Lip Balm Revolution: EOS Reinvents Chapstick
Seven years ago a lip balm revolution began. Lip balms, up until this time, used to be a necessity for chapped lips but not an enjoyable experience. Sanjiv Mehra, Jonathan Teller and Craig Dubitsky joined forces, eventually founding EOS (short for Evolution of Smooth) and changed all that.
Mehra, Teller and Dubitsky (who left before EOS launched) came up with a new kind of lip balm which was organic rather than clinical. Not only were the ingredients different, but the shape and container were different as well; no more boring cylindrical tube. The containers are small pots and the lip balm inside it is spherical, thus enabling application without the use of fingers. Even the colors are different. Chapstick was colorless but the lip balms made by EOS come in a variety of pastel colors.
One of the biggest challenges for the co-founders of EOS was how to compete with industry leaders. EOS lip balm needed to be able to expand quickly. Instead of relying on a third party for manufacturing, which could slow production and delivery down, Mehra and Teller decided to invest in their own facility. The equipment is almost completely automated; making it much easier to meet demands of each new account that they landed.
The co founders decided that the target audience of the lip balm was style-conscious women between the ages of 25 to 35. They marketed the brand through magazines and television ads but they also built a social media presence; building a 1.8 million following on Instagram and close to seven million on Facebook. (https://www.facebook.com/eos/)
The work and innovation has made the brand a success; so successful that it even has copycats. Seven years ago the company sold less than a million lip balms in its first year. Now it sells more than that every week! Check out their products on your local Walmart store or online on Racked.com.