How EOS Took Over The Lip Balm Market

Many have heard of or even used the famous lip balm from the brand EOS, which stands for Evolution of Smooth. They stand out as a company, not only because of their unique look but because of the rapid success they experienced in such a small amount of time. In only 7 years, EOS became the second top selling lip Balm Company, just under Burt’s Bees.

The idea began when the creators, Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky realized that the Well-known brands were getting lazy. It was and still is a very competitive market to get into, but the only competition was over pricing, a few ingredients, and flavoring. In fact, chapsticks blended in as a boring commodity, like toothpaste and shampoo. There was no creativity. The creators jumped on this opportunity.

Of course, they brought in experts to help them out. One of the people they brought in was purely there as a clay artist to come up with different shapes for the product. The creators really wanted to make something unique that would appeal to every sense, from the smooth round shape of the product to the smell, taste, and nice click when it is closed, They also brought in an advanced sales representative to bring the products into the stores. Today, EOS lip balm products are being sold online on Amazon and eBay as wells as on popular retail stores.

At first, store owners were not too fond of the product. They thought customers would stay loyal to their usual brands and that men would see no point in the creative product. Luckily, the creators marketed their product to female Millenials who were fashion-conscious. From advertising their product in YouTube music videos of famous people to asking fashion bloggers to review their product, the Target audience was hit well. It is now heavily used amongst the female Millenial audience.

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How EOS Took Over The Lip Balm Market