There is a new sensation in lip balms that has present a challenge to the original brands of Blistex and Chapstick. These two balms have lead the industry for over a half a century, but a decade ago, Mahre and Teller, two successful entrepreneurs, founded the Evolution of Smooth or EOS for short. They imagined a new, fresh organic lip balm in 14 natural flavors that would be fun and exciting for females to wear.
This lip balm would not be boring but would be enticing to all of the five senses while keeping lips smooth and sensual. They planned to package this balm in a circular pastel-colored container to match the flavor. EOS would be fresh and appealing to all the senses, and the founders planned to retail it for $3, which would be totally market-friendly.
They have turned their attention to millennial females aged 25-35 who appreciate all of the unique features that makes up EOS. Seven years ago, EOS began showing up in Walmart, Walgreens and Target, and on full-page ads in magazines like Allure and Cosmo.
On the fast-paced track, EOS quickly became worth $240 million worldwide in 2015 and was second in lip balms only to Burt’s Bees. Hollywood celebrities, like Miley Cyrus, Christina Aguilera, and Kim Kardashian and more were now fans with their own fav flavor. Females from all areas of life have discovered the multi-colored orbs of smooth lip balms in flavors like honey and grapefruit.
Mehre now prefers associating EOS lip balm balms to an emotional connection with the customer, so EOS is not just another product. “The lip balm that makes you smile” seems to fit well.