In an exclusive interview with Fast Company, EOS (or Evolution of Smooth as the company is properly known) has revealed previously unknown information about the business strategy that helped rocket them to the top of their industry.
Lip balm has been commercially available for over one hundred years, but in that time it has remained essentially unchanged in terms of marketing or packaging (think of the small tubes that brands like Chapstick or Blistex come in). The founders of EOS were very aware of the staleness in the industry and set about creating a product to shake up the market.
That’s how the unique design of EOS lip balm came to be. The product is intentionally designed with stimulation of the five senses in mind. A distinctive lack of markings, the unusual shape, and even the unique scents and flavors are all carefully chosen to create a product different from the standard lip balm.
There is another key aspect of the lip balm industry that has helped EOS become one its best sellers: its primary purchasers are rarely directly targeted by brands. While women purchase and use lip balm more than any other demographic, most brands simply do not market their products toward women. This large gap left EOS with the perfect niche to fill, and so the company began connecting with women via social media and blogs.
By building this following with their target consumers and designing a unique product, EOS have become the second best-selling lip balm in the industry. Currently the brand is only surpassed by Burt’s Bees. The company moves more than one million units per week and all predictions expect growth to continue in the future. EOS products are widely available on Walmart and other retail stores and online on Amazon.
To continue reading about EOS and the company’s strategy for success, read the full interview at Fast Company.