Category Archives: Marketing Genius

EOS – Creating a a Culture Phenomenon with Lip Balm

Recently, the EOS (Evolution of Smooth) company had the opportunity to interview with Fast Company, giving them a peek into their secrets of success. Their gem is their Evolution of Smooth lip balm, which has become a $250 million dollar company. EOS is the 2nd best selling lip balm (Burt’s Bees is first), and it has outsold other well-known brands that have been out for a much longer time such as Chapstick and Blistex. EOS sells a whopping 1 million units per week!

The creators of EOS lip balm began with the thought that lip balm was a unisex product – like toothpaste, or shampoo. Through research, they also discovered that lip balm was a product that women usually had on hand. The key, they thought, was to find a basic staple item, and make it fun. Looking through the aisles at Walmart or Walgreens, when looking for lip balm, one could merely find just a boring Chapstick and an occasional cherry or mint. Evolutionofsmooth quickly came up with the catchy title, some pastel colored pots to house their product, and some fun, fruity flavors like honeydew and grapefruit for the taste buds. They contacted beauty bloggers who reviewed their product on YouTube, Facebook, and Instagram. Now, EOS has 1.8 million Instagram followers, and seven million Facebook likes. A new flavor can get up to $40,000 likes. EOS has been featured in Britney Spears and Miley Cyrus videos. EOS is a true success story with a wildly popular product. Lip balm will never be the same again.

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