It was announced on May 8th that Demi Lovato is teaming up with Fabletics to launch a fitness wear line. Demi Lovato decided to level up her fitness game and embrace her own “body” as it is. Her Snapchat and Instagram social media streams often show Lovato working out. So, it only seems fitting that she’s collaborating with Kate Hudson and Fabletics to present a “limited edition” collection of athletic/leisure clothing.
On the same day, Demi wrote on Instagram: “I’ve partnered up with @fabletics.” She went on to say that she designed the “capsule collection” for Fabletics because they’ve always allowed women to express their individuality. The capsule collection is like a mini preview before the full line is released.
The featured clothing line will inspire body confidence. Anyone watching Demi Lovato knows that she has evolved into an “empowered woman.” This is the main theme of the activewear pieces. Demi felt that Kate Hudson’s brand is an affordable way to feel “confident” and “stay strong.” Expect to see these messages expressed on the patterns woven within the designs of her activewear line.
When the collaboration was announced, Lovato said the proceeds will go to charity. A portion of the money from sales will go to the “United Nation Foundation, Girl Up campaign.” The campaign is all about empowering young girls to become women of change. For its part, Fabletics said that they would also donate profit from the Demi Lovato collection to help benefit the SchoolCycle program. Hudson has previously been involved with the charity organization, which provides bicycles for girls as transportation to and from school.
Lovato met Kate Hudson at the gym and from there a creative partnership later developed. This is a rare event for Fabletics, as it marks the first time that they’ve featured a collaboration designer collection. Kate Hudson in the article for “InStyle” magazine said that the Lovato project was borne out them both doing what they love. The fact that she met Lovato on a mini-break at the gym didn’t lose its irony. Hudson stated this about Demi: “she has a very different energy, brings a different kind of energy to our company, and brings a different audience.” Apart of that energy is from her loyal 58 million Instagram followers. Recently, Demi posted a clip of her martial arts workout and it received 2.5 million likes. With that many likes from a single post, it’s obvious that she indeed “does” have very good energy.
Fabletics as a brand is enjoying the success of its “bricks and mortar” retail stores. Kate Hudson operational mode is not all business, although she’s perceived as the face of the company. She enjoys being a fit role model and the appeal of her company, is that it makes quality athletic wear, affordable. The Demi Lovato capsule collection will be available for purchase online and in the Fabletics stores on May 17th. With the full line available in August.
EOS, or Evolution of Smooth, lip balms are an entirely new way to nourish your lips. Known for its unique orb shape, EOS has broken the mold of the generic tube of lip balm that in the past was one of your few options to reach for. EOS lip care products are natural and organic and will leave your lips feeling pampered. The orbs have an easy to twist-off top and they smooth on clear while gliding onto your lips. The hard part is picking your favorite flavor. EOS lip balms are rich with vitamins like vitamin A, C, and E, and natural ingredients like Jojoba oil, and Shea Butter to give you long lasting moisture.
Depending on what you want, EOS offers not only orbs to hold your delicious lip balm, but also sticks. You can get EOS lip balm in the traditional Organic Smooth Orbs, in Visibly Soft, or if you’re after some glam, the Shimmer Smooth orbs. If you prefer your lip balm to be in a tube, then you can get EOS lip balm in Organic Smooth Sticks. Try clicking walmart.ca for for info.
The Organic Smooth orbs come in Passion Fruit, Blueberry Acai, Pomegranate Raspberry, Sweet Mint, Strawberry Sorbet, Summer Fruit, and Honeysuckle Honeydew flavors. The Visibly Soft orbs come in Vanilla Mint, Coconut Milk, and Blackberry Nectar, costco.ca has additional details for you. You can get the Shimmer Smooth orbs in either Pearl, which will moisturize your lips with just a hint of shimmer, or in Sheer Pink, which will add a hint of color. The EOS Organic Smooth Sticks come in Vanilla Bean, Pomegranate Raspberry, and Sweet Mint flavors and are just as luxurious as the orbs.
The lip balm world has been saturated for decades. Currently, there are hundreds of companies that sell lip balm, including giants Chapstick, Burt’s Bees and Blistex. EOS (https://evolutionofsmooth.ca/) did something that was unheard of and entered a market that was already saturated and flourished. The co-founder has finally taken the time to explain to the customers something about the brand and how it came to be one of the companies that put Chapstick on its behind.
Sanjiv Mehra used a strategy that thrived on connecting emotionally with the user. By creating an emotional connection, the company offered customers much more than they were receiving from other providers. Large, successful companies often have a difficult time aligning with the customers on a personal level. EOS lip balms change the game on that by making their new product about the personal needs of the consumers. Mehra also appealed to the user’s senses. The manufacturers made sure that they created products that tickled pleasure buttons in the areas of smell, sight and feel. Consumers got an Amazon product that was fun and addicting to use. People started flocking to the orb-shaped items, and today many people buy them religiously.
Nowadays EOS is on the top of the ranks on Amazon in lip balm, and it has the attention of not only the big-name celebrities but also many of its competitors. Blistex had no shame in creating a spherical container for its products. Other companies have done the same since they saw EOS’ success. Even with all the other entities jumping on the bandwagon, EOS is still rocking the sales. The company currently makes at least a million sales of its lip balm items each week. The strategy that Mehra had seemed to really work. In fact, it worked so well that the company projects billions of dollars in sales by 2020.