For well over a century, lip balm consisted of getting a basic chapstick that moisturized the lips. And if that wild hair came into play, you splurged and got the scented lip balm that may or may not tint your lips a pale shade of color. That was the go to for the bare necessities in lip care.
But now, EOS has taken the lip balm market and ran with its attractive, bright color orbs. EOS lip balm can be bought anywhere. Walmart, Target, Walgreens, eBay and Cosmo are just a few of those places that the lip balm can be bought at. Celebrities such as Christina Aguilera and Kim Kardashian are seen using the EOS lip balm. This caused the popularity of the lip balm to increase.
EOS stands for Evolution of Smooth. EOS is the second largest lip balm company globally. Lip balm is seen as a unisex item, comparable to toothpaste or mouthwash. But after consumer research, it concluded that lip balm is used predominately more by women than men. Sanjiv Mehra, cofounder of EOS stated that when they were in the developmental phase of EOS, they wanted to avoid becoming a fad. Their goal was for long term success. The company didn’t focus on advertising as much as product completion and distribution.
It wasn’t easy getting EOS into the stores. The industry had leading lip balms that were hard to compete with because of their longevity. Once that hurdle was conquered, it was time to start advertising. Their focus was on the females, age ranging from 25 to 35.
EOS used commercials, magazine ads and reaching out to bloggers in the beauty sector. The beauty bloggers would try their product and then go to Facebook and social media reviewing it. The company also reached out to celebrities in the same age range they were appealing too and had them promote the fantastic EOS lip balm.