Popular Gen Z Beauty Company Shares Marketing Know-How

The brand eos provided marketing students with career advice, media tips and Association of National Advertisers membership

For students and aspiring professionals, few assets are more valuable than a strong and diverse network of connections.

Recently, at an event hosted by Sacred Heart University’s marketing department, students were given the chance to make lasting connections and learn valuable career skills with a leading consumer brand, Evolution of Smooth, also known as eos.

The beauty company provided students with career and professional development, offering a presentation on the brand, each marketing team member’s role and a question-and-answer session focused on career advice.

Brent French, associate dean of academic affairs for the Jack Welch College of Business & Technology, is grateful for the company’s support and commitment to SHU and its students.

“Partnerships and real-world experience make a big difference for students,” French said. “I want to thank the students for taking the time to be here today and thank eos for their commitment and willingness to team up with SHU. Their innovation and dedication make this partnership special.”

The director of brand marketing and media at eos, Kelsey Newberry, said the team is excited to provide students with knowledge and real-world insight into the marketing and advertising field. “We also recognize this as a great opportunity to learn from the students, as they have such unique ideas and perspectives that are so beneficial to our company,” Newberry said. “This event marks the start of what we hope is a great, long-standing partnership.”

The partnership began with a generous donation from the eos team—a full membership to the Association of National Advertisers (ANA), a professional development network. The gift came through the ANA’s educational fund and its Give the Gift of ANA University Membership program, through which companies donate an ANA membership to the university of their choice. This gift provides SHU faculty and students with complimentary access to ANA’s extensive resources including marketing content, conferences, committees, training and professional development programs.

When eos was in search of a partner university, it did not take long to find the perfect match. “We wanted to prioritize partnering with schools in the Tri-State Area to allow for a more hands-on, collaborative relationship,” Newberry said. “When ANA suggested Sacred Heart University, we immediately recognized it as a perfect opportunity.”

Students in attendance, like Caitlyn Kownacki ’25, are thankful that the team from eos took the time to plan a meaningful event that was both educational and engaging. “The interactive activity, where we brainstormed taglines, event ideas and social media campaigns for the company, was extremely engaging and insightful,” she said. “I am incredibly grateful to have learned from such an innovative marketing team, and I look forward to taking what I have learned and applying it in the future.”

The eos event inspired Emily Butler ’26 to start thinking about her future career. “Meeting a group so passionate about their work and so excited to connect with students made me excited for my professional journey after graduation,” she said. “It was inspiring to hear both the team’s personal stories and the evolution of the eos brand.”

Classmate Sage Smith ’26 said she felt the same way. “One of my biggest takeaways from the event was how impressive it is that such a focused marketing and product team can accomplish so much,” she said. “From seeing how they resonate with their audience in their strategy to brainstorming ideas with their team, I found it truly an inspiring and creative event.”

Collaborations with businesses have a huge impact on students and help take SHU’s programs to a new level, said Shiyun Chloe Tian, assistant professor of marketing. “Events like this bridge classroom learning with market realities and create meaningful opportunities for our students to engage with companies shaping the future of marketing,” she said. “We look forward to welcoming the eos team back to campus this fall to continue inspiring our students.”