In saturated markets many product names become synonymous with the product they make. On example of this is Chapstick. Chapstick sells lip balm and everyone is familiar with their tubes of cylindrical lip care products. EOS (Evolution Of Smooth) decided to take the plunge into this market in an attempt to change the norm and streamline it into something more desirable to its target user.
The first step would be to figure out who exactly the target was. Research provided important insight into that aspect. It showed that though Chapstick and other lip care companies tried to create a unisex product, the target market was dominated by women who use lip balms as part of their daily beauty regimen. They also interviewed women to find which aspects they liked, disliked, and what they would enjoy in a new product.
Utilizing this important information, EOS lip balm chose to appeal to the women who would likely be the ones using their product. To do this they revamped the boring tube for a more whimsical orb shape that is fun to apply and can more easily be found at the bottom of a purse. Couple that new visual appeal with fabulous new flavors and natural ingredients, and EOS had created a winning combination- a $250 million dollar winning combination.
After closing a Walgreens deal, they quickly rose to second place, just behind Burt’s Bees, as best-selling in the industry. This is a great accomplishment considering the staple of companies that have been around forever had become household names. They have solitarily transformed and driven growth in the oral care industry pushing it to new levels and in a new direction.
EOS can now be seen splashed across fashion magazines and in the hands of celebrities. They currently sell over one million units a week and look forward to more success as the market is expected to increase steadily in the next few years. Part of that increase is due to the demand for more natural products. That is good news for EOS since natural is their specialty. For more info, please visit evolutionofsmooth.com.