Overtaking Chapstick in recent market surveys, Evolution of Smooth, or EOS for short, has a lip balm product that is more popular than several brands that have been around much longer. Having been seen on the lips of starlets and fashion trend-setters: like Kim Kardashian, Miley Cyrus, and Christina Aguilera. The company has made a point of using flashy ads and product placement to get noticed in the most popular fashion magazines, and their Co-Founder claims their silent but swift approach was the plan all along. https://www.facebook.com/eos/
“Not necessarily building up information about it was something quite deliberate on our part,” said Sanjiv Mehra, managing partner of the company, for a recent article in Fast Company. “As we’ve grown, we believe that it is important for consumers to know a little bit more about the business we are and the values we stand for.”
Those values show up in their products. For one thing, EOS is well known for sourcing organic and natural ingredients whenever possible. This approach, as well as a general company philosophy of sustainability, has gained them a large following among younger people. Those are very often the target demographic, especially for Racked beauty products.
Also, EOS lip balm has a far wider range of colors and flavors than most other brands, especially Chapstick, the former number two company. The colorful, pastel nature of their packaging really attracts those younger eyes. Getting floor displays in Walgreen’s across the nation in 2007 did not hurt them either.
The story of EOS shows that a good product, brought to market in a smart, well thought out fashion, can still get a company past the older, bigger guys. EOS has done that with Chapstick, to the tune of $250 million.