EOS, Evolution of Smooth emerged into store shelves seven years ago and changes the lip balm industry. Selling at big chain stores like Walgreens, Well, Target and Walmart, EOS reaches everyday shoppers as well as reaching celebrities such as Christina Aguilera and Kim Kardashian. EOS now sells over one million lip balms a week becoming the second leading lip balm in the United States. Sanjiv Mehra joined forces with Jonathan Teller and Craig Dubitsky to change the making and distribution of lip balm.
Tailored toward women, Mehra, Teller and Dubitsky worked with clay artists to redesign the long slender shape of traditional lip balm. Repackaging lip balm into a soft circular shape with a variety of different colors, it appeals to all five senses of consumers. EOS lip balm also provides beauty shoppers with different smells and flavors (https://www.amazon.com/Organic-Smooth-Strawberry-Passion-Honeydew/dp/B009QTDYYA) while still using organic ingredients. Competing with larger lip balm companies like Chapstick and Burt’s Bees, the startup company created a production facility to meet growing product demand.
To target millennial women between 25 and 35, EOS creators went beyond conventional marketing of magazine and television ads. EOS reached out to beauty bloggers to review the lip balm on Facebook, Instagram and YouTube. To further drive product sales EOS placed endorsements in millennial celebrity music video’s and concert tours. In seven years EOS lip balm became a household name that’s partnered with Keds shoes and created limited edition lip balm collections with Rachael Roy. Continuing to revolutionize the beauty aisle EOS created shaving creams and hand lotions.