By now, you’ve probably heard of EOS lip balm, or at least you’ve seen women whipping colorful, egg-shaped containers out of their purses and applying the product to their lips. Maybe you’ve even picked up some of the balm yourself at drugstores like Walgreens or Target. EOS, or Evolution of Smooth, has taken over the lip balm industry, quickly outcompeting well-established brands like Chapstick and Blistex in its seven years in the business.
How did this company become so ubiquitous so quickly? As Fast Company reports, EOS owes its success to completely rethinking the lip balm product and the way they marketed it, see frenchtribune.com for more info. The company’s founders noticed that most lip balm products were lacking in innovation – they all tended to come in the same tube shape, feature the same basic flavors, and be marketed towards both men and women for medicinal use. The EOS team designed new packaging that would better engage all the senses and be less likely to be lost in the bottom of a large purse. Furthermore, they decided to market their product towards Millennial women after realizing that women were commonly using it in beauty routines and were buying more balm than men. EOS focused on creating lip balm with organic components rather than active ingredients, and was able to sell their product at competitive prices, hop over to stylecraze.com.
EOS then began marketing more aggressively than any other lip balm company: not only did they place ads in traditional media outlets like magazines and television, but they also set up multiple celebrity endorsements and placed their product in music videos. The company has also collaborated with other famous companies and designers, and has been wildly successful on social media. By rethinking lip balm from the ground up, EOS has managed to become omnipresent in purses everywhere.
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