Women all over the country have for many years used chapstick as their lip balm of choice. As a matter of fact, it was this brand, and a few variations of the same that dominated the lip care isle of the drugstore. The worst thing about the manufacturers of the product is that the only frontier they had in competition was between the available brands was the pricing. Then, EOS entered the market and everything changed.
The CEO of the brand whose name stands for Evolution of smooth stated on a Fast Company interview that the explosive popularity of the brand was a result of a strategic creation and marketing campaign. The first step in the process was re-imagining the idea of lip balm. In place of the tubes, they came up with the seductive pots of multi-colored lip care balm. Everything about the pot from the color to the smell and the way it clicks shut after use is what created the appeal of the product.
The second step was getting the product to the consumers. Luckily, a woman at Walgreens gave the company a chance to showcase EOS lip balm products and the popularity itself invited other companies like Walmart to stock the balm.
The third step was getting millenials in on the product. With endorsements from Miley Cyrus in her ‘We can’t stop’ hit and Jennifer Lopez, the product got a very religious following. Stars like Taylor Swift are the product ambassadors in Europe and the likes of Kim Kardashian have been seen getting a pot of the same from their bags. The process may seem like it was easy, but it has taken 7 years. The company is doing well financially, but with the lip care industry around the world expected to improve over the next few years, it is safe to anticipate that they will be doing much better financially. For more information, visit evolutionofsmooth.com.