About a decade ago, the co-founders of EOS (Evolution of Smooth) decided to tackle the unimaginative lip balm market. Sanjiv Mehra, Jonathan Teller and Craig Dubitsky began brainstorming about how to rock the lip balm world and wake up the senses with an exciting, new lip balm. They wanted a product with an innovative shape, pretty colors and lip-smacking flavors. Although men use lip balm too, they found the majority of lip balm users were women, so they targeted their delightful product to stylish, millennial women. The in depth details of how this exciting company began are intriguing.
They challenged the tired, cylindrical shape of every other available lip balm and brought in a clay artist to create different shapes. They settled on the pastel-colored, round orbs now found in millions of purses and pockets worldwide. Pairing that eye-catching design with their yummy flavors made them a lip balm force to be reckoned with.
Smart, focused marketing got the attention of their target market, and a reasonable cost of around $3 made EOS lip balm sell like crazy! First they sold at Walgreens, then Kohls, Target, Ulta and soon afterwards you couldn’t go anywhere without seeing those pretty EOS lip balms. Currently selling over a million units a week, EOS is the second-ranking lip balm seller, after Burt’s Bees. Chapstick and Blistex have been left in the dust, as EOS’s lip balm continues to captivate the market with its ingenuity.
With EOS, using lip balm went from a boring thing to a fun thing, which does exactly what their tagline says, “The lip balm that makes you smile.”
Visit the EOS Facebook page: https://www.facebook.com/eos/