Before EOS came into the market, buying a lip balm proved to be a daunting task. Getting a lip balm involved going through various supermarkets and drug stores like Costco. The lip balms did not have the color, taste, and flavor that people wanted.
However, a few years ago when EOS came into the market, things changed. EOS is a pastel-colored lip balm. The lip balm brand quickly found its way into different makeup shops and Target supermarkets. Top celebrities like Kim Kardashian have been spotted owning EOS in their makeup kits.
How Evolution Of Smooth (EOS) Company markets its products
The founders of Evolution of Smooth have concealed their marketing and business strategies for a long time. However, during their interview with Fast Food, they revealed their secret behind the success of their two hundred and fifty million US dollars company. EOS lip balm is ranked as the second best-selling lip balm company after Burt’s Bees.
Kline Research Revealing
According to research carried out by Kline, a research and consulting firm, EOS without receiving any help drove a tremendous growth in the oral care category. The EOS Company sells over one million units every week, and their future seems to be great.
EOS cofounder Sanjiv Mehra said when they began, their attention and major focus was creating and distributing products. He went ahead to say it is paramount for them to keep their customers in the loop about their business and what their values are.
The founding journey of EOS
Before cofounding EOS, Mehra was growing his career in different consumer packaged Goods Company. He later joined forced with Jonathan Tailor to form EOS. They had identified a market gap in the lip balm category. They focused on creating emotional connections with the users hence their tagline, the lip balm that makes you smile.
To be relevant in the competitive market, they hired experienced sale representatives. They also had to sell their products quickly, contact beauty bloggers and build a significant social media presence before partnering with the major industry players.