For decades Chapstick has been dominating the lip balm market-but no more! There’s a new guy in town. EOS is an entirely new way for you to pamper your lips and you’re not just limited to plain, mint or cherry flavors, either. Say hello to countless colors and flavors.
Seven years ago, EOS began to take over shelf space at Walmart, Walgreens, and Target. These pastel-colored orbs were not going unnoticed either. Beauty editors at big Fashion magazines like Allure and Cosmo were catching on and celebrities were being spied using the cute orbs to nourish their lips.
EOS, which stands for Evolution of Smooth, was being featured in more and more fashion and beauty magazines and the company has grown to be a $250 million dollar company. In fact, EOS is only second-best at selling lip care products to none other than Burt’s Bees in the entire country. Even though EOS lip balm hasn’t been around nearly as long as its predecessors, it’s made a name for itself in a very short period of time.
Sanjiv Mehra believes that it is important for EOS customers to know about the business and their values and has spent a lot of attention on the creation part of their product rather than the marketing aspect.
Through research, Mehra and Teller, managing partners of EOS, found that the majority of the market that purchases lip care products are women. So they decided to make their target audience Millennial women between the ages of 25 to 35. https://www.fastcompany.com/3063333/startup-report/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick
EOS is not your average lip balm and will entice all five of your senses from its enticing flavors to the satisfying click that it makes when you close it. Mehra and Teller wanted to create a product that would make their consumers smile when they used their product.