Everyone has seen the little round pods of lip balm in the checkout line or the makeup aisle. They bear the initials “EOS” on the labels and on the bottom of the pods. How did this startup become such a popular product?
The company – Evolution of Smooth, or EOS for short – had a rather rough beginning. Since the pods are designed for female customers instead of male customers, some stores were hesitant to start selling EOS. Many of the initial meetings to get the product on the shelves were held with men. These people didn’t “get” the whole idea of a new chap stick since they were to be loyal for the years-old giants in the stores already.
It wasn’t until a female Walgreens representative met with founders Sanjiv Mehra, Johnathon Teller, and Craig Dubitsky (who left EOS before it was on the shelves to help another startup company) that EOS got a chance at stardom. She loved the little spheres of lip balm immediately, and opened an account with them. https://www.fastcompany.com/3063333/startup-report/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick.
From there, it was all up to the advertising. Instead of simply relying on the same old kind of advertising that the giants had gotten away with, EOS lip balm took their advertisements in a new direction. They still advertised in magazines like the giants, but they were marketing on Facebook towards Target millennial females – those who fall between 25 and 35 years old. This meant getting smart with other kind of advertisements. Before the company could become a real competitor, they had to get involved with actresses and celebrities that millennial would know. Miley Cyrus and Taylor Swift – among others – would whip EOS pods out of their makeup bags and speak for the company in various countries.
Today, they outsell other companies known for chapsticks.