How EOS Cornered the Lip Balm MarketMay 23, 2017 - Author: steph
Even though makeup trends come and go, the lip balm market belonged solely to Chapstick for many years. They came in Spartan packaging with little flair and choices were limited. However, over the last seven years, celebrities and fashion magazines alike have cited EOS as their go-to lip balm. The colorful, round packages of fruity balm sprouted up in department and drug stores all over America and became a huge hit with young women.
Kline Research concluded that EOS‘ sales have now outdone both Chapstick and Blistex with only Burt’s Bees coming out ahead. The demand for organic beauty products will only increase EOS’ popularity in years to come. However, only recently has Evolution of Smooth (EOS) spoken about their success. They wanted to focus all their effort on the product itself, so they waited until now to open up about their business practices.
Jonathan Teller, one of the EOS creators, says that lip balm was an obvious choice because many of the competitors had not been modernized in years. Research told them that women used lip balm nearly every day, but they found nothing fun about the process. The EOS packaging needed to engage all the senses, thus the colorful, round shape and pleasant scents. Since many other lip balms were unisex, they needed the packaging to be feminine and bright. The goal was to create a bond with female buyers instead of just selling them a product.
Though Teller and co-founder Sanjiv Mehra knew they had a great idea, going up against big competitors was daunting. They hired talented sales representatives and bought their own manufacturing equipment to speed along the process. Their manufacturing process is almost completely automated, which cuts down on labor and time constraints. Walgreen’s became the first store to sell EOS with Walmart @walmart.ca and Target close behind.
Instead of using traditional TV and magazine campaigns to attract millennial buyers, EOS was featured on YouTube videos and Instagram photos to create a buzz. Beauty blogs and video reviews were instrumental in EOS’ early success. EOS soon collaborated with popular brands and designers, like Keds and Disney, to reach a larger audience. Celebrities like Britney Spears and Demi Lovato helped EOS become the largest advertiser in their beauty category.
Currently, EOS has a huge social media presence with millions of Facebook and Instagram followers. They now produce shaving creams and hand lotions in addition to lip balms in an effort to keep the brand fresh. They sell over one million lip balms per week. Useful link here on costco.ca
For more of EOS, visit https://evolutionofsmooth.com/
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