Chapstick and Blistex have been the original names in lip balm for several decades, but seven years ago EOS or Evolution of Smooth, came on the market, and they have overtaken it. In this short amount of time, they expanded their line to 14 different flavors and have become a $240 million international company.
EOS lip balms now sell over one million circular units a week as they create a new attraction to keeping lips soft and sensual. Global lip care is expanding, and by the year 2020, it is predicted to be a $2 billion market with natural EOS in front.
Mehra, the founder of EOS, operated from the position of “finding a need and filling it” because he saw only cheap takeoffs from the two original brands on the market. Mehra wanted to design a product that would be pleasurable for a woman to wear, engaging in all five senses, organic and a delightful variety of flavors.
A comparable price was chosen for retail, $3, which was average, but EOS is not your average company. They want to be transparent, so customers know they’re a “real” company and that they designed these orbs of balm especially for females. The first store that accepted them was Walgreens, and then they were Walmart and Target followed shortly afterward. They spread across the country.
EOS themselves were amazed when celebrities like Miley Cyrus, Christina Aguilera, and Kim Kardashian were using the EOS balm, but thousands of females were also making EOS their favorite. To bring EOS out into the public eye, Mehra advertised in the magazines and on TV like the original brands, but since their target was to millennial women between the ages of 25 and 35, they directed a large part of marketing to social media. Today, EOS lip balms are found everywhere.