When it comes to building a superb brand, you need to begin with a very unique marketing concept. If you don’t have an intelligent plan, then failure is apt to follow. That’s exactly how three branding experts came to establish EOS, the Evolution of Smooth lip balms, according to a fascinating read by the FastCompany.com.
Sanjiv Mehra, EOS cofounder and managing partner, along with Jonathan Teller and Craig Dubitsky ventured into the world of lip balms, the uni-sex skin care staple that hadn’t progressed in the last several decades. The stick form of balm in a tube was it, unless of course, you chose to be somewhat dangerous and selected a cherry or mint flavor.
Through thorough research, the businessmen learned that lip balm was a huge favorite for women and that ladies preferred a pot of balm but to keep it sterile and not use their fingers. Women also desired a different shape of balm, so they could easily find it buried deep in their hand bag of stuff.
So, these smart guys used their own funds and start-up capitol to re-invent lip balm the EOS lip balm way. They chose to focus on all five senses, from the soft round lip balm container that felt good to touch and hold, to seeing the pretty colored little pots, to the amazing scents, to the delicious taste of the natural flavors, and even to the adorable clicking sound the orb makes when it closes.
Mehra, Teller and Dubitsky even created a brilliant and happy tagline that tugged at the heartstrings: “The lip balm that makes you smile.”
Trying to go head to head with Chapstick and Burt’s Bees was like the story of David and Goliath, since these brands are owned by the giants Pfizer and Clorox, respectively. However, EOS pursued, finally getting their first account with Walgreens, thanks to a female buyer. Then an account with Target followed, and EOS exploded on to the scene, never looking back. EOS is now available on retail stores like eBay and ULTA.
Next, the trio knew that to hit hard in this business, they would have to deal in volume. So, they invested in their own production facility which has been a valuable option, because the EOS operation is almost entirely automated from start to finish.
Understanding the value and immense opportunity with social media was another facet in EOS’ rapid rise to the top of the lip balm heap. Mehra, Teller and Dubitsky zeroed in on millennial women in the 25-35 age category. They brought celebrities like Kim Kardashian, Britney Spears, Jennifer Hudson and Miley Cyrus to get the word out about EOS. The businessmen also made their presence known on Facebook (7 million followers), YouTube and Instagram.
These days, competitors like Blistex, Revo and others are duping the genius EOS spherical lip balm into their own brands. That’s okay, EOS is busy growing like wildfire, selling more a million lip balms a week, which is amazing for a seven-year-old company.
EOS is an example of brilliant marketing of a brilliant product. Check out: https://evolutionofsmooth.com/.