The colorful and fashionable EOS lip balm capsules have taken the world by storm in recent years. Only a decade ago, lip balm was regarded as an archaic hygienic product. The Evolution of Smooth has started a revolution within the lip balm market to make these products more appealing and fashionable. The team at EOS decided to remain silent during the first years of business in an effort to remain focused on product development, placement and marketing. After growing EOS into the second best-selling lip balm company in the United States, founders Sanjiv Mehra and Jonathan Teller conducted an interview with Fast Company to reveal the story behind their success.
The inspiration for the orb-shaped design of EOS lip balm actually came from the work of a clay artist who the team hired for ideas. Furthermore, EOS designed their product to appeal to all five senses. The most important aspect for Mehra and Teller was to create a lip balm product that women would enjoy using. Instead of trying to create a product that appealed to both men and women, EOS decided to focus primarily on females. This decision was made after a careful analysis of sales data revealed that women comprised a majority of lip balm purchases.
After positive consumer reactions, several other major retailers such as Target and Walmart began to carry EOS lip balm. Mehra and Teller decided to purchase a manufacturing facility in order to keep up with the increase in product orders. To raise awareness about their new product, EOS began a marketing campaign. EOS contacted beauty bloggers and celebrities who were relevant to their target demographic. Visit the evolutionofsmooth.com website to learn more.