Chapstick, as we know it, was nothing more than a way for us to keep our lips from looking dry. It really wasn’t much to talk about. It didn’t have any fancy smells or bright colors. EOS (evolutionofsmooth.ca) is breaking through and making history. EOS is a makeup brand of lip balms. They aren’t your typical lip balms. EOS stands for Evolution of Smooth. It was founded by Jonathan Teller and Craig Dubitsky and later Sanjiv Mehra, co-founder and managing partner. It is a must have in the beauty and fashion industry. Celebrities like Kim Kardashian and Miley Cyrus are both seen wearing EOS lip balm. The founders have decided to have a sit down with Fast Company and discuss the strategy behind their brand. They felt like it was time to tell their loyal supporters their story and why they created EOS lip balm.
Jonathan Teller and Craig Dubitsky simply got tired of seeing the boring, old school, unisex lip balms on the shelves of the neighborhood drugstores. They wanted to create a variety of lip balms that came in different colors and tastes, even better, the quality of natural ingredients. For women, having a lip balm was an essential product needed for a makeup regimen. EOS founders realized that women were their perfect consumers to Target. It then allowed them to create fun and feminine lip balms with different colors and shapes. They wanted to form an emotional connection with their buyers. https://www.amazon.com/Organic-Smooth-Strawberry-Passion-Honeydew/dp/B009QTDYYA
Their strategy also included the fact that they didn’t want to overpower other products that were already on the market. They feared that would turn their brand into more of a gimmick and nothing long lasting. They have worked hard to build a presence on social media outlets. They have more than 1.8 million followers on Instagram and almost 7 million followers on Facebook. They sell over 1 million lip balms a week. What a success!