The success of EOS Lip Balm was, in part, due to their cultivated expertise in influencer marketing. Like other companies in the beauty space, EOS advertised in magazines and in television ads. However, they also became experts in influencer marketing to reach their desired demographic of females between the ages of 25 and 35 who were style conscious.
Millennials, like previous generations, are heavily influenced by celebrities. The modern era has introduced a new set of celebrities that are not just movie stars, television stars, or rock stars. They are a part of a new segment of celebrity known as bloggers who share their experience with products through blogs, vlogs (video blogs), and on social media platforms. These groups of people are what are known in marketing as, the innovators. They discover the cool, new product and attract the masses to use it too.
The company generated buzz for the product by contacting Well-known celebrity bloggers. It was through the blogs, vlogs, Facebook, and Instagram endorsements that they were able to reach a large market for their lip balm. It also helped to land product placement deals with top celebrities like Miley Cyrus, Christina Aguilera, and Kim Kardashian. EOS Lip Balm also sponsored a tour for Demi Lovato and Taylor Swift was their spokesperson for the Asian market. https://skincare-au.com/collections/eos
Jonathan Teller, co-founders of EOS Lip Balm, told Fast Company, “We became the largest advertiser in our category.” Celebrity endorsements grew EOS’ own social media channels. They have over 1.8 million Instagram followers and nearly 7 million Facebook fans. One picture of a new lip balm flavor can receive over 40,000 likes. This growth was only possible through very intentional and purposeful marketing targeted to their ideal customer, and has placed EOS as a top expert of influencer marketing in the world. Visit your local Target outlet, head over to eBay.com or Amazon.com to purchase an EOS lip balm.