Seven years ago, the lip balm industry was changed forever. Before the revolution, most just skimmed the lip care isle until they found a tube of Chapstick. However, these days that same isle is quite different and now has a more lively competitor taking over its shelves. https://www.fastcompany.com/3063333/startup-report/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick
With their recognizable orb shape, and unique pastel colors it`s no wonder EOS appeals to the masses. These “egg” looking lip balms were seen everywhere! From celebrities like Kim Kardashian, to magazines such as Allure, the company became a household name. The brand was first sold in Walgreens, but with its growing popularity, soon became sold in Walmart and Target as well.
With all the buzz EOS lip balm made strides. Believe it or not, the company drove growth in the oral care category singlehandedly, according to Kline Research. Their natural and organic formula is a main reason behind this high demand, and is really working for the company. It is now selling over 1 million units per week, and the future looks promising!
Sanjiv Mehra, the cofounder and managing partner of EOS, previously worked for companies such as Pepsi Co. and Unilever. He decided to team up with Jonathan Teller and Craig Dubitsky, and the trio looked into ways that they could change the beauty industry. Dubitsky eventually left before the launch of EOS and created his own company, Hello Products. However, Mehra and Teller saw that there had not been anything exciting going on in the lip balm category, and saw an opportunity.
After the two did their research, they formed a conclusion. Lip balm was primarily promoted as a unisex product, but was primarily used by women over men. With this knowledge, the tuned into what women had to say about their lip care products and used it to create something truly innovative.
Women had reported losing their tubes of balm in their handbags and enjoying the new potted balms that were on the market. However, there was the issue of having to dip their fingers into the pot to get product, an this seemed unhygienic. This information was valuable, but the most important fact was that women did not see lip balm as a fun or enjoyable product. With this knowledge, Mehra and Teller wanted to change it.
With that, they created a product to appeal to the five senses. Soft packaging, good smells and flavors , bright colors, and even the small clicking sound made when closing the container were all brought together to make the well known EOS we see today. With the approach to have more fun when using lip balm, the company picked the tag ling, “The lip balm that makes you smile.”
Smile was right, after all the difficulty getting into drugstores that the brand faced, they made it into Walgreens and it was all uphill from there. One of their main sources of marketing was social media. The company wanted to steer promotion towards millennials. To do this, they partnered with beauty bloggers on platforms such as Facebook, YouTube and Instagram to create reviews and to get their product talked about. Soon enough, EOS was featured in Miley Cyrus and Britney Spears music videos, and was a headline sponsor for Demi Lavato`s world tour.
Over time EOS has partnered with many other known brands, such as, Keds and even Disney. The company`s work has surely paid off and has gone from an idea to a household product in only seven years, and has many imposters. Mehra and Teller credit this success to their unique backgrounds and believe that they truly helped them take on this industry. One thing is for sure, EOS is everywhere!