For many years users of lip balm were forced to use tubes of unexciting products, most of us simply referred to as Chapstick. Seven years ago, a new product hit the market, which offered a very different look and feel. This new lip balm comes packaged in a tiny ball and sports pastel colors and flavors like honeydew and grapefruit. This product is called EOS and it fills the aisles of Walgreens, Walmart, Target , eBay and many others.

In order to corner a nice share of the market, EOS, short for Evolution Of Smooth, advertises in beauty and fashion magazines. This strategy has been highly successful. Research firm Kline, indicated that EOS lip balm is second only to Burt’s Bees, and out sold both Chapstick and Blistex, companies which have been around for a number of years longer than EOS. These tiny balls of lip balm fly off the shelves at a rate of over a million units a week. Future sales look promising as natural and organic products are extremely popular today.

Sanjiv Mehra, the cofounder and managing partner of EOS, believes it is important for consumers to get to know the company and what they stand for. Many lip balms on the market are made of ingredients that are not digestible and have been unchanged for 100 years. Furthermore, lip balm is seen as a unisex product. In-depth consumer research found this product was used by women at a remarkable rate over men. Women did not find lip balm enjoyable. EOS created a product that is enjoyable and will have a lasting place in the market. The product is made with organic ingredients, appeals to all five senses, and is sold at a competitive price. All of these pieces fell together perfectly and the product has been a great success. To learn more about EOS, visit their Facebook page.

References:

https://www.fastcompany.com/3063333/startup-report/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick

http://www.target.com/p/eos-organic-lip-balm-sphere-strawberry-sorbet/-/A-13731791

http://www.ulta.com/smooth-sphere-lip-balm?productId=xlsImpprod3490245

 

 
 

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