Seven years ago, a lip balm by the name of EOS began to take over shelves at major retailers, causing an uproar over the variety of flavors. Before EOS hit the market, lip balm was a bland purchase of necessity. With EOS came flavors of grapefruit and honeydew that were raved about by celebrities and beauty editors at Cosmo and Allure.
Evolution of Smooth, the company’s full name, sells over 1 million units a week of lip balm. EOS lip balm is second only to Burt’s Bees, outpacing Chapstick and Blistex in sells. According to Kline Research, EOS has increased market growth in the oral care category which is driven by natural and organic product demands. For activity update of EOS, follow their facebook.com page
EOS cofounder and managing partner explains in Fast Company’s interview about EOS’s business strategy that as a small start-up, EOS’s attention was on creating products and distributing them. Now, Mehra discusses that “…it is important for consumers to know a little bit more about the business we are and the values we stand for.”
After consumer research indicated that there was space in the market for a product tailor-made for women’s beauty, EOS set about creating a radically different take on lip balm. To Mehra, that meant that EOS needed to be effective and consistently pleasurable to use. This included a soft round packaging, a variety of colorful orbs, new smells and even flavors of lip balms with organic ingredients. To top it all off, EOS set a price point of $3 to compete in the oral care market. Hop over now to walmart.com and make a choice.
Now, reaching their demographic through beauty bloggers and celebrity endorsements, EOS lip balm has excelled by becoming a household product. This allows them to create new products and enter new markets thanks to their ‘entrepreneurial mind-set’ and ‘big-company discipline’ that is described by Mehra as part of EOS’s success. Head over to this important site.