EOS found it’s inception at the hands of three men with backgrounds in brand marketing and startup incubators. According to Fast Company‘s article, the three were interested in a little niche they felt was not being tackled: the lip care aisle. Chapstick, Blistex, and Burt’s Bees seemed to all be doing the same thing, with relatively the same formula in the same tube for a long time. There were other innovations happening in other aisles of the drugstore, so why not in lip balms? All of the balm tubes were owned by big name brands already supplying the drugstore with many products, so could there be room for a small startup? Was it possible?
The resounding answer is yes, and the three men thought correctly when they decided this aisle could use a little shaking up. Women responded enthusiastically to the products and it’s fan base has continually grown over the past seven years starting out in a Walgreens and expanding to every Target and Walmart across the country.
The EOS lip balm product didn’t start out with a lot of marketing and in fact chose to invest wisely in the internal development of their brand building custom machinery that could keep production of their balms in house. Marketing initiatives started later introducing the product to beauty writers for fashion and beauty magazines, and niches like popular YouTube beauty channels and bloggers. The celebrities that endorsed the product included pop stars like Britney Spears, hype queen Miley Cyrus, and country pop sweetheart Taylor Swift.
Putting this product in the hands of such well liked and popular artists blew the brand up from no marketing at all to being the biggest advertiser in their category. The brand now sells over one million units per week beating out their competitors that have been there for longer. For more info, visit evolutionofsmooth.com.
EOS Product links: