‘The Lip Balm That Makes You Smile’, EOS, is already the second best-selling lip balm on the market, and it’s only been around for 7 years. This wasn’t by accident or sheer dumb luck, but hard work, careful planning, and ingenious cultivation.
Co-creators of EOS (Evolution of Smooth) lip balm wanted to make money – but they wanted to make money well. They decided to pick a product that would be easy to repackage and refresh rather than to compete in a market that was already over-saturated.
After deciding on lip balms, which were sorely underwhelming and had no significant changes since they first appeared on the market 100 years ago, they started doing their research.
In addition to decided to break the mold of traditional lip balm tubes, the Lip Balm Company decided to add interesting and new flavors. (Before EOS, lip balms typically either didn’t have flavors or came in your choice of cherry or mint).
Even though getting into stores initially was hard, they were persistent. Once they got their chance, they broke into the industry big time.
With a nearly fully automated process from start to finish (something the creators were hell-bent on was that they wouldn’t have to rely on 3rd parties to produce their products) and a smart play to market to Millennials from the get-go, EOS lip balm has been cranking in the earnings.
They have not only inspired new and old brands to be more adventurous (some have even taken a leaf out of EOS’s book and began making their own unique packaging), they also helped to start a whole new way of advertising (influencer marketing).
It may not sound like a huge deal to anyone who is too young to remember a time when you could only get 2 flavors and could all-too-easily lose your tube of lip balm, but to those of us who do remember, EOS has been a Godsend. EOS products are available on Walmart and target stores nationwide.
They have truly earned their rank of second best-selling lip balm!