Inspired entrepreneurs saw the world of lip care in a slicker way than the traditional lip balms on the market. EOS (Evolution of Smooth) Lip Balm, the creation of co-founders Sanjiv Mehra and Jonathan Teller, is now the second most popular lip balm on the market.
Focus, Focus, Focus
Lip Balm was originally thought of as a practical, faintly medicinal, and totally unisex product. But focus groups showed a different trend. Women were the vast majority of consumers. Young women were ready for something that spoke to them. They knew what they wanted, and what they wanted was organic. Literally.
A Sense of Delight
With this new knowledge of the consumer base, EOS Lip Balm created a product that appealed to women. They desired an experience that delighted the senses. From the happy little click that closes the soft round plastic container to the pastel colors and fun flavors that enliven the senses, a part of daily personal care became an opportunity for a moment of pleasure. The EOS motto is “The lip balm that makes you smile.”
It Takes One Fan
A hurdle to overcome was product placement. Many buyers were men who didn’t understand EOS Lip Balm. But one female buyer from Walgreens was a fan and the lip balm gained traction.
Gliding Across the Lips of Celebrities
In the age of instant communication, social media stars such as Christina Aguilera, Miley Cyrus, and Taylor Swift took a shine to EOS Lip Balm; beauty bloggers sang its praise with moist lips on Instagram, Facebook, YouTube and Linked In (https://www.linkedin.com/company/eos-products-evolution-of-smooth-) . Millennial women listened. Fortunately, with its own production facilities, the company was able to keep up with the ballooning pace of demand.
The Future Looks Good
EOS Lip Balm currently sells 1 million units a week on ULTA. With predictions of global lip care to increase to 2 billion by 2020, the future is worth smiling about.
Plans for EOS, which already introduced a sports shoe to coordinate with a flavored lip balm, include new lines of products and cross-marketing platforms.
The Evolution of Smooth continues to evolve. For more information, visit the website: evolutionofsmooth.com.