In this exclusive interview with Fast Company, EOS (Evolution of Smooth is the company’s full name) reveals information that they have previously kept rather quiet about their journey to success in a mere seven years.
Lip balm has been packaged, marketed, and sold basically the same way for more than a century. The familiar tubes about two inches long or so that sit in little packages or boxes in the drug store, such as Chapstick or Blistex, are essentially the same as they have always been.
That’s a large part of EOS’ success – they aren’t the typical drugstore lip balm. The creators knew the industry was ripe for something new, but they didn’t want to create something gimmicky or a passing fad, obviously. So they set about to design a fresh form of packaging that engages all five senses, and thus, the iconic EOS containers were born.
By creating something different, the EOS’ team had struck figurative gold. But getting the product into Target superstores wasn’t easy at first. Like most great ideas, they were shot down more than once before finding someone who thought their product would sell.
It wasn’t long after their lucky break that EOS lip balm exploded in popularity. Now the funky little lip balms are only outsold by Burt’s Bees, and their future looks to entail more growth and greater profits.
EOS also succeeded in striking figurative gold in their targeted demographic: millennial women. Their success is evidenced by shots of celebrities using their products and the lip balms being mentioned all over beauty magazines and blogs. The company also maintains an active presence on social media, a key part of their strategy.
To learn more about EOS and how they succeeded in a century-old industry, read their full interview here.