Everyone by now has seen EOS lip balms unless they live under a rock. EOS balms are easy to spot and actually jump out at you from the aisle of Walgreens, Target, Walmart and online shopping stores like eBay where people go to do their day to day shopping from groceries, to clothes to household products.
There are many specialty beauty brands that achieve cult like status but for a drugstore brand product to achieve this type of status from very small beginning in such a short period of time is truly remarkable. EOS lip balm started out as a small startup relying on the expertise of co founders Sanjiv Mehra and Jonathan Teller in their backgrounds in package design and startups. They were able to identify an undeserved niche in the drugstore chap stick aisle with the hopes of shaking it up a little. They did more than that, they achieved fame ending up in cutting edge Miley Cyrus music videos and spanning across the globe to find a product following in Asia.
Expanding this product was simple but strategic. Instead of building up endless marketing hype they focused on the product itself. It’s flawless design, ease of use, and catering to what women really wanted allowed the product to sell itself. Women everywhere gravitated to the spherical twist open design, the organic and natural balm formulations, and the fun colors that coordinated with the scent and flavor of the balm. Because they invested in custom machinery that would be able to churn out the product to meet demand they were also able to experiment with different flavors and colors keeping their customers delighted with the ever changing and exciting roster of new product. Only later did big name celebrities like Miley Cyrus and Taylor swift endorse the product.