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.
José Borghi is a leader in the Brazilian advertising community. Borghi is a media giant who is the mind behind a number of hallmark Brazilian commercials for major international brands. The CEO of Mullen Lowe Brasil, a preeminent ad agency, recently gave an interview to Brazilian news site Exame.com about how to succeed in marketing even in challenging economic conditions. According to Borghi, recession is an opportunity for marketers to show how relevant their discipline is a tough economy.
The last two years have seen Brazil’s economy lose its footing. The country experienced high inflation coupled with currency devaluation and 3% drop in GDP during this period. These factors have trickled down to consumer pricing, and consequently marketing departments need to develop creative and effective strategies to minimize the effects of market instability.
Borghi added that businesses must view advertising as going beyond merely “showing” products to potential customers, but must be an integral part of a brand’s strategy. Working in concert with all divisions within an organization, marketing can be a determining factor in meeting established goals since it is interrelated with stratgic planning, operational management, data analysis, and error detection.
As marketing departments are key units within companies, they are able to analyze market conditions to prevent the crisis from spilling over into the business by compensating with more customers and smart resource allocation. One issue that the former CEO of Borghi Lowe (now Mullen Lowe) pointed out is product mix. By researching market needs, marketing departments can help devise sales strategies that will yield good results, maximizing resource allocations and ensuring a satisfactory ROI.
For Borghi, a financial crisis is an opportunity for innovators who use technology for strategic planning and data analysis in order to take on the competition with value-creating propositions that attract new clients and help retain existing ones.