Never heard of Evolution of Smooth? Sure you have – EOS is the second best-selling lip balm on the market. And its name really does say it all. The company’s history is fascinating, and the creators only very recently started talking about exactly how they created their brand and revolutionized the industry.
Before EOS lip balm, the monotony of the lip balm industry made the brands indistinguishable from each other, save for price. It seemed that the only way lip balms wanted to compete was through price gouging.
The creators of EOS believed that they could come up with something better. Thusly, ‘The Lip Balm That Makes You Smile’ was created. It wasn’t as simple as that, though. They actually put in a lot of research to discover that women were the biggest buyers of lip balm, and even more to figure out what they DIDN’T like about the current brands.
The EOS brand lip balm is known for is more natural ingredients, a wide variety of interesting flavors, and cute product packaging. All of this was by design and meant to bring joy to the people who purchased lip balms.
Now, it’s quite common to see even the oldest lip balms in the industry coming out with new flavors, overhauling their packaging, and venturing into fun and funky advertising territories.
But none of it would have happened without EOS lip balm. They have completely reinvigorated a relatively plain market, making it not just functional, but fun. They have helped to ensure that it’s not just a stable market, but a growing one. This is backed up by the fact that the lip balm industry is expected to become a $2 billion industry by 2020 – only a few very short years away!