How The Founders of EOS Stood Out in a Crowded Market

Lip balm used to be regarded as a practical, yet boring unisex product. The staple design of lip balm was a simple and unexciting cylindrical tube. This was the unchallenged reality of the lip balm market until the advent of the Evolution of Smooth. For decades, major brands such as Blistex and Chapstick crowded the lip balm shelves in every major retailer like Target, Walmart and even Amazon. In an interview with Fast Company, the founders of EOS revealed how the unchanging lip balm market provided them with an excellent opportunity for growth. Because the largest companies had remained uncontested for years, they began to slow down and focus on cutting costs rather than perfecting their product.

Jonathan Teller and Sanjiv Mehra, the founders of EOS lip balm, recognized this stagnation and decided to capitalize on the opportunity. By introducing a completely new concept to the lip balm product, the duo was able to transform the market and bring a new sense of vitality and fashion. EOS lip balm quickly became an appealing and trendy beauty product to use. With the help of major celebrities and social media influencers, EOS lip balm was able to promote their new product quite successfully. In fact, EOS became one of the most active advertisers in their market.

One of the key strategies that helped EOS ( to grow quickly and efficiently was a clear understanding of their target consumer base. Before designing their lip balm product, Mehra and Teller examined the consumer demographics of the market. They realized that a large majority of purchases came specifically from women. EOS made a strategic decision to focus their new product on appealing only to women. This precise decision helped to guide the company in terms of design and marketing. It was this deliberate action that helped EOS to stand out amongst the crowded lip balm market.

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