Evolution of Smooth’s lip balms have steadily increased in popularity since they were first put on store shelves seven years ago. Their intriguing flavors and colorful spheres captured the attention of both beauty editors and celebrities. As a $250 million dollar company, EOS has now surpassed their competitors in the lip balm industry to become today’s top-selling product. Despite the huge success of Evolution of Smooth’s lip balm, co-founders Sanjiv Mehra and Jonathan Teller had to face many challenges before their product actually caught on. Fortunately, these two innovative thinkers used all the right strategies to get their product noticed.
Thinking Outside the Box
The first challenge the founders of EOS faced was in the formation of both the product and its packaging. Since the current lip balms all came in tubes, they knew they had to create a different shape for their package. They called in a professional clay artist to design some shapes that could potentially work for their product. Once they settled on the sphere the next step was to create a different type of balm. Rather than offering the traditional generic flavors they decided to engage the senses with lip balms that tasted like honeydew melon, strawberry sorbet and passion fruit.
Hitting the Market
Another challenge the team at EOS had to face was in getting their product onto store shelves. Since they had designed the lip balm to appeal to women they quickly discovered they had more success offering it to female buyers than to male buyers. After landing an account with Walgreens the team at Evolution of Smooth went to work advertising the lip balm to the millennial generation. Choosing to Target women between 25 and 35, they capitalized on their sense of fashion by promoting their balms in magazines as Well as through online blogs.