EOS is the little startup lip balm company that went to war with some of the biggest lip balm companies like Chapstick, Blistex, Burt’s Bees and won. Today, the company is responsible for manufacturing the second best selling lip balm in the country. EOS is also known as the Evolution Of Smooth. The company entered a market that was already filled with numerous lip balms. However, their idea was to focus on freshening up the look and the appeal of the lip balm packaging, container, and ingredients. Clearly, the EOS simple approach to marketing their lip balm was successful.
Keeping It Natural
EOS produces lip balms with natural and organic ingredients. They realized that today’s consumer is definitely interested in products that are healthier and contain less chemicals. The EOS lip balm team realized that the lip balms on the market were produced in generic tubes and basically contained the same ingredients. Certainly, their little orbs of scented lip balms stood out in the crowd of generic lip balms.
Infiltrating The Market
How did EOS infiltrate the over-saturated lip balm market? Mehra, the co-founder of EOS, states that it was tough going. They hired a marketing representative to move the products into the store. At first, the male clients were confused about the product and its design. Clearly, this is because the product was targeted at female consumers. Their big break happened, when they were lucky enough to make contact with a female buyer for one of the main stores. She understood the concept and loved the little round orbs. She was one of the first to place the company’s lip balms in stores. Soon, other stores such as Walmart and Amazon were added to the list. Next, they decided to market heavily to millennial women by advertising in markets like social media sites. It was a simple approach, but the approach worked. Today, EOS has millions of followers on social media.