We all know Chapstick, a little cylindrical tube of lip balm with a label that reads “active ingredients.” Chapstick back in the day only had a few flavors that we all either loved or loathed such as; mint, cherry, or flavorless “original.” However, seven years ago, different colored orbs of lip balm began to emerge in local drug and grocery stores called EOS. They not only took over the shelves of Walgreens, Walmart, and then Target, but they also became a hit with Beauty editors such as Cosmo and Allure. They didn’t just stop there; famous celebrities began to catch on to the new-found craze. Miley Cyrus, Christina Aguilera, and even Kim Kardashian were soon found with a ball of EOS! EOS? What does it even stand for?
The acronym EOS stands for “Evolution of Smooth”, which is the full name of the company who brought forth the EOS lip balms. The good people at EOS noticed that even though lip balms have been considered unisex products, studies show that women were more likely to use their products. With such information, they began targeting their lip balms towards women who wish to use their products in their daily beauty routines. EOS wanted to focus on creating emotional connections with users, instead of just being “another lip balm.” To do so, they created the slogan “The lip balm that makes you smile.” EOS has become a hugely popular on Facebook, catering to people from all sorts of walks of life. The founders of the company also come from diverse backgrounds, making the company perfect for connecting to their buyers.