In an article by Fast Company, the amazing story behind EOS was finally revealed. The small startup company came out of nowhere and upset a century-long lip balm standard. Before EOS, consumers had to make a decision between numerous tubes of lip balm that offered differences only in flavor and brand.
Eight years ago, shelves of places like Walmart, Target, and Walgreens began filling with brightly-colored orbs of lip balm made by the company EOS. Magazines began raving about the product and the amazing flavors. Then, celebrities were noticed using the amazing product; Kim Kardashian, Miley Cyrus, and Christina Aguilera were among them. Today, online merchants like Amazon sell EOS products too.
Evolution of Smooth (https://evolutionofsmooth.ca/) quickly became a product everyone was talking about, and purchasing. They very quickly became the second best-selling lip balm in the entire country, surpassing centuries-long products like Chapstick and Blistex and becoming a $250 million company. EOS sells over 1 million of those colorful orbs per week and their future looks continuously promosing.
Sanjiv Mehra, co-founder of EOS, joined with Craig Dubitsky and Jonathan Teller in an effort to shake up the beauty aisles of drugstores. The category of lip balm seemed like an obvious choice for in need of innovation since most products were indistinguishable from each other. Most lip balm brands were driven purely by cutting costs and competing on price. The team saw their opportunity to change the standard.
Even though lip balms had previously been treated as a unisex product, EOS knew that studies had shown that it was product used mostly by women. They also knew that women didn’t find the product fun or enjoyable, just necessary. The EOS team saw an opportunity to market a lip balm product to women that could deliver them some sort of delight.
Thus, the EOS lip balm was created. The product they created engaged all five senses, from the way it smelled, to the way it tasted and how the orbs felt. Their lip balm was price competitive and all organic to-boot. EOS created success with “the lip balm that makes you smile.”