The founders of Evolution of Smooth, or EOS as they are more commonly known, have revealed information about the success of their company in an exclusive Fast Company interview.
Previously, the company had been mostly mum when it comes to their success and the methods they used to achieve that success, but they have recently discussed that success and divulged a few of their secrets with the world.
Almost everyone has a passing familiarity with the pastel-colored orbs of lip balm, but most people probably don’t know how EOS came to be or how exactly they became one of the dominating brands in the lip balm industry.
Lip balm has remained nearly unchanged for over a century. Since its inception, it has been sold to consumers in the same little sticks that come packaged with an almost clinical feel. Marketed to both sexes, lip balm has no target demographic – a fact EOS would come to exploit.
While lip balm companies typically don’t target a demographic, it is women who are the typical purchasers and users of lip balm. This allowed EOS to insert themselves into the market as a product specifically for women, and in EOS’ case, especially millennial women. EOS made its way on stores such as Racked, Walmart and even Ulta.
By utilizing multiple avenues of brand recognition, EOS built a following among its target consumers. Engaging with women through social media, such as Instagram, and through bloggers, EOS reached out and made connections with the people who were already purchasing lip balm.
But a target demographic is only one facet of their continued success. The iconic design of EOS is another critical piece to the puzzle. Every aspect of the EOS lip balm design was carefully chosen to craft a unique product that engages all five of the senses.