About a decade ago, lip balm was standard and ubiquitous. Consumers could expect the standard ChapStick and sometimes a new flavor or color. In this market, EOS lip balm arose and quickly became a major player in the industry. It appeared in beauty magazines, was spotted with celebrities and became the second best-selling lip balm after Burt’s Bees. EOS both revolutionized a standard product and capitalized on the newer generation’s preference for natural and organic products.
EOS lip balm was pioneered by three entrepreneurs, Sanjiv Mehra, Jonathon Teller and Craig Dubitsky. Coming from both big and small industries, the founders of EOS each brought something unique to the table. Their research showed that there was little innovation in the lip balm market and that women were the biggest consumers but were not entirely satisfied with the available options. So they created a product together that felt, smelt and tasted nice when compared to its competitors. They were careful not to make a new fad but also to do something fresh and new that would grab the market’s attention. They hired their own designers, used natural organic ingredients and even added a nice signature clicking sound when the lip balm was closed.
There was some difficulty initially selling the product to large stores of Target and even Costco because they were skeptical of a new product’s ability to make a name for it and thought that consumers and particularly men would stick with what they knew. However, once the product hit stores consumers responded with gusto. This was in large measure due to EOS’ advertising campaign that combined the traditional approach of television and magazine advertisements and newer elements like reaching out to social media personalities, collaborating with other companies and being featured in music videos. EOS’ approach has does well for the company’s success. Now EOS has begun expanding into other beauty products while maintaining its place in the lip balm industry.
EOS website: https://evolutionofsmooth.ca/