Lip balm has traditionally been known as the cylindrical tube that we all reach for, for relief of our chapped lips and if you are feeling wild, you can get it in cherry or mint flavor.
However, seven years ago, EOS was born-a pastel-colored orb that made its way into Walmart, Walgreens, and even Target. EOS, which stands for Evolution of Smooth, has become the second best-selling lip balm in the country, after Burt’s Bees.
EOS is currently selling over 1 million units each week and is projected to increase to $2 billion by 2020-thanks to the demand for organic and natural products, which is a specialty of EOS. Sanjiv Mehra, EOS cofounder and managing partner of EOS wanted to create a product that was fun to use and stood out from the rest of the products out there already dominating the oral care market. So, that’s exactly what he did, along with Johnathan Teller and Craig Dubitsky. EOS has become “the lip balm that makes you smile.”
Although it was a challenge to get EOS lip balm into stores, Mehra and Tellar were lucky to get a meeting with a female buyer at Walgreens who loved the product. Target and Walmart decided to sell their product, as well.
Millennial women between the ages of 25 to 35 became the market for EOS and there is a large social media following that includes more than 1.8 million followers on Instagram, and almost 7 million followers on Facebook. Just one photo of a new EOS flavor can bring in over 40,000 likes. Eos has even collaborated with well-known brands like Keds.
EOS has grown into a popular brand with many fun and exciting flavors. Mehra and Teller believe that their unique backgrounds and work experience have gone a long way to helping them.
For more info, visit evolutionofsmooth.com.