Once upon a time, brands like Burt’s Bees, Chapstick and Blistex were at the forefront of the lip balm market. However, about seven years ago, the sphere-shaped lip balms from Evolution of Smooth (EOS) began taking over the market.
After the founders of EOS convinced a buyer at Walgreens to stock the lip balm, EOS products gained popularity and started appearing in other popular stores like Walmart and Target. EOS is now the second best-selling lip balm in the country.
EOS has also found its way onto the pages of beauty magazines like Allure and Cosmo, and has become a favorite of beauty editors and celebrities. The products are also popular on Facebook and social media.
Previously, EOS founders were pretty secretive about their marketing and profit strategies. But these days, co-founder Sanjiv Mehra states that now that EOS has experienced such monumental success, it’s time to share more of the company’s core values with the public. https://www.fastcompany.com/3063333/startup-report/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick
One of the reasons that EOS lip balm has become so appealing to customers is the company’s ability to speak to the needs of women. Market research suggests that while lip balms are usually marketed in a unisex fashion, a significant number of women reported using lip balms daily. Mehra states that everyday beauty products should deliver “moments of delight” that help to make the day just a little better. This train of thought has contributed greatly to the success of EOS.