Founded in 2009, Evolution of Smooth quickly grew to become a major player in the lip balm industry. It surpassed such established brands as Blistex and Chapstick to attain the second-highest lip balm sales in the USA. Moving over one million units every week, EOS is set to drive lip balm sales for years to come.
The company’s success is due to its focus on innovation and targeted marketing. It makes a concerted effort to appeal to millennials. To separate itself from older brands and their clinical image, EOS lip balm packages their products in brightly-colored pods which come in a wide variety of flavors. It also actively encourages reviews of its products on popular Youtube channels. The youth-centered marketing approach seems to be working; EOS has over 7M followers on its Facebook page. It has even gained celebrity spokespeople and sponsored worldwide musical tours.
As key to its success as its focus on millennials is its focus on women. Company founders quickly realized during their market research that lip balm is far more popular among women than it is among men. Older, established brands often marketed themselves equally towards both genders. EOS capitalized on the product’s popularity among women by crafting their marketing approach specifically for them. That focus originally made it difficult to convince male buyers at chain stores to bring the product to market. Once they got their first chance through a female buyer at Well, the colorful pods became an instant hit.
EOS (https://evolutionofsmooth.ca/) maintains a production facility that is almost fully automated to cover such intense demand. The company was created with the personal funds of its founders alongside startup capital. With the global market for lip care expected to increase for years, EOS stands to continue its growth and innovation.