Late last year, the Fast Company Magazine published an article detailing the incredible strategy of lip balm startup EOS. EOS or the Evolution of Smooth has been put up against tight competition such as Blistex and Chapstick, the brand once synonymous with lip balm around the county. Quickly outgrowing the competition, EOS lip balm is taking hold as one of the most popular beauty brands to date, attracting celebrity customers like the Kardashian family and even Miley Cirus. So, what’s so great about EOS? It’s their strategy. In the article, Sanjiv Mehra, EOS co-founder shed some light on exactly how EOS took hold so quickly.
Sanjiv saw a product that has been largely untouched in decades, and a large opportunity to stimulate the lip balm market. It really broke down to only just two integral plays that made EOS the second biggest name in lip balm.
- Creating a brand for women
- Advertising to the right age group
By creating a brand for woman, there was a significant increase in interest in the product. Lip balm went from a bare necessity to a unique and fun beauty product. This alone attracted millions of women to the brand; all seeing a unique and inspiring twist on an otherwise unnoticeable product. The second play was getting the product in the right hands. By marketing their product to millennial, not only did they increase their customer base, but the tech-savvy, Facebook and social media happy girls took their new favorite beauty product to all new heights.
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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 (evolutionofsmooth.ca) 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.
Product Link: https://www.costco.ca/eos%C3%A2%E2%80%9E%C2%A2-Lip-Balm-6-pack.product.100322342.html