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Missy Broome

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EOS Beat Chapstik: How’d They Do It?

If you are still reaching for Chapstik to heal your dry, cracked lips, maybe the time to update has arrived. EOS is a brand that, in a matter of a couple of years, outdid Chapstik and become one of the most preferred brands on the market.

EOS lip balm is the brand millennials prefer and the company knew exactly how to reach those people, their target audience from the start. The company used social media, style, and flair to attract their audience, giving them something new and refreshing in the world of lip balms.

It is true that EOS is a brand with plenty to get excited about. Their oval shaped pods were a great start in the attractiveness,, and the all-natural ingredients used to compose the product is music to the ears of those against animal cruelty/ animal testing. The balms started by taking over nearly the entire shelf space at Walgreens, then Walmart, and eventually Target. Today, online merchants such as Racked, eBay, Ulta and Amazon have EOS products on their webstores too. The company also added many great flavors (http://www.target.com/p/eos-organic-lip-balm-sphere-strawberry-sorbet/-/A-13731791) to the line-up and interacted with the consumers they wanted to target in every way possible.

It paid off and it did so handsomely. Until EOS, Chapstik and Blistex were the two main lip balm competitors. Now, both rank under EOS and Burt’s Bee balms. Both companies leading the way use all-natural ingredients in their products.

 

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