Just a decade ago, the lip balm industry’s undisputed leader was Chapstick with no competition even at a distance from it. The market had the pitch ready and was waiting for some innovation. EOS grabbed this opportunity seven years ago to burst into the scene and take advantage of the apparent lag and void in both the product and the marketing perspective.
EOS amazing feat of beating the almost invincible Chapstick was not only the terrific product but also a great marketing strategy. While each product in the market remained a look-alike tube that would often get lost in the folds of a woman’s purse, EOS built a balm in a beautiful and distinguished spherical case that was instantly recognizable, different from all and unlikely to get lost. Against the clinical taste of all previous lip balms, its rainbow of assorted flavors, captivating smell, easy sensuous spread on the lips; the experience was almost ethereal and addictive. Women could not help but come back on Walgreens for a second buy and then the third purchase.
The success of EOS lip balm was largely because of the fact that it added an extra zing to the women’s beauty regime and made it fun, fresh and trendy. Moreover, the product was formulated with completely organic ingredients which were completely safe to use. One would think that these would make the lip balm, an expensive affair but the company was smart enough to keep the price almost equivalent to the already available lip balms. It encouraged the women to try the product without any reservations. Add to it their pristine Facebook marketing campaign, and you have an unbeatable and excellent unity of both an exceptional product as well as outstanding marketing. It’s easy to understand how EOS has attained the top position in the lip market industry and easily outdid the century old ruler Chapstick quickly in less than seven years. For more information, visit the Evolution of Smooth.com website.