The lip balm market for years has remained static and unchanging. The lip balms produced by brands like Chapstick and Blistex were pretty much the same as those made decades before. Few people thought much about their lip balms and bought them out of habit and for the limited relief from dry lips that they provide.
One of the co-founders and the managing partner of the Evolution of Smooth, Sanjiv Mehra, sought to change all that as detailed in a recent article discussed the history of the company that he helped to build and why they were able to achieve success in a market that was already so well established and with powerful competitors.
EOS started off by surveying those who consumed lip balms who happened to be mostly women. After interviewing these women EOS lip balm found out that the consumers were looking for products that were better tasting then the lip balms that were currently in the market which tasted medicinal. To combat these stale flavors, EOS created unique flavors which were odd fruit concoctions which appealed to their target customers; women.
Further, manufacturers were making lip balms that were unisex in design which didn’t really satisfy the desires of women. EOS changed this with an applicator orb that was stylish but still was sanitary, unlike the other jars on the market. The ingredients were al natural and organic and fit into their desires for a healthier lifestyle.
By attacking the market this way, EOS was able to rise to be the second largest player in the lip balm market and to sell a quarter of a billion dollars worth of containers of lip balm a year. EOS has also reached out to other markets within similar lines, but it was their initial success, by listening to their customers that paved the way for the brand. EOS products are available online trough eBay and Ulta. Visit https://evolutionofsmooth.com/, for more details on this amazing brand.