When it comes to the lip balm industry, it was a lot of the same for almost a century. The Chapstick brand was the go-to brand but there was not much selection. The shape of the product was a cylinder tube and customers had only three options for flavors. About seven years ago, a newcomer to the industry decided to change everything.
EOS, which stands for Evolution of Smooth, started as a small company and thought out every move before acting. They knew from the beginning that they wanted to be different. All of the current lip balms on the market looked like the rest. After doing some research, EOS discovered that lip balm mainly appealed to women. The number one complaint from women was that they lost their lip balm at the bottom of their bag.
To help get them started, EOS lip balm brought in a clay artist. The artist created different shapes and designs for the executives to choose from. Choosing the right shape was a long, thought-out process because they wanted something that was new but they wanted something that had staying power.
Once the perfect product was chosen, EOS hired a sales representative to help get the products into stores. Men did not see the appeal of the product and with a stroke of luck, they were seen by a female executive from Walgreens. She placed the products in her stores. Wad-Mart, Target and ULTA soon followed.
Then the circle shaped lip balm took off. Celebrities have been seen using the product. Magazines went crazy over it. EOS has taken off and has become the number two lip balm company. They have overtaken Chapstick and are continuing their successful trend up. They have a product people want and they will continue to provide a quality product.