The story of how EOS became a multi-million dollar lip balm company, and out sold Chapstick, is being told by Elizabeth Segran, with Fast Company. EOS, short for Evolution of Smooth, currently sells over 1 million products every week, but they started out with just an idea to come up with a beauty product that they could successfully recreate. They settled on lip balm, because at the time Chapstick and Blistex were the biggest sellers with very little else to choose from. They felt as though it would be easy enough to out-do them, because they weren’t doing much with the product, and they were right.
Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky the creators of the brand, knew they wanted to make and distribute a product from the start. EOS lip balm has become a big success, but it wasn’t overnight. There was legitimate planning that went into the marketing and unique design of the EOS lip balm (https://evolutionofsmooth.com/lip-balm.html) from beginning to end. They decided to engage all five senses in order to make their brand of lip balm stand out and make an impression on the women they intended to impress.
The round design was to solve the problem of not being able to find the lip balm inside of a crowded purse. They also wanted to make it soft to the touch with a discernible clicking noise when it closed, and a multitude of smells and colors to choose from. Once inside stores, they marketed their product like crazy. Using TV, Magazine, Facebook and other social media platforms, celebrity, and even products like Keds and Disney, they were able to become the biggest advertisers in the lip balm industry. The marketing and design decisions they made along the way have worked for them, as they are currently a $250 million company. Other companies, like Blistex, are even copying their round design.
The world continues to cheer Jose Henrique Borghi for his outstanding commitment to advertising. Jose was an instrumental writer for training. His career commenced in 1989 where he worked for Standard Ogilvy. He extended his services to FCB and Leo Burnett. His vast experience in media and advertisement earned him a position of VP where he was appointed a president. Jose left Burnett at the end of 2002 and merged with Erh Ray to form an agency called BorghiErh Creative Intelligence. In 2006, the partners merged BorghiErh with Lowe. Jose Borghi was president again.
Under his leadership at Lowe, Jose’s roles included creating great media campaigns for companies like Honda and Rever Conceptos. He controlled daily decision-making processes and guided staff towards excellence. In his career as the sitting president, Jose bagged awards like Archive Editor of the Year in 1999, Clios Awards, April Awards in Advertising and the London Festival Awards. Following his enthusiasm and award for creativity, Jose was appointed the agency’s professional creative director. On the other hand, Erh Ray was awarded for being the leading advertiser of that year.
At the end of 2006, Borghi merged with Lowe for a consolidated agreement that saw massive growth of the ad agency. The next years marked excellent performance in the advertising industry. After the merger, Borghi and Lowe celebrated their achievement from 2008 to 2010. The company won a new pack of clients and brands to work on. Some of the international brands that worked with Lowe and Borghi are Unilever and Johnson & Johnson. This proved the excellence of the agency as it is not easy for brands like Unilever to contract a company or agency.
During the period of its service to Unilever and Johnson &Johnson, Mullen and Lowe consolidated the ten largest companies in Brazil. This saw it earn position fifteen in the ranking of agencies and advertisers. In 2008, Lowe and Borghi’s agency was ranked third. They tripled their revenue in addition to bagging the national and international awards for the best advertising agencies in Brazil.
Dick DeVos is a highly successful businessman who is involved in the world politics too. Dick DeVos along with his wife have both spent a lot of money in lobbying for a number of conservative issues. These include school vouchers, the right to work legislation and much more.
Dick DeVos comes from a rich background. He is the son of Richard DeVos, whose net worth is approximate $5.1 billion. Richard DeVos is the founder of Amway which is a multi-level marketing company.
Dick DeVos had started working in Amway during the 70s. It was in 1984 that he became its Vice-President. Another source of wealth for Richard DeVos’ is sports. He owns the Orlando Magic basketball team, which he bought in 1991. Dick DeVos was appointed as the president and CEO of this team. Later on, he became the president of Amway. He left it after two years in order to work with his own firm, The Windquest Group. This is an investment management company.
He entered the political arena by being the Republican nominee as he stood for the 2006 election for the governor of Michigan. During this campaign, he spoke about the issues of jobs and economy. He said that he would be making the state friendlier for doing business. This would be achieved by cutting taxes as well as regulations. He pointed to his business experience to ensure people that he can get this done. But he was easily defeated by his rival, Granholm who won the election by 14 percentage points.
Dick DeVos along with his wife, Betsy DeVos are advocating private school vouchers. They have already spent millions of dollars while lobbying for this issue.
It was in 1993 that Dick DeVos and his wife became the co-chairs of the Education Freedom Fund. It is a fund that is giving scholarships to various low-income families in Michigan. This way it allows them to attend a private school as per their own choice.
He has been working towards providing parents the opportunity of choosing a school and sending their child to it.
Another political issue that is close to Dick DeVos is the right-to-work laws. He strongly supports laws that are allowing employees to work without being forced to join any union. Obviously, the unions are strongly opposing this.
Dick DeVos organized a campaign in Michigan in 2012. This was for passing the right-to-work law. He spent $1.75 million in order to fight against the unions. He backed Protecting Michigan Taxpayers and spent nearly $23 million on this campaign. Ultimately Michigan Governor Rick Snyder had to give in. He enacted legislation that banned any mandatory union membership. Michigan is the 24th state in the US to do so.
Seattle Genetics is among the majority of the companies making interesting discoveries in the field of cancer research. Dr. Siegall, CEO of Seattle Genetics, has been ardent on enhancing treatment for cancer patients since starting his career in biomedical studies. He has led this innovative company for approximately two decades. Dr. Siegall’s hardwork and determination has greatly contributed to advancements in cancer research and therapies for cancer patients.
Siegall amassed many professional accomplishments since getting his Ph.D. in Genetics from George Washington University. His career started as a senior research investigator at the Bristol-Myers Squibb Pharmaceuticals Research Institute. Before becoming the staff and biotechnology fellow at the National Cancer Institute, he was promoted to being the principal scientist.
Seattle Genetics developed the first antibody-drug conjugates (ADCs) and ADCETRIS, which got approved by FDA in 2011. Currently, ADCETRIS is now available to cancer patients in more than 60 countries around the world. Siegall helped to fundraise over $1.2billion in both public and private funding. The funds were to finance Seattle Genetics in paving way for advanced cancer treatments using innovative technology.
Dr. Siegall was awarded the University of Maryland Alumnus of the Year for Math, Computer and Natural Sciences in 2013. In 2012, he was named the Pacific Northwest Ernst & Young Entrepreneur of the Year. These awards were meant to recognize his significant contributions to the medical and scientific communities. Siegall currently hold 15 patents and continues to search for new ways in medical research. He has published over 70 scientific articles and still shares his knowledge with the medical and scientific communities.
Clay Siegall is an enthusiast of science and technology. In 1998, he co-founded Seattle Genetics. Currently, he is the president, CEO and chairman of the board at Seattle Genetics. The company is growing since their stock price tripled in a span of 5 years. This growth is all because of Clay’s interest in drug development, scientific innovations, research and importantly helping patients.
The Seaport World Trade Center’s Pegs Boston interviewed Siegall concerning the future he envisioned for Seattle Genetics. He said that the company had made a couple of drugs SGN-CD33A and SGN-CD19A. The drugs are designed to target Leukemia cells and stabilize the bloodstream to enable the flushing out of cytotoxic agents.