EOS has effectively changed the lip care industry. No longer are the choices limited to cherry or unflavored chapstick. A recent article discusses how EOS lip balm outdid chapstick by innovative packaging and some unique and varied flavors. Within a very short amount of time the fledgling company EOS (and acronym for the company’s full name “Evolution of Smooth”) had their products not only on the shelves of major department stores, they also had them in the purses and pockets of celebrities.
In her article, Elizabeth Segrain, attributes the success of EOS to their cutting edge packaging and the fact that they wanted to make a product that would be not only beneficial but fun to use. They did their research and listened to what consumers had to say. The finished product is one that engages all five senses: “from soft round packaging that felt good in the hands, to the colors of the orbs, to the smells, to the way the flavors tasted, and even to the clicking sound the sphere makes when it closes.” https://www.amazon.com/Organic-Smooth-Strawberry-Passion-Honeydew/dp/B009QTDYYA
EOS lipbalm is the brainchild of Sanjiv Mehra, Jonathan Teller, and Craig Dubistsky (Dubistsky left before the launch) with a goal of “shaking up” the beauty industry. Though it was at first hard to get into those major retailers, their first account was with a female buyer with Walgreens and by the time of their launch had the product both there and with Target. Using social media (they have almost 7 million followers on Facebook alone) and magazine ads, their advertising strategy has worked wonders. The company now is a $250 million dollar company and the second best-selling lip balm in the country. Visit evolutionofsmooth.ca for more info.