Almost a decade ago, Sanjiv Mehra came together with Craig Dubitsky and Jonathan Teller to brainstorm on how they could make an impact in the beauty industry. Given that many lip balm products on the market adopted the tube design same as their predecessors, the three gentlemen identified the lip balm section as an ideal area for innovation. In their research, they also learned that many women found little pleasure or joy in applying lip balm.
Thus, they decided to come up with a new lip balm product that would be effective and consistently fun to use by women. Contrary to the cylindrical-shaped lip balm tube, lip balm products from EOS (Evolution of Smooth) come in pastel-colored orbs. To engage all the five human senses, the new product would be packaged in a soft round package, have exciting spheres colors, smell and taste nicely, and have a nice clicking sound when the lip balm tube closes. The EOS lip balm would be priced at a competitive $3 and only use organic ingredients.
After a successful launch of the EOS lip balm at Walgreens, Walmart and Target soon agreed to stock the product on their shelves. Next, the co-founders decided to set up their own automated production facility to meet the industry demands and compete with lip balm giants like Burt’s Bees and Chapstick.
According to Fast Company.com, to create significant buzz around the EOS lip balm, the co-founders chose millennial women aged 25-35 as their target audience. Regarding advertising, EOS used television, billboard and magazine ads. More importantly, they also used social media and partnered with Millennial celebrities like Britney Spears, Miley Cyrus, Demi Lovato and Taylor Swift to appeal to their audience.
Seven years since its launch, the EOS brand has become a household name with the company selling more than one million lip balms every week. The company has plans to venture into new categories and already produces hand lotions and shaving creams.
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