THE RISE OF EOS LIP BALM
The use of lip balm among women has been a tedious task; from looking for the appropriate brand to enduring the brand’s imperfections. For so long ladies had to buy lip balm from the drug stores and even then, the brands did not have many flavors. EOS found the greatest market gap in the shape of the existing lip balms. The lip balm tubes would often get lost in the handbags and women had to pull out almost all the contents of their bags out to find them. While making a spherical shaped balm was the best way to go, it also meant applying it with fingers which turned off most ladies. After a trial by different clay molders, EOS lip balm was able to come up with the perfect spherical product that favored both the consumers and the company.
Taking over the cosmetics markets was tougher than coming up with a favorable product. For starters, men who wanted the product perceived it as unisex but understood nothing of it. The market was already flooding with popular brands such as Chapstick and Burt’s Bees. Even with the normal advertising they needed something more to boost their sales and create the brand some goodwill among the people. The company’s major target was the millennial women of ages 25-35 with a sense of style. They choose some of the celebrities to market their products in the song videos and movies such as Miley Cyrus, Britney Spears, Demi Lovato and Taylor Swift. Today, Evolution of Smooth can be bought from a wide range of retailers such as Walmart, Target, Walgreens, Amazon, Ulta and many more.
Today the company makes more than a million sales in a week which is more than they sold for the whole of the first year and have gained millions of followers on Facebook and Instagram. They have also made more flavors of the lip balm and engaged in production of other products such as shoes. The brand continues to grow every day.