Until lip balm makers EOS (Evolution of Smooth) arrived on the health and beauty scene, choices for lip balm were fairly limited. The same few varieties in the same shapes were offered by a handful of popular brands. Although, to many, it would have seemed that there wasn’t much of a way to revolutionize the industry at that time, the creators of the lip balm giant saw undeniable opportunity.
The founders of EOS wanted to make the lip balm experience a fun one, engaging all five senses. They wanted their target audience to be style-conscious women between the ages of 25 and 35, as this is the demographic they believed would want new lip balm options. After an extensive amount of research and development, it was decided that EOS would release colorful, sphere-shaped lip balm, made from organic ingredients and offered in numerous flavors.
After a successful meeting with a buyer at Walgreens, EOS lip balm earned their first account with the store. Quickly following were accounts with eBay, Target and Walmart, helping lead to the massive success of the company. Once EOS had product offerings placed in these stores, it began to focus on a unique marketing strategy. Rather than relying solely on traditional advertising methods, the brand leveraged influence marketing. EOS continues to reach its millennial audience through an impressive social media (https://www.facebook.com/eos/) presence and celebrity endorsements. Now an industry leader, the lip balm is the second best-selling lip balm brand in the United States.
For more information, visit the evolutionofsmooth website.