In the past, the lip balm industry was pretty standard. You can only find one brand of lip balm in the store and they had a pretty standard selection. Chapstick was the lip balm king back in the day. The packaging for Chapstick was pretty standard, it was a cylinder and it only came in two colors. If you wanted to get jazzy with your lip balm, you can only get cherry or mint as flavors. Seven years ago a new lip balm brand came on the scene. These pastel colors, balls of lip balm took over the industry. This lip balm is called EOS or Evolution Of Smooth. When EOS lip balm came on the market, it was in Walgreens, Target and Lucky Vitamin and in every store, you can find. Beauty editors had this lip balm in every magazine in the world. Magazines such as Allure and Cosmo couldn’t get enough of EOS lip balm. The flavors for EOS lip balm were creative and fruity, such as honeydew and grapefruit. Celebrities such as Kim Kardashian, Miley Cyrus, and Christina Aguilera were seen with EOS lip balm.
EOS lip balm has made over $250 million, https://evolutionofsmooth.com/lip-balm.html. They have now become the second best-selling lip balm in the United States. The EOS business model is outstanding. They currently sell 1 million lip balms every week. They are successful because many people are seeking to buy natural and organic products. The lip care industry is slated to make over $2 billion dollars by 2020. EOS is popular because of their packaging. The pastel balls of lip balm attract young women who love to stand out. This company has become the leading lip balm in the United States because of the company being unique and different. People love to buy things that are unique and that are why EOS is making so much money.
The company wanted to cater to a customer’s five senses. So in an effort to do so, they created packaging that people can see, touch, and smell. Each lip balm is soft to the touch and has a great smell to it. EOS wants to create an emotional connection with their customers. The EOS marketing strategy is very simple, they’re targeting young women who looked to social media for buying advice. The company contacted bloggers so they could review the lip balm and post it to their websites and social media accounts. This marketing strategy garnered attention with all young women all over the country.
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