Welcome to EOS or Evolution of Smooth, with it’s tagline being “The lip balm that makes you smile.” Seven years ago the small “orbs” of EOS lip balm appeared everywhere including Ulta, Target, Walgreen’s and Walmart. Cosmopolitan and Allure magazine’s beauty editors were amazed by the uniqueness of the product and the flavors such as Honeydew and Grapefruit. Once celebrities, Miley Cyrus, Kim Kardashian and Christina Aguilera jumped on the EOS lip balm bandwagon, being seen taking the EOS orbs out of their purses, history was made.
How did EOS start to outspace Chapstick and Blistex on the shelves when those companies have been around much longer? The answer is uniqueness. Uniqueness in shape, size, flavors and organic ingredients. EOS currently sells $1 Million units per week, being on track to sell $2 Million by the year 2020.
Sanjiv Mehra, EOS cofounder and managing partner spent his early career at PepsiCo and Unilever. He thought the lip balm industry needed a makeover. The current lip balm products were virtually indistinguishable from each other. He saw an opportunity to create something new when he deemed that the industry in the lip balm category was being “lazy.” Mehra wanted to make a product that was not gimmicky and the design and concept could stand the test of time. He wanted the product to be a complete sensory experience. Menra wanted the packaging to feel good in the hands, he wanted the product to smell good and taste good, wanted the colors to be beautiful and even the sound of the clicking of the packaging to be pleasurable. He essentially wanted an emotional connection to the product.
Marketing was key. EOS contacted beauty bloggers to review the product on social media sites. EOS showed up music videos and sponsored Demi Lovato’s world tour. Great product placement!!