For years the only brand people recognized was Chapstick. They were the giants in the lip balm industry. How would a small, start-up business be able to compete with such a well-known name brand?
Several years ago, lip balm in pastel colors and branded with the name EOS lip balm came to the surface. It all started out in markets like Walgreens and Walmart and Target until Christina Aguilera, Miley Cyrus and Kim Kardashian got a hold of them, turning a small product into a well-known brand that could compete with the likes of Chapstick once and for all. Today, online retailers Ulta and Lucky Vitamin sell EOS products too!
Evolution of Smooth is the company name, EOS for short. This $250 million dollar company has gone ahead of the makers of Chapstick and Blistex, two long-running companies in the industry. EOS is now the 2nd best selling company for lip balm, only coming in second after Burt’s Bees. With 1 million units sold per week, consumers can see how this lip care market is skyrocketing, increasing sales each year.
What’s So Special About EOS Ingredients?
Their specialty derives from the demand of consumers asking for natural and organic products. EOS specializes in this concept also, focusing attention on creating products that consumers want. After watching the lip balm market, the founders realized there was not much innovation there. The makers of other brands were being lazy, making their own lip balm product to market like a bottle of shampoo. Basic and simple. After thorough research, it was found that women were the primary buyers.
After doing research and asking actual consumers what they wanted in a lip balm, Mehr, one of the founders came to the conclusion women should have a fun lip balm that makes them smile and stand the test of time. In the end, they created a lip balm that created an emotional connection to the user, making EOS a well-known name brand product.