Move over, canned celebrity air. In what might be one of the most peculiar celebrity collaborations of the year, actress Sydney Sweeney has partnered with fashion retailer American Eagle to sell bars of soap inspired by a very specific concept: her own bathwater.
The limited-edition product, dubbed the 'Sydney Sweeney Soap', is a direct nod to a long-running internet meme and fan obsession centred on the Euphoria and Anyone But You star. The soap is described as having a 'clean, warm, and sensual' fragrance, though it thankfully does not contain any actual bathwater.
A Marketing Stunt That's Cleaning Up
The launch is part of Sweeney's broader campaign as the face of American Eagle's Y2K-inspired sub-brand, AE. The soap itself is not for individual sale; instead, it is being offered as a free gift-with-purchase for those spending over a certain amount on the brand's jeans.
This strategy has proven to be a viral success, generating a torrent of online discussion, media coverage, and undoubtedly, web traffic for the brand. It cleverly taps into the actor's massive online fandom and the bizarre, often-humorous nature of internet culture.
Internet Erupts With Reactions
As expected, the internet had a field day. Social media platforms were quickly flooded with reactions ranging from utter bewilderment to amused admiration for the sheer audacity of the marketing ploy.
Many users on platform X (formerly Twitter) cracked jokes, with one quipping, "This is the weirdest timeline," while others simply expressed their confusion. The stunt has successfully blurred the lines between satire and serious commerce, leaving everyone talking.
Whether seen as a genius engagement tactic or a step too far into the realm of the absurd, Sydney Sweeney's bathwater soap has ensured that her collaboration with American Eagle will be remembered long after the last bar has been used up.
