From out of nowhere, or so it seemed, round EOS lip balms started appearing on drug and department store shelves and in celebrities makeup bags. This wasn’t by chance, the co-founders of EOS (evolutionofsmooth.ca), Sanjiv Mehra, Jonathan Teller and Craig Dubitsky, set about shaking up the lip balm market with an innovative new product that could take on Chapstick and Burt’s Bees.
Recently, Teller told Fast Company that there was little imagination in the lip balm category, which was why they saw an opportunity there. After careful research, the EOS founders realized that while lip balm was a unisex product, it is used by far more women than men. Seeing the chance to enhance lip balm to appeal to more women, the EOS lip balm founders chose the soft, rounded shape and developed exotic flavors, such as grapefruit.
Still, making a lip balm that was curious, enchanting and inviting wasn’t going to be enough to take the market away from Chapstick and Burt’s Bees, the founders needed to find a way to get noticed by millennial women, their target customer. Using influencer marketing tactics was the ideal solution, beauty bloggers were eager to review the lip balm since they could recommend an affordable product to their readers. Eventually they got a break when one female Walgreen’s buyer really loved the balm and the other major chains such as Target, Wal-Mart and even Amazon followed.
Today, EOS has a major social media following, they are selling more than a million lip balms a week and they are partnering with brands like Keds and Disney, proof that the company reached its goal of becoming a household name.