Until the early 2000s, the lip balm market seemed invincible. If your lips were dry and cracking, staring right back at you from every checkout line in any store was the cure: a cylindrical tube lined up in a variety of flavors waiting to be chosen. In 2007, an innovate sphere began appearing right next to those artificially flavored tubes consumers apathetically purchased. The organic, innovate and alluring design of EOS has created ripples in the monotonous industry of lip balm.
It’s not easy for creatures of habit to embrace the unfamiliar, and so Sanjiv Mehra, cofounder and managing director of EOS lip balm, partnered with Jonathan Teller and Craig Dubitsky. Mehra had worked in consumer package-goods for companies like PepsiCo and Unilever, while Teller and Dubitsky spent time in startup incubators prior to the EOS venture. Together these entrepreneurs put their heads together to find a design that would catch the eye of consumers. They developed a lip balm that appealed to all five senses: the soft texture of the small globe, the smell of each balm, the pastel colors, the organic flavors, and even the clicking sound when it closes. Not to mention, the ingredients are organic.
According to evolutionofsmooth.ca, they used an entrepreneurial mindset and big-company discipline to give competitors like Burt’s Bees and Chapstick a run for their money. EOS started out quiet, but not too long after they landed on the shelf at Walgreens, EOS made a huge splash in the lip balm industry. With 1.7 million followers on Instagram, 7 million likes on Facebook, and celebrities like Britney Spears, Taylor Swift and Miley Cyrus endorsing the product, it’s no wonder why such a fabulous little sphere has changed the way consumers thought about lip balm.
Check out https://evolutionofsmooth.ca/ today!