Their first year in business, Jonathan Teller, Craig Dubitsky, and Sanjiv Mehra made a critical choice in the formation of their company. Instead of spending money and time on marketing initiatives before their brand was properly formed, they spent that money and time on developing a product with solid foundations. They invested resources in having unique and custom machinery developed for them so they could have their products made in house and while being almost entirely automated.
Once the EOS Lip Balm product started to sell they really investigated their target market. They were appealing to women from the beginning, but the ones who really bought up the product were mostly style setters ages 25 to 35. These “millennials” buying the product would have to be be reached through marketing initiatives that they responded to. Mehra and Teller got actively involved in social media, contacting beauty bloggers who had their own blogs and YouTube channels, to promote the Racked sold products. Followers of these beauty bloggers began to use the products themselves, helping them gain customers and popularity.
EOS created their own cute videos featuring millennials happily applying the products but the commercials were not features on TV, but on social media apps that millennials actively use like on YouTube channels where the beauty bloggers that they watch broadcast their stations. Getting their brand name into the main stream involved big name celebrities like Kim Kardashian being photographed in her every day life using the balm (https://www.luckyvitamin.com/m-2220-eos-evolution-of-smooth) as a part of her daily routine. Demi Lovato, Taylor Swift, Britney Spears and Miley Cyrus all used the products and the music stars used products in their hit videos. EOS was even a sponsor for Demi Lovato’s headline on tour. Country pop diva Taylor Swift promoted the product in Asia helping to increase the brand’s global reach. For more info, visit evolutionofsmooth.com.