The triumphant story of the previous underdog EOS Lip Balm makes every established brand name stand up and take notes. EOS, which is an acronym for Evolution of Smooth, has become the must have oral health essential for women 25-35 who are style and health conscious. For well over a century, the mundane product Chapstick was king. Attempting to sway consumers from brand loyalty is intimidating; but co-founders Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky were up to the challenge. A combination of organic ingredients, delicious flavors, and innovative packaging made EOS the second best-seller in the American lip balm industry.
The best decision Mehra, Teller, and Dubitsky made was to listen to what their target market wanted; rather than tell them. The trademark concept of rounded packaging was a game changer. Women who were health conscious despised using their fingers to apply lip balm, which is what the other brands who dared challenge the cylinder shaped Chapstick provided. EOS Lip Balm created a hygienic application, which was not as easy to lose in a purse. The organic ingredients were combined with luscious flavors, and won the hearts of style influencers and celebrities making EOS a trend with substance. Marketing collaborations with Rachel Roy and Disney made EOS not only an oral health necessity, but a fashionable commodity. For more Info, head over to evolutionofsmooth.de.
By keeping the price point around $3, EOS lip balm stayed competitive with other lip balm brands. The road to success was not an easy one, as the startup had to gather funds and convince the corporate buyers of retail outlets of the brand value. First Walgreens, then Walmart and Target followed. Still geared toward female shoppers, the brand sells over a million lip balms per week. The use of social media, beauty bloggers, and celebrity endorsements continues to power the global momentum. Follow EOS on their facebook.com page.
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