Some companies flood the market with tons of public relations press and hype before entering the beauty product scene. One smart and savvy company EOS (https://evolutionofsmooth.ca/) let their products do the talking and they became a phenomenal success. In a recent article posted on Fast Company, “The Untold Story Of How Lip Balm Startup EOS Outdid Chapstick.” https://www.fastcompany.com/3063333/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick, the founder, and CEO of EOS, Sanjiv Mehra, talked about the company’s amazing road to popularity.
First their product was different than every other lip balm on the market. EOS has many different refreshing flavors that go on smooth like pot gloss but is encased in a neat little sphere decanter. The company had their product displayed in big box stores such as Target, Walmart and Costco at an affordable price; however soon even fashion icons and celebrities were photographed pulling the little round containers from their designer purses.
As EOS lip balms come in trendy fruit flavors, they were seen as a change from the outdated Chapstick brand. Marketed to millennials, the bright colors, organic ingredients, and fresh organic flavors were a hit. Beauty bloggers began singing the praises of the EOS lip balm brand and with many unsolicited celebrity endorsements, the unassuming start up leapfrogged over Chapstick and Blistex. Now Burt’s Bees brand lip balm is their only top competitor, holding first place while EOS has quietly slipped into a close second.