Evolution of Smooth (EOS), a firm that specializes in the production and distribution of beauty products, has in the recent years taken over the lip balm market. About seven years ago, the firm designed lip balms in the model of pastel-colored orbs called EOS Lip balm. This new model has since replaced the traditional lip balm models of Chapstick’s cylindrical tubes.
In its first few years in the market, the new product had taken over the beauty shelves at Walgreens and Walmart. The breakthrough for EOS lip balm, however, came when celebrities like Kim Kardashian and Christina Aguilera embraced it.
Second best-selling lip balm
In an interview with Fast Company, EOS founders revealed that their company has grown into a $250 million business. The Lip Balm Company was ranked as the second best-selling lip balm in the country by Kline, a consulting and research firm. Currently, EOS makes sales of up to one million units a week with the figure likely to shoot in years to come.
Sanjiv Mehra, Craig Dubitsky, and Jonathan Teller are the founders of EOS. The three partners combined their experience and expertise to design unique, Natural, organic and pocket-friendly beauty products. From their consumer interactions, they realized that most women were tired of the traditional lip balm tubes and were excited by the idea of lip balm pots. After thorough research and experimentation, they were finally able to come up with the EOS lip balm, https://evolutionofsmooth.com/lip-balm.html.
Marketing a new product is a headache to many, but EOS co-founders had a good strategy. They contracted beauty bloggers who talked about the new product in social media platforms, such as Facebook, Twitter, YouTube, and Instagram. They also sought for endorsements from celebrities like Britney Spears and Miley Cyrus who featured EOS lip balms in their music videos.