In an article written by Fast Company, they discuss how Evolution of Smooth (EOS), the popular lip balm company that is well known for their natural organic products and the pastel colored orb balm containers; have climbed their way to the top of the market within 7 years of the launch of their products. EOS has outdone their competitors like Chapstick and Blistex. EOS is currently the second best selling lip balm, after Burt’s Bees. See, https://www.fastcompany.com/3063333/startup-report/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick.
Sanjiv Mehra, EOS lip balm cofounder & managing partner, said that since they started up small, they put all their focus on creating and distributing the products. When creating the design they wanted to rethink lip balm entirely and brought in molding artists that sculpted different shapes until they were satisfied with the orb design. They wanted the design to be fun and not boring or dull, because many women use balms in their daily beauty routines. They approached the design from a different perspective then most lip balm companies and gave the design a way to engage with all five of our senses.
Even though EOS was producing high quality products, they had a hard time getting retailers to sell their product. Many buyers were unsure of how to take the new product and assumned that loyal customers would not stray from there favorite brand of lip balm. That was until a female buyer, tried and loved the product. She put it on Walgreens shelves and soon after Walmart and Target picked up the new product.
EOS is constantly releasing new flavors and designs that customers won’t get bored with. Mehra feels that EOS has had great sales this year and that the company is promised sales for years to come.