When the world heats up, East Coast Glow cools things down—naturally...
Natural Defense for an Unnatural World
In an era of trade wars, human rights erosion, and political division, people are sweating more than ever—physically and emotionally. Enter East Coast Glow, a Canadian brand rooted in sustainability and nature, which just launched its newest outdoor and print campaign titled “Sweaty Times.”
Developed by Ray Agency, the campaign harnesses both humor and grit, positioning East Coast Glow’s activated charcoal deodorant as a powerful solution for tough times. The message is clear: if the world’s going to stress you out, at least your pits can stay fresh.
Pure Iceberg Water Meets Plant-Based Power
What sets East Coast Glow apart? Their formulas start with pure, hand-collected iceberg water from Newfoundland and Labrador—yes, actual icebergs. Then they infuse it with wild-harvested, natural ingredients to create plant-powered skincare that’s clean, effective, and eco-responsible.
This isn’t just another deodorant—it’s an environmental statement, a personal rebellion against the chaos, bottled in recyclable packaging and free from toxins.
Outdoor Ads That Don’t Sweat Subtlety
The “Sweaty Times” campaign made its debut across Canadian outdoor media in June 2025, targeting commuters and urban dwellers with bold visuals and snappy copy. It’s a reminder that while we can’t control geopolitics, we can choose products that honor the planet and our bodies.
BM Outdoor celebrates these campaigns that spark social conversation while redefining how beauty brands use OOH media to break through the noise.
Designed for Real People, Not Algorithms
Unlike mainstream products made for shelf appeal and search rankings, East Coast Glow's deodorant is crafted for real bodies in real climates. Their philosophy: beauty should be rooted in authenticity, sustainability, and self-respect—not artificial hype.
A Beauty Brand That Isn’t Afraid to Sweat
East Coast Glow flips the narrative—sweat isn’t something to be ashamed of; it’s part of being human. And with their charcoal formula, it's handled with grace. Their message to the world? When the pressure rises, stay cool—and stay grounded.
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