When EOS got its start 7 years ago, the creators probably had a very good idea that their product was going to take the industry by storm. After all, it was literally by design.
The creators, one of whom had many years of packaging experience, wanted to create a product that would sell. They wanted to go into an industry and give it a complete overhaul.
They wanted to ‘shake up’ stores’ beauty aisles. They decided on lip balms because, as co-creator says, the products “were indistinguishable” from the original, which was a whopping 100-years-old. He was quoted as saying, “It appeared to us that everybody in this category was being lazy. That was an opportunity.”
While lip balm had generally seen as a unisex item, consumer research told the creators that women were the ones who bought the product the most, by a very long shot.
They questioned women about what they wanted out of lip balm, and what they felt they got out of the existing brands. They were left in disbelief that the market that bought lip balm found the packaging inconvenient and the act of putting it on monotonous and boring. A co-creator was quoted as saying, “The products that women depend on every day should deliver moments of delight that elevate these daily routines”.
With their product in mind, they went about targeting Millennials through traditional advertising as well as influential advertising. In many ways, EOS lip balm is considered the father of influential advertising, as they hit a solid campaign to have beauty experts review their lip balms on blogs, youtube, facebook, and other social media outlets. The products are available on Racked outlets and Ulta online.
In just 7 years, they have already become the second best-selling lip balm on the market – a market that they not only helped to revolutionize – but, one that is expected to only grows. For more info, visit evolutionofsmooth.com.