How eos Took on Lip Balm Juggernaut Chapstick

For years, buying lip balm meant going into the store to buy a tube of Chapstick. While there have always been competitors on the market, none of them have found the success that Chapstick has. However, eos came along and proved that the lip balm industry is big enough for more than one juggernaut.

The Evolution of Smooth

EOS stands for the Evolution of Smooth. It has been out on the market since 2006 and can be found in superstores all over the country, including Target and Walmart. Even drugstores such as Walgreens sell the lip balm. Part of the success of eos has come from endorsements from celebrities. Kim Kardashian, Christina Aguilera and Miley Cyrus are a few celebs who have been caught on camera using eos products. Allure and Cosmo are often caught writing articles about this lip balm company, raving about popular flavors such as grapefruit and honeydew.

For the first time ever, the founders of the company speak up about their business strategy and how they turned a no-name lip balm into a $250 million brand that rivals Chapstick and other brands that have been around much longer, such as Blistex and Burt’s Bees.  Click on for details.

Kline Research

According to Kline Research, eos has seen huge growth in the oral care sector. The company sells nearly 1 million units of lip balm every week. The research group also shows that the lip care industry is expected to grow to over $2 billion by 2020. This growth is mostly driven by consumer desires for organic products, which is what eos focuses on.

When speaking about the product, the co-founder of eos Sanjiv Mehra said that they deliberately withheld information about it. He pointed out that, as the company has grown, they believe it’s very important that customers know more about it and what it stands for. After all, it’s their vales that have propelled it to the top.

Losing the Tube

One way that eos has stood out among other products on store shelves is getting rid of the signature tube containers that so many other lip balms come in. They wanted a container that reached out to the main demographic of lip balm, which is women. This included creating a container that engaged all five senses. This means the packaging needed a soft, round look that felt good when consumers picked it up. They also wanted the packaging to be colorful. The founders even went as far as to give the container a satisfying click when consumers close it. Finally, they wanted flavors that tasted good. All of these elements came together to create the revolutionary container that eos is known for.

Creating a Buzz

Now that eos has created a buzz in the industry, it continues to push forward to stay at the forefront. It does this by marketing to Millennials, which represents the majority of its customer base. It has built a large social media presence, which includes over 7 million followers on Facebook. Just a new picture of an eos product gets more than 40,000 likes.  Visit for info on EOS products.

All in all, this strategy has paid off for eos. In 10 years, it has become one of the biggest players in the lip balm industry. Over 1 million lip balms are sold every week, which is more than what the company sold the whole first year it was in business.

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