EOS lip balm is the second best-selling lip balm in the United States and it continues to grow in popularity through other countries all over the world. Currently selling more than 1 million units a week, the lip care market is projected to reach $2 million by 2020.
EOS ingredients are natural and organic which has become popular among consumers. Especially popular among their targeted audience which included millennial women between ages 25-35. EOS’s producing company, Fast Company, mainly targeted women based on a study that showed chapstick was primarily bought by women.
EOS took this opportunity to make a lip balm that would be favored over others. Most brands of chapstick had been focused mostly on competing with who had the best price. No brand had designed their chapstick to be fun and appealing to those buying it. EOS took this opportunity to work on a design that would be enjoyed by most.
Inventor of EOS, Sanjiv Mehra, took the first step in designing this new lip balm by bringing in an artist that brainstormed different shapes for chapstick other than the cylinder shape other brands already came in. The texture was also taken into discussion so that buyers would have a comfortable grip when applying the lip balm. The final product was the oval shaped soft grip we see in stores today.
The next steps to making EOS appealing were the colors, tastes, smells, and overall feel of the lip balm. EOS uses organic ingredients that make the feel of the lip balm favorable among other brands. They added pastel colors to these lip balms to appear to the eyes as well as different flavors for each to appeal to the tastes and the smell. Buyers have chosen pay $3 on Target, Wal-Mart and Costco for this product over a standard brand of chapstick for $1.
Due to this success, EOS is expected to grow in other countries as well. They have already begun production of other ESO products (https://evolutionofsmooth.ca/) such as lotions and hand creams.