Brand Identity

Unique marketing and modeling propel EOS to second best selling lip balm

The beauty industry is one of the fastest growing in the United States, and a new organic lip balm is making a big splash in the oral care industry, according to a recent article by Fast Company.

Capitalizing on the issues many people have with traditional lip balms and improving upon those problems, the founders of the Lip Balm Company Evolution of Smooth – or EOS – told Fast Company that they wanted to make a product that made people feel good. From using organic products to a new packaging design, the founders have made their mark.

By getting rid of the tube design ( that made other competitors indistinguishable, and avoiding the pot design that required consumers to get their fingers dirty every time they wanted to apply, the founders were able to create a user friendly design that is growing in popularity. They started small, and quickly grew to become the second best selling lip product in the country.

The founders had difficulty breaking into large retail drug stores, but eventually were able to connect with a buyer at Walgreens and expand into their stores. After scaling up production rapidly to keep pace with their fast growing product, EOS founders Sanjiv Mehra and Jonathan Teller expanded even further into additional markets including Walmart and Target. Their lip balm is now the second best selling lip balm in the country, which is testament to their branding and advertising.

By using social media to target millennial, they were able to spread the word farther and faster than many of their competitors and gain a competitive foothold in the lip care market. Using additional partners to amplify their brand, the founders of EOS lip balm have created a winning model of how to succeed in the beauty industry.