The Evolution of Smooth dared to enter an already oversaturated lip balm market and overtaken the industry pioneers to become the millennial generations lip bulb of choice. For centuries, buying lip bulbs meant perusing through the supermarket aisles or drug stores for cylindrical tubes of chapstick. The sticks appeared more of a drug with a full list of active ingredients in the packaging.
But seven years ago, EOS pastel-colored lip balm orbs began to flood the market. They took over the aisle space at Walgreens, to Walmart, and Target. Beauty editors from Racked, Cosmo and Allure were the first to embrace the irresistible taste and color of EOS balls, and then celebrities Miley Cyrus, Kim Kardashian, and Christina Aguilera were spotted flashing EOS balls from their makeup bags.
According to Kline Research, EOS has singlehandedly spearheaded expansion in the oral care category. The company currently moves over 1 million units every week and the future prospects still promising. That is because the global lip-care market is projected to grow steadily to $2 billion by 2020.
EOS had a big idea that drove their bold step into the dominated lip bulb industry. It was not merely enough to develop an innovative product. To outshine global giants in lip care products like Chapstick who have been in the market for longer wasn’t going to be easy. The founders, Mehra who had spent his time in consumer product industry, joined forces with Jonathan Teller and Craig Dubitsky to make the dream come true. Mehra was familiar with the process making it easier for the team to access the market shelves. They additionally hired an experienced sales representative to champion the marketing strategies.
Targeting Millennial Generation
Besides getting the new product on shelves, the co-founders aimed to create a buzz around the EOS lip balm products. In addition to the ordinary adverts in televisions and magazines, the company embraced influencer marketing strategies, which was a smart way to reach their demographic.
They involved beauty bloggers in doing product reviews on Ulta and talking about it on Facebook, Twitter, YouTube and Instagram. They coordinated with millennial celebrities to take the word out there through product endorsement and placements.
Despite the success, the company still works hard to extend the innovation to other products to ensure there is a consistent flow of new products on the shelves.