EOS lip balms, or Evolution of Smooth, https://evolutionofsmooth.ca/, are everywhere. Just seven years ago, the bright-colored lip balms made their debut, and now, from beauty blogs to magazines, they are basically everywhere. Before now, however, the secret to the company’s success has been mostly unknown, but the founders have revealed some of their methods in an exclusive interview with Fast Company.
One of the keys to the company’s success lies in their marketing techniques: a target demographic. While most lip balm companies focus on unisex or vague marketing demographics, women the primary purchasers of lip balm. Armed with this knowledge, the EOS company selected millennial women as a key demographic and sought to forge connections via social media, beauty blogs, and other channels.
A second crucial aspect to their plan was the development of a unique method of delivering the lip balm. The pastel-colored orbs that are now so familiar were the result of careful planning and consideration.
Designed to engage all five senses, the iconic orbs feature unique colors, a smooth texture, and unique blends of scents. The combination of a new and unique product with a targeted demographic has propelled EOS to second place in the lip balm market. Currently, the company is only outpaced by Burt’s Bees.
Finding a buyer wasn’t easy at first, though, and no one wanted to take a chance on the product. But eventually, the founders caught their big break and ever since EOS lip balms have been flying off the shelves. The products are being sold by large scale stores such as Costco, Target, Wal-Mart, eBay and Amazon. EOS currently sells 1 million units per week and growth for the company is projected to continue as Well.
To learn more about EOS and the company’s success story, check out the full interview here.