EOS and Their Growth to Number Two
For nearly a century, there was no change to the lip balm industry. The main brand was Chapstick and there were very few competitors. All of the sticks looked and felt the same with very little variety. Roughly a decade ago, this all changed. EOS lip balm, Evolution of Smooth, came onto the scene and changed how everyone thought about lip balm.
The standard for lip balm was a cylinder shape with very few flavors. EOS wanted to make a huge impact and stand out from what was considered “the norm.” They started out with research. EOS wanted to know their customers, what they liked, what they disliked and what their needs were. Their results were very telling.
The main lip balm customers were women. The number one complaint these women had was that their lip balm was plain and they were always losing it in the bottom of their bags. This is where EOS got the idea that the shape needed a major change. They wanted something that looked nice and felt nice in their hand but was also a quality product.
A clay artist was brought in to help design the new shape for their lip balm. After some trial and error, the circle orb shape was the final design. Natural and organic ingredients were used in making the new product. These types of ingredients will be their specialty.
Once the items were placed on store shelves, the orbs began selling quickly. The products can now be purchased online thru Lucky Vitamin or ULTA. Beauty magazines went wild over all the new flavors. Celebrities were photographed with the product. The general public took to the new product quickly as well. EOS is continuing to grow their brand and they have found themselves in the number two slot when it comes to sales. They have created a great product that people want.