 million for a 30-second spot. Eos’s 2025 Super Bowl commercial aired in nine key markets, four of which occurred in the second quarter, right before halftime. Additionally, Eos hosted a giveaway during the game. Each time a team scored a touchdown, Eos published an Instagram post, with viewers engaging via multiple methods. The winners (one per touchdown) received a year’s worth of body wash.

In some markets, Eos tested running ad spots within the 30-minute window before kickoff. Kang notes that this tactic is an emerging opportunity for advertisers because people will often have already gathered around the television by then. She says, “We were really interested in this [pre-kickoff] behavior and if we could [test] a mix of different ad spots to get a gauge [of ad spend] efficiency versus impact?”

Eos believes it can still deliver a sizable audience while putting money where it expects a strong return on investment through sales. Kang is interested in tracking whether the Gopuff activation helps support the core campaign and reach a different audience. Early next month, Eos will sell a limited number of eight scent-matched sweatsuits for $99 on the brand’s direct-to-consumer website.