Buying lip balm used to be a boring experience tackled when lips became so dry and painful relief was finally needed. Most choices centered around Chapstick with a waxy unnatural feel. Recently, EOS (Evolution of Smooth) broke the mold and created colored orbs of lip balm with enticing flavors of honeydew, grapefruit, vanilla, and more.
In an interview with Fast Company, the company’s founders explained how they broke into a market that hadn’t changed in years. Marketing to Millennials seems to be the key. EOS started by using organic ingredients and researching what female lip balm users were looking for in a product. Women wanted a lip balm that would be fun and make you smile. The developers of EOS decided to create a lip balm that engaged all five senses – the flavor, the smell, the color, the soft round packaging, and the sound the lip balm makes when it clicks closed.
EOS co-founder and managing partner, Sanjiv Mehra, talked about how they took a small startup company and created a business whose revenue is projected to increase steadily to $2 billion by 2020. The company worked to make sure their product was not gimmicky or a fad and would stand the test of time. Getting the products into the store also offered a challenge. Buyers at drugstores were unsure about this new product and packaging and claimed buyers were creatures of habit and wouldn’t respond to the new innovative look and feel of EOS lip balm. In the end, the EOS team worked with a female buyer at Walgreens who fell in love with the spheres and launched the product.
Through creative marketing, investing in their own equipment, and managing production EOS has been able to meet the demands of new accounts from Wal-Mart and target quickly. Partnering with Keds, Rachael Ray, and Disney’s Alice in Wonderland has created a sensation with lip balm users of all ages. The unique backgrounds of the founders helped them take on the industry giants and their hard work has paid off. Visit the website; evolutionofsmooth.com for more details.