Seven years ago lip balm began to change. In a world of tubes that hadn’t been updated much in a century, EOS lip balm spheres arrived to brighten the drugstore aisle and women’s purses. The founders of EOS recognized a gap in the lip balm industry and knew they could use their unique backgrounds to create a lip balm that was fun and enjoyable.
In an article on Fast Company, Sanjiv Mehra and Jonathan Teller talks about their experience in consumer packaged goods and startup incubators. They set out to design a product for stylish millennial women that would engage all 5 senses–the round packaging and memorable colors were just the beginning. Using organic ingredients and competitive pricing were other important components. Once they had created their product, introducing it to the market was a hurdle until a female buyer at Walgreens decide to give the little spheres a chance. Soon after, Walmart and Target also picked up EOS lip balm.
Getting their product on shelves was not enough. To compete in the industry, EOS had to scale quickly. Mehra and Teller invested in their own equipment to manufacture the lip balm and made an influencer marketing plan. They had beauty bloggers review their product on social media. They became the largest advertiser in their category by working with millennial celebrities like Taylor Swift, Britney Spears, Demi Lovato, and Miley Cyrus to get the word out.
EOS now sells 1 million lip balms a week. Kline Research says they have singlehandedly driven growth in the oral care category. The founders’ goal to make an effective and pleasurable lip balm has certainly been a success. Their delightful orbs are widely recognized and make you smile just as their tagline promises. For more info, visit evolutionofsmooth.com.
You can read more about the creation of an imaginative lip balm here: https://www.fastcompany.com/3063333/startup-report/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick