Stale and predictable, the lip balm trade, dominated by products like Chapstick, was standard fare relegated to the medical supply shelves of most stores. Bland packaging and ingredient lists filled with pharmaceutical jargon, these lip balms were just about the only lip care choices available. It was a market that was certainly ripe for innovation.
It was this market, begging for innovation, that the founders of Evolution of Smooth (EOS) seized upon nearly seven years ago with its revolutionary EOS lip balm products. Rocketing to number two in the lip balm category, EOS took on a stagnated industry by creating a lip balm that attracted a legion of female followers with its alluring flavors and brightly colored cylindrical containers. Using the tagline, “The lip balm that makes you smile,” the founders of EOS created of lip balm that gave its admirers an emotional experience every time they used the product.
Moving their conceptually unique lip care products onto store shelves was a challenge for the new company. Designed specifically for the female audience, EOS initially struggled to define their product to male buyers. They were finally able to connect with a female buyer from Walgreens, who instantly saw the product’s potential and gave them their first entry into the market space. Other big box chains which includes Target followed suit and women everywhere embraced and bought this unique new lip balm, http://www.ulta.com/brand/eos, choice to the tune of approximately 1 million units weekly.
Having defined their consumer audience early on, EOS created a social media fire around their product by targeting millennial women and their avaricious use of social media. This, in turn, created a captive audience, propelling their product into the conscientiousness and purses of millions of Facebook fans.