EOS Lip Balm is currently the second highest selling lip balm in the United States of America. The company has grown from a little start up, under the guidance of co-founder Sanjiv Mehra, into a titan of their industry. Reports indicate that the company is worth nearly $250 million at this point in time and that their work is literally making lip balm more popular. How did such a small company grow into a juggernaut of their industry? How is Sanjiv Mehra and the rest of the EOS team handling all of this success?
Sanjs Mehra’s work, oddly enough, goes back nearly a decade ago. Mehra had been working with companies like PepsiCo and Unilever, both places that focus on packaged goods. That is when he started to think about packaging and how you could re-invent the wheel a little bit when it came to certain industries. Lip balm stuck out to him for a reason: most products that were available were indistinguishable, meaning that nobody stood out from one another. Mehra knew that this was going to give the opportunity of a lifetime and soon the EOS wheels were turning.
The growth of EOS Lip Balm from a boutique little start up to a titan of industry was gradual and well rounded. Mehra’s goal was to create a product that could be used for either sex but was marketed toward women. Mehra says, “The products that women depend on every day should deliver moments of delight that elevate these daily routines.” Mehra likes to point out that the lip balm world was notably clinical in its application, there was no personality. Suddenly EOS was the most vibrant option on the market. Mehra goes on to say, “We had to do it in a way that was not gimmicky, so that it would stand the test of time.” Related article on stylecraze.com.
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