EOS or Evolution of Smooth, as they are properly known. Their lip balms are everywhere. From the aisles of Targets and Racked to beauty blogs, the round little orbs of lip balm are certainly iconic. They are in celebs’ purses and all over social media (https://www.facebook.com/eos/) and blogs.
But how did they get there?
Up until now the founders of the Lip Balm Company have been mostly quiet about their rise to success and the strategies and techniques they used to get there. But they have divulged a few secrets in this exclusive interview with Fast Company (see here).
EOS lip balm started with an idea to shake up a stale industry. For over a century, lip balm has been packaged, marketed, and sold in a manner that has mostly remained the same: small, cylindrical tubes with a unisex, almost clinical feel.
Aware that the industry was ripe and overdue for a shake up, the founders set out to design the perfect product – a product that could be something entirely new and unique without being a gimmick or a fad.
That’s how the iconic EOS lip balm came to be. In an effort to engage all of the five senses, the design features a unique shape, distinctive coloration with no words, and pleasant scents and flavors.
It wasn’t easy to find a buyer at first, though. No one wanted to take the chance on a strange product in a market that was already over-saturated. Eventually though, the company caught a break and got their first buyers, and it wasn’t long until others started to take notice.
And now EOS is the second best-selling lip balm in the industry and sells over one million units per week.
To find out more about Evolution of Smooth and their journey to success, read the full interview at Fast Company.