EOS is a Force to be Reckoned With in the Lip Balm Industry
For decades people have scanned the aisles of stores picking up the tried and true brands of lip balms. It was more of a chore, like brushing your teeth, nothing fun or happy about applying the lip grease. But about 7 years ago, 3 men with a vision set out to make lip balm history and they have. In a report by Fast Company, Sanjiv Mehra, co-founder of EOS, Jonathan Teller, and Craig Dubitsky wanted to shake things up in the lip balm industry. Dubitsky left before the official EOS lip balm launch. At this present moment, they are number two, falling in behind Burt’s Bees, also leaping ahead of Chapstick.
Lip balms remained an untouched product area for a century. But with the vision of these 3, they switched it up by changing the outlook on lip balm completely. They pulled away from the typical look, deciding to target the female audience, age ranging from 25 to 35. They decided to go with a sphere shape, adding bright, pastel colors so it’s visually appealing. They didn’t advertise right off the bat. Instead they landed a chance meeting with a female buyer from Walgreens. She seen what they seen and took that chance. Other retail stores like Racked and Wal-Mart followed. It wasn’t long before EOS can be found everywhere. Production and distribution was the main goal in the beginning with their small startup company.
From that point, they reached out to beauty bloggers. Getting them to try their product and go to social media (https://www.facebook.com/eos/) with their findings. Celebrities took to the new lip balm. Miley Cyrus, Christina Aguilera, and Kim Kardashian was spotted pulling these cute orbs out from their make-up bags and using them. That helped stir the curiosity about the product line. EOS tickles all 5 senses. It covers how it feels in the hands, how it visually appeals to the eyes, how it smells, how it tastes, and the sound it makes when the orb closes. To read more on EOS, look here.