Almost ten years ago, the way consumers bought Chap Stick was dramatically changed. Businessperson, Mehra, joined with Jonathan Teller and Craig Dubitsky to shake up the Chap Stick industry with a new and innovative lip balm called EOS. The beauty category was the Target market space for innovation since the majority of products have not changed much since first introduced. Traditional lip balms were competing for lowest price while none of the brands were concerned about how they fit into women’s beauty regimens. After some market research, they discovered they could market a new brand of lip balm aimed at both men and women while also making it effective and visually appealing. Research showed well that women liked carrying lip balm in their purse and were interested in the new kinds that came in pots, but were concerned about applying it with their fingers. That is when the idea of the round pot that felt good to put on as well as new smells and colors. Even the clicking sound to ensure it was properly closed was intentional making it more visually appealing than its predecessors were. The price point was $3 on eBay and Amazon, which was more than traditional lip balms, but the organic ingredients and new shape gave it the edge it needed to keep the pricey lip balm in demand.
Walgreens was the first store to carry the product with other big chains quickly following. Marketing towards style conscious millennial women through magazines and television ads helped the new company quickly gain a following. Beauty bloggers also played a huge role in the company’s growing reputation and with product placements and endorsements EOS lip balm quickly became a staple in most women’s purses. Through their large social media presence, EOS lip balm has quickly become “The lip balm that makes you smile.” https://skincare-au.com/collections/eos
There was a time that Chapstick was everyone’s go to lip balm. Chapstick was always on the shelves in many stores and markets. Seven years ago, a new lip balm started to show up. This lip balm is known as EOS. EOS stands for “Evolution of Smooth.” This lip balm came in many variations of flavors. It became so widely known that even celebrities were starting to use it. Now they are considered a $250 million company. This made them the second best-selling lip balm in the country, beating Chapstick. They have projected that they will be worth about $2 billion by 2020. What makes this lip balm different from other lip balms is that they are targeting women. Mostly; between the ages of 25 and 35. The people from EOS thought that other lip balms were made for a unisex crowd. This made the other companies make their products look lazy and cheap. Cutting on cost and prices. EOS said that they can use that to their advantage. They would make it round, so it can feel comfortable in a person’s hand, lively colors, and a pleasant smell. They didn’t want to make it look like it was some fads that will make people think it is nothing to look into. EOS lip balm wanted to expand everywhere anyway they can. They contacted beauty bloggers from many social media websites to express what they think about the product and not surprisingly, it worked. EOS got its first account from Walgreens, followed by Walmart, Lucky Vitamin, Target and other major stores. This company is not only concentrating on only making lip balms. They have already coming out with lotions and shaving creams. Hoping it will be a success like their lip balms. They are reaching out for every category available.
Visit the EOS website: https://evolutionofsmooth.com/lip-balm.html
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