The Rise and Success of EOS Lip Balm

EOS has single-handedly changed the shape, smell, and taste of drugstore lip balms. Elizabeth Segran, at Fast Company, tells the story in her article, “The Untold Story Of How Lip Balm Upstart EOS Outdid Chapstick”. EOS first began with Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky as the thinkers behind the concept of how they would infiltrate the drugstore beauty aisle with something new and exciting. They chose lip balm as their beauty item, because they saw a need for innovation within the products development. At the time Blistex and Chapstick were the name brand products to beat.

The three men researched lip balm and decided women wanted to be able to find the balm easily when thrown inside of their purse. They also wanted to give women more than a simple function of lip balm. So, they decided to stimulate the senses with sight, smell, touch, feel, and even sound. The round design was decided upon to hold inside the palm easily. They also added softness to the packaging, as Well as, amazing tastes and smells to the balm itself. When the sphere closes, it creates a clicking noise in order to let the owner know that it is closed.

EOS is now selling over 1 million items per week, and the company is worth $250 million. Two out of the three original owners, Sanjiv Mehra and Jonathan Teller, currently run the company and credit much of their success with the wide spread marketing they engaged with in order to let people know about their product. Using TV and magazine ads to begin with, they moved on to include social media, celebrity, and even products, such as, Disney, Alice in Wonderland and Keds to partner up with. With the knowledge between them they were able to brainstorm and redesign a well-known product, manufacture the product themselves, and make it a household name. EOS lip balm products are available on major retails stores such as Target, Walmart and online on eBay and Amazon.

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