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.