EOS has managed to carve out its own niche in lip balm industry and is a top choice among millennials. The $250 million company produces products that can be seen in magazines and TV commercials. Even some of today’s top celebrities like Christina Aguilera, Miley Cyrus and Kim Kardashian have been seen using these products.
EOS, which stands for Evolution of Smooth, was started by Sanjiv Mehra, Craig Dubitsky and Jonathan Teller nearly a decade ago. The founders wanted to come up with a different way to package and market their products in order to set themselves apart from their competitors. Prior to the launch of the first products, Dubitsky decided to leave the company to pursue another business opportunity.
Since most lip balms are treated as unisex commodities, the founders of EOS lip balm decided to market their products to women. They found that women made up the largest percentage of lip balm consumers and that other companies were failing to market effectively to their demographic.
Additionally, the founders of EOS wanted to create a product that was not just a fad. They figured that the best way to do this was to make a type of lip balm that engaged all five senses. They wanted products that felt good in the hands, had colors that were pleasing to the eye, and came in flavors that appealed to people’s taste and sense of smell. Even the clicking sound that is made when the packaging is opened and closed was taken into consideration.
According to a Fast Company article, EOS has quickly become one of the best-selling brands of lip balm on eBay. Approximately one million units are sold to consumers each week, and sales are expected to increase. Total sales have surpassed those of ChapStick, Blistex and other brands that have been around longer. EOS currently ranks number two in sales behind Burt’s Bees.
One of the most distinctive features of this lip balm is its packaging. Instead of the traditional long narrow tube, EOS comes in a ball-shaped package that is easy to carry in handbags and also doubles as a clever fashion accessory.
The company also prides itself on using natural, organic ingredients in its products. Notable ingredients include beeswax, shea butter and coconut oil. Consumers can choose from lip balms that come in flavors like passion fruit, strawberry sorbet and sweet mint.
In order to keep customers interested, EOS continuously comes up with new product lines. The company recently launched a line of shaving creams, hand lotions and body lotions.
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