EOS lip balm is a brand that is nationally known now versus 20 years ago. Companies like Chapstick dominated the markets with their traditional lip balms. There wasn’t much variety to them and lip balms were viewed like a chore similar to brushing your hair. There wasn’t any fun to it, people just did it because their lips needed to be moisturized. Sanjiv Mehra, EOS co-founder, Jonathan Teller and Craig Dubitsky, wanted to change the whole lip balm industry by creating a product that was fun, exciting, and appealing to all five senses. Craig Dubitsky left before the big launch to work on another adventure.
EOS changed the whole outlook and decided on an orb like shape, added a ton of flavors that tasted as good as they smelled, included bright, pastel colors, and tossed in the clicking sound when the orb closed. They concentrated all their energies on production and distribution. Advertisement didn’t come til later. Once they got their foot in the door with a female buyer at a nationally known chain, Walgreens, Target, Walmart and Amazon followed right after. But they needed more and how they achieved that was by reaching out to all the known beauty bloggers and get them to spread their thoughts on the EOS lip balms. Celebrities like Miley Cyrus and Kim Kardashian were spotted pulling the bright, pastel orbs from their makeup bags too. This is what the company needed to send them to the top passing Chapstick in the ranks.
Kline Research says that EOS lip balm is a success. They sell over one million units weekly. And Kline Research estimates the company’s worth to be $2 billion by the year 2020. The market already demands organic, all natural products and EOS lip balm fits that demand. Since the company has grown, they have opened up to Fast Company, wanting their consumers to know just how they started.