EOS lip balm all started when three people decided to think outside of the box. Sanjiv Mehra, Jonathan Teller and Craig Dubitsky,came up with a way of creating a lip balm that was innovative and not the same and boring 100-year-old cylinder chap stick. For over a century, chap stick was found in drug stores with the same packaging, same shape, and the basic same flavors. The founders of EOS decided that there was an opportunity for creating a new and exciting lip balm that would be different than those of the past. In an exclusive interview with the magazine, Fast Company, the founders of EOS talk about how they have created a 250 million dollar company and the product that has become the second best selling lip balm in the country. Hop over now to evolutionofsmooth.ca, to read additional articles.
EOS, which stands for, “Evolution of Smooth” has been seen all over the beauty and fashion magazines and is now sold in most drug stores. This lip balm has single handedly driven growth in the oral care category. Although chap stick has been viewed as a unisex commodity, the founders of EOS realized that the product was being used primarily by women. Therefore, they decided to create a lip balm made for women’s every day experiences. Users on sensory panels explained that they liked the idea of lip balm being in the shape of a pot, but did not want to apply the product with their fingers. The founders decided that products that women depend on should bring moments of delight.
Mehra, Teller, and Dubitsky did not want to create a product that would just be a fad. Instead, they wanted to create something that could be useful, effective, and pleasurable to use for a very long time. They used their own capital and funds and hired a clay artist who modeled different shapes that would be different from the same cylindrical chap stick tube. It was important to them to create a product that would engage all of the five senses, such as,the way the smooth packaging would feel,the way the flavors would taste good, the smells, the color of the packaging, and the way it made a clicking sound when the pot would close.
Although the founders knew they had come up with a great product, they explain that it was difficult to get EOS into stores. At first, buyers at drug stores didn’t know what to make of this new product. Many thought that customers were creatures of habit and would stay loyal to the old chap stick that they knew best. However, after landing their first successful account with Walgreens, Target and Walmart soon began to put EOS on their shelves. Another useful site here at douglas.de.
In order to get the buzz out on this new product, the founders contacted beauty bloggers who reviewed EOS and posted about it on social media. Soon, EOS became the largest advertiser in their category. All of the advertising and work paid off as EOS is now a household product after just seven short years. Today, the company sells over a million lip balms a week.
For further details, visit their website at https://www.evolutionofsmooth.de/