When the company of EOS entered the business of makeup and wellness, the market was already saturated with softening products such as chapsticks and other lip balms. There was close to no variety when EOS took up the challenge of making a revolution in the market for soothing lip products.
EOS stands for Evolution of Smooth and the founders are Mr Sanjiv Mehra and Mr Jonathan teller. They talked in an exclusive interview by Fast Company about the first steps of EOS towards their success today. Back when the company was starting up, the most adventurous a lip balm could get was to have a mint or cherry flavor instead of the usual medicinal smelling product in a white plastic cylinder.
The company of EOS reached a net worth of $250 million because of their lip balm. It is hypoallergenic and gluten-free. The eye-catching factor comes from the presentation of the product – spheres in pastel colours. There were also tens of flavours when the product first came out. Today, there are more than a hundred flavours of the EOS lip balm, and the packaging comes in twice as many colour varieties.
According to research that was conducted seven years ago, lip balm was a part of a daily beauty regime for women, but they found nothing fun about applying it. The founder felt like something used on a daily basis should add a sense of enjoyment to the day. That was their reason behind the spherical packaging in fun colours.
The flavours could not stay the same after that. A different packaging for the same product felt like a mean thing to do. They did a major overhaul of the lip balm formula and infused it with vitamins to nourish the lips and with a wide range of fun flavours such as Strawberry sorbet, vanilla milk, summer fruit, and much more. For more info, visit the EOS Facebook page.