How a Start Up Took Over an Untapped Market

If someone were to ask you to name a brand of lip-balm, one-hundred bucks says you’d reply with Chapstick. If I lose that bet, don’t worry, I’ll make my money back by asking the next person to come along. The lip-balm business just isn’t one with a lot of competitors on a world-wide level. The landscape of the business has been as flat as Kansas planes for probably longer than anyone reading this has been alive. For years Chapstick, Blistex and Burt’s Bees has dominated in the business of making sure you have comfortable lips.

However, in recent years all of that has changed. Imagine if those Kansas planes we mentioned earlier suddenly turned into the Colorado Mountains, it’s just that big of a change.

The Evolution of Smooth, or EOS for short, started as nothing but a small start-up. In only a few short years it became the number 2 most bought brand of lip-balm. How did such a small Lip balm company become a juggernaut in an industry that few people even think about?

The first thing you’ll notice when you pick up EOS lip-balm from Walmart is that the tube is gone. EOS comes in a sphere that can be popped open instead. Jonathan Teller, one of the leaders of the Evolution of Smooth claimed that his competitors were just being lazy with their design. He says it made lip-balm indistinguishable.

Besides the obvious change in the container, EOS lip balm marketed towards millennials, specifically women between 25-35, advertising on YouTube, Facebook and other social media websites. The EOS campaign has been so strong, copycats from other brands have emerged, but that isn’t hurting EOS’s sales. The company can still boast over a million lip balms a week being sold.

http://www.ulta.com/brand/eos

http://www.racked.com/2014/10/31/7571165/eos-lip-balm

 

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