Several years ago, purchasing lip balm was a challenging and tiresome process. Women had to visit a wide array of supermarkets and drug stores in search of their favorite Chapstick. The sticks had a clinical fee due to their active ingredients, which were clearly listed on the package. Chapstick users had limited choices – they could only transition from the tasteless flavor and go for the mint or cherry flavor.
The rise of EOS
The launch of pastel-colored spheres of lip balm commonly known as EOS transformed the beauty industry. Their popularity increased immensely a few months after their launch. They outperformed other lip balms and took control of shelf spaces, starting from Well, Walgreens, Walmart, to Target. Cosmo’s and Allure’s beauty editors explored different features and flavors of the new lip balm in town. They seemed excited with flavors such as grapefruit and honeydew. Famous celebrities, including Kim Kardashian, Miley Cyrus, and Christina Aguilera, were seen on many events whipping EOS from their makeup bags.
The company behind the orbs of EOS is Evolution of Smooth. Speaking to Fast Company, the founders of EOS narrated how they formed a $250 million firm that turned out be one of the leading lip balms in the nation according to Kline, a renowned consulting and Research Company. Kline Research states that EOS has managed to spearhead growth in the section of oral care singlehandedly. Currently, EOS lip balm sells more than 1 million units per week, and prospects seem encouraging. Spurred by the high demand for organic and natural products that EOS specializes in, the worldwide lip care market is likely to rise progressively to $2 billion in 2020.
Apart from taking over the shelves at big supermarkets and online stores, the co-founders aimed at creating a buzz around their innovative product. They chose to target millennials, aged from 25 to 35 years who were fashion conscious. Although EOS used same strategies of advertising as their competitor, they became professionals in customizing their messages to address the needs of their audience.