A Look At EOS’s Success In Marketing Its Lip Balm
After decades of success, Chapstick’s domination of the world lip balm market ended swiftly with the entry of Evolution of Smooth (EOS) into industry. Seven years ago, millennials started shying away from the Chapstick. Their utilities seemed to be satisfied by the EOS products. This way, the company’s lip balm has become the ultimate choice for the millennials.
EOS’ entry into the lip balm market created a wave that swept across the industry. Shelf spaces were created for its highly-demanded products in all stores. Leading brands such as Walgreens, Walmart, and Target stocked the EOS products. In addition, the EOS lip balm brand received a significant boost when celebrities such as Christina Aguilera, Miley Cyrus, and Kim Kardashian were spotted with the lip balms. Owing to their large fan bases on Facebook and other social media networks, it was not long before millions of their followers started using the products.
EOS succeeded in re-designing the tube. Unlike other companies that developed products that were closely similar to those of Chapstick, EOS wanted a new product that would be packaged in a newly designed tube. In addition, the company came up with catchy slogans such as “The lip balm that makes you smile.” Moreover, they priced the product at $3 to enable it to compete with other lip balm brands. This information was originally mentioned on Fast Company’s website as outlined in this link https://www.fastcompany.com/3063333/startup-report/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick
EOS believed in its vision. Competing with companies that have been in operation for hundred years needed more than just an innovative product. After visiting several engineering trade shows, the leaders of the company managed to recruit the ideal experts to create its production facility. The facility was designed to facilitate the quick supply of products to the market. These professionals succeeded in ensuring that the lip balm is always available on the shelves. https://evolutionofsmooth.com/lip-balm.html
The visionary leaders of the lip balm company deemed it fit to design their promotional campaigns around millennials. With more young people becoming active buyers, the company was able to appeal to them in terms of tastes and preferences. The company targeted women aged between 25 and 35 years old. Notably, the corporation marketed the products through renowned personalities such as Miley Cyrus and Demi Lovato.