The Evolution of Smooth

EOS lip balm, currently a $250 million company selling 1 million units per week, is the brain child of Sanjiv Mehra with partners Jonathan Teller and Craig Dubitsky. Seven years ago they saw a perfect market for something new and innovative in the ho-hum tubes of mint and cherry lip balm, and the luckyvitamin drug store aisles have been shaken up ever since. Not only have they climbed up to the number two position in their market, but they have also created one of the most recognizable brands in the business of smooth lips.

Instead of marketing their lip balm as a unisex product, the team decided to market specifically to women. Narrowing down their target demographic even more, they decided to market to millennial women. Meahra, Teller, and Dubitsky came up with a natural, organic blend of ingredients for the smoothest lips possible, and they managed to make a seemingly ordinary product into something that would delight the user and make her come back for more. They made it a point to engage each of the five senses with the feel of the smooth, round sphere, the eye-catching colors, an unending stream of scents and flavors, and the satisfying “click” as the container closes.

Finding the right stores to carry their product and then investing in their own automated production systems for quicker distribution and gave them a great start. They then used a combination of social media campaigns, beauty bloggers, and product placements with millennial celebrities to skyrocket their sales into orbit. Pushing even further, the team has recently partnered with well known brands like Keds, Rachel Roy, and Disney to create special edition lip balms. Hoping to continue their success, EOS lip balm already has future collections in the works and new products ready to add to their line. Visit the company’s Linked In page for more information.