Evolution of Smooth, known simply as EOS, lip balm sells better than Chapstick and Blistex, which is an amazing feat since EOS is comparatively new. The founder’s strategy, when explained to Fast Company, sounds amazingly elementary; create a product that will emotionally connect with women. After they realized that other brands of lip balm were unisex in flavor and appearance, the company knew it could appeal to women, lip balm’s primary users. Learn more here.
Using taste, scent and the feel of the round ball, EOS’s founders catered to the female millennial demographic, using celebrities to initially be noticed. Mehra, one of the company’s founders, explained that to avoid appearing like a fad, their lip balm had to work well. By using organic ingredients and developing their own manufacturing facility, EOS proved that they were committed to making a high quality product for as long as consumers demanded it.
It was not easy for EOS to find a place in stores; however, a female buyer at a major drugstore chain understood the product. Today, EOS dominated the lip balm sections of drug and department stores, with one million orbs sold each week. Young women love EOS lip balm; it gives them an opportunity to purchase the same product as Britney Spears or Taylor Swift use for about $3.
Learn more here on https://www.youtube.com/watch?v=MQEsd7_LaLk.