Lip balm has been traditionally the basic cylindrical tube that comes in basic flavors, like original and cherry. Seven years ago, the lip balm industry completely changed. Evolution of smooth came on the scene with their colorful orbs and wild flavors. These orbs took over the checkout shelves of drug stores and grocery stores. EOS lip balm became the “It” item that was chic to have. Magazines, like Allure and Cosmo loved these orbs, and celebrities, like Miley Cyrus and Christina Aguilera, have been seen toting EOS lip balms.
This company has quickly become the second best-selling lip balm in the country, second to only Burt’s Bees. Sanjiv Mehra, cofounder, discusses how they took the beauty industry by storm and was able to make this small startup a huge success. Mehra first started with the packaging. The tube, a package chapstick is well known for, has been synonymous with lip balm for decades. By designing an original package, they knew the product would stand out instantly. This category stuck out as one that needed a makeover.
EOS offers their customers a unique pack with multiple choices in flavors. The success of this small startup comes from its reinvention of the wheel and its ability to target the Facebook active generation.