EOS Lip Balm, named for its creator, Evolution of Smooth, appeared everywhere seven years ago. They are easy to spot, with their unique orb design, in the hands of famous customers from Taylor Swift to Miley Cyrus. The immediate infiltration of the world of pop culture caused instant brand recognition upon the most coveted audience the millennials. Not just a viral sensation this was a well-planned marketing technique that has made EOS a major player in the lip balm industry.
The reason behind the lasting power of the EOS lip balm is the forward-thinking strategy behind the company. In an interview by Fast Company, two of the company’s founders, Sanjiv Mehra and Jonathan Teller are behind this fusion of brand marketing and start-up ideals. Mehra had worked for big brands before and knew the importance of not just having a good gimmick but a lasting quality product that builds brand loyalty. Teller had come from the start-up industry and knew the how vital constant innovation is to attracting customers.
By first studying the market they wanted to innovate they found that women represented the largest group of consumers. This directly influenced how EOS was designed. The finished product provides a multi-sensory experience from how it feels in the hand, appealing colors, new scents, pleasant taste, and even a pleasing click when you close the orb. Once the product was done they had their first big break when Walgreens decided to stock it on its shelves. Soon EOS was being stocked everywhere, including ULTA. The ability to keep up with the demand for their product was due to the fact they build their own manufacturing facility instead of relying on others to produce their products. Continuing to sell over 1 million EOS orbs (https://evolutionofsmooth.com/lip-balm/smooth-spheres.html) each week, shows how this approach has shaped the next generation of lip balm consumers.