For seven years now, pastel-colored orbs known as EOS lip balm (Evolution of Smooth) have been doing rounds everywhere. They have taken over shelves at Walmart, Walgreens, eBay and Target. “Cosmo and Allure” Beauty editors have adored the stuff, and have gone wild about flavors such as grapefruit and honeydew. And then Kim Kardashian, Miley Cyrus, and Christina Aguilera, were spotted picking EOS balls from their makeup kits.
EOS products are displayed all over fashion and beauty magazines and publications, but the founders of the company are yet to speak about their trade strategy. During an interview, Fast Company talked about how they built a 250 million USD company that, according to research and consulting firm Kline, has become the 2nd best lip balm selling company, after the Burt’s Bees. It outpaces some old companies such as Blistex and Chapstick.
Kline Research claims that EOS lip balm has solely driven improvement in the category of oral care. Currently, it sells more than 1 million orbs weekly, and the future forecast looks promising, considering that the global market for lip care is predicted to rise steadily to 2 billion USD by 2020, compelled by the need for natural, organic products, and that is EOS’s distinctive feature.
From the start, Teller and Mehra, the founders of Fast Company, focused on developing an compassionate connection with their clients, instead of being simply an additional commodity, and that is what led to the tagline, “a lip balm that makes you smile.”
They used the best ingredients that the world could offer to create a new, innovative product, one that would compete with market dominated brands such as Pfizer’s Chapstick, and Clorox’s Burt’s Bees.
Teller and Mehra, the founders of Fast Company, admits that getting into cosmetic stores was not a walk in the park. Mehra himself was conversant with the channels, so they hired a skilled sales representative to help them out. Today, Fast Company is probably the world’s best lip balm selling company. Visit the company’s website at evolutionofsmooth.com.
EOS FB Page: https://www.facebook.com/eos/