According to an article in Fast Company (https://www.fastcompany.com/3063333/startup-report/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick?utm_content=buffer47040&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer) consumers have purchased cylinder tubes of original, cherry and mint Chapstick for more than 100 years. In 2009, the EOS company began selling natural and organic orbs of lip balm in inviting pastel colors. Retail locations like Walgreens, Walmart and Target began stocking them on their shelves. Articles were appearing in Allure and Cosmo, and celebrities like Kim Kardashian and Miley Cyrus were seen using these lip balms. This company now sells more than Blistex and Chapstick and is only second behind Burt’s Bees.
EOS, short for Evolution of Smooth, was founded by Sanjiv Mehra, Jonathan Teller and Craig Debitsky. Their research showed that women were the higher percentage of lip balm users, but they often misplaced the small tube. Lip balm containers were also favored, but thought not as hygienic when applying to the lips with fingers. The EOS lip balm founders also wanted their product to be fun and enjoyable to use. Relying on their own finances, a clay artist to create unique shapes, and a desire to make a product appealing to all five senses. Thus the soft, egg-shaped lip balm made from flavorful organic ingredients was born and offered to consumers at a competitive price.
Walgreens was the first store to stock this innovate new product thanks to the efforts of Mehra and another experienced sales person. Walmart and then Target followed suit. Online retailers Lucky Vitamin and ULTA soon began selling EOS products too! To meet new demands and increase sales without having an outside manufacturer produce the inventory, the founders researched how to develop their own fully-automated production facility. They also targeted various marketing avenues like television and magazine ads, review on beauty blogs and discussion on Facebook, Instagram and YouTube. Celebrity endorsements also helped sell the product.
Revo and Blistex have recently come out with their own sphere-shaped lip balm. EOS is now selling more than one million lip balms each week. The company also markets hand lotion and shaving cream, and more products in different categories will be available in the future.