EOS lip balm has taken the beauty world by storm with its new approach on marketing. EOS, or also known as Evolution of Smooth, created a unique look to its lip balm packaging, giving people curiosity on what it is all about. EOS began seven years ago, and has created a $250 million company that has been labeled by fastcompany.com as “the second best-selling lip balm in the country.” As the EOS lip balm becomes more and more popular, they plan to increase by $2 billion by the year 2020.
While trying to make a drastic change in the lip balm category, EOS lip balm decided to make a change. Sanjiv Mehra, Johnathan Teller and Craig Dubitsky joined together to help make this all happen. They noticed that lip balm was very widely used by woman, so they wanted to market to just that audience. With a cool design, great flavors, organic ingredients and $3 a piece, EOS made a hit with their lip balms.
EOS had initial troubles getting into retail locations, but once they got a meeting with a woman buyer from Walgreens, they were slowly able to get into the online marketplace on eBay. Additionally, EOS continued to have a good marketing strategy to really get their product out into the world. Beauty bloggers and makeup artists began advertising their products, as well as young, popular celebrities. EOS lip balm has come a long way and continues to grow in a positive manner.