Innovation Is How EOS Toppled Chapstick and Blistex

It’s difficult to look through social media, beauty magazines, or YouTube and not see images of EOS lip balms positioned at beauty enthusiasts lips. One would also be hard-pressed not to see the colorful moisturizing orbs strategically positioned at the checkout stand. Evolution of Smooth (EOS) is a product that women just can’t seem to live without.

Jumping on the increasing interest in organic and cruelty-free products, EOS founders Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky decided to do away with the typical cylindrical tube lip balms have been packaged in for 100 years and instead packaged their product into bright balls filled with fragrant, moister-rich ingredients. That decision has led to this seven-year-old company giving Chapstick, Blistex, and Burt’s Bees some stiff competition.

According to a piece published by Fast Company, these innovators discovered through research that while lip balm is generally no a gender specific product, women overwhelmingly use it on a regular basis as part of their everyday beauty regime. They decided to market to millennial women specifically, and made the product appealing to the senses, wallet, and conscious in a way that produced longevity, when it could have easily become just another fad. EOS leverage their superior products with an vast distribution network built quickly through relationships with Walgreens, Costco, Walmart and Target, all of which quickly fell for their unique applicator orbs and signed on with the brand

According to a Kline Research study, the self-funded venture accomplished that and more. EOS lip balm skyrocketed to second place in 2014 and is second only to Burt’s Bees. Blistex and Chapstick – companies that have been around far longer – are seeing their sales slipping. Blistex, along with Revo, Sephora, and Walgreens have all spawned their own egg-shaped versions of EOS lip balm products. Understandable, when EOS (sells over 1 million units a week) is worth approximately $250 million, and lip care is projected to increase to $2 billion by 2020, thanks to the increasing interest in organic and natural products.

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