EOS Emerges as a Major Manufacturer of Lip Balm
An article in Fast Company highlighted how EOS lip balm was built into one of the major market players in lip balms. Before this article the company was secretive about their past and instead focused on designing and making their products, but decided to discuss their history now to shed light on the company.
The article discussed how the brand was founded and immediately started to focus on how to satisfy their targeted market segment; women. Up until that point, lip balms were sold as unisex products but were purchased primarily by women. The unisex lip balms were mostly bland and medicinal in flavor and were sold in conventional containers that merely applied the lip balm and little else.
This was changed when EOS began to market and sell lip balms more to women than men and designed an applicator orb that was attractive and resembled some of the lipstick applicators that were coming to the market. The flavors that were designed for customers, such as honeydew and watermelon, were unique and not previously seen in lip balms, which made EOS stand out. Their design was so revolutionary that it even took a long time for other companies to begin to copy them, partly since EOS had invested in having their own proprietary equipment built for their lip balms.
EOS was more than just flavorings and new containers. The lip balms that they designed were made with the specifications that their customers wanted; namely all natural ingredients that were organic and not fake in consistency. These needs met they began to try to find distribution networks and launched their first relationship with Walgreens, Walmart and later with Target, thereby reaching a wider audience for their products. They also launched the product from online shops like Racked.
Now EOS is the second biggest seller in the industry behind Burt’s Bees and is a real success story of listening to your customers and organically growing your business.