Evolution of Smooth: How One Brand Rose to the Top of Their Industry in Just Seven Years
Evolution of Smooth, or EOS lip balm as is perhaps the more familiar name, shook up the lip balm industry just seven years ago when they burst onto the scene with their now-iconic pastel orbs of lip balm.
The industry is over a 100 years old, and almost nothing in it has changed. The common little tubes that most lip balm comes in (think brands like Chapstick) are much the same as they always have been as is the fairly unisex way those brands markets their products.
EOS knew that the industry was due for a shakeup, a driving force in their ideas and decisions before launching their product line, which is now second in sales only to Burt’s Bees. But how exactly did EOS manage to rise to the top so quickly?
A large part of their strategy revolved around designing an innovative product unlike anything else available on the market, which led to the creation of the little egg-shaped containers. Designed to stimulate all five senses, the containers come in a variety of appealing colors as well as unique flavors and scents.
Another key piece of their strategy was determining a demographic. Unlike other lip balm brands, finding a demo to target has been instrumental in their success. Women are the primary purchasers of lip balm and yet, most companies choose a unisex approach. This left a wide-open door for EOS lip balm when they chose to connect with millennial women in order to sell their product.
Getting into Lucky Vitamin stores proved a slight roadblock, however; initially, no companies wanted to carry the products, but eventually EOS found a buyer – and found their way into celebrities’ handbags, beauty magazines, and girls’ bags everywhere.
Read more about Evolution of Smooth and their success story in their exclusive interview with Fast Company here.