Seven years ago only shoppers who frequented Walgreens were wondering what these little pods of color were called. Today the products are also being sold on Target and Ulta. EOS lip balm is an instantly recognizable object and everyone finally knows what it is. EOS can be found in almost every female millennial’s bathroom sink drawer, makeup vanity, or purse. It has steadily replaced Chapstick, Blistex, and all other lip balm products as the product of choice.
Where did this all begin? How, in 7 short years, did this startup end up beating out long time brands like Chapstick and Blistex? The answer lies in the genius marketing, product design and strategic moves made by the 3 founders, 2 of whom are still running the company. Craig Dubitsky, now running another oral care brand of his own, Sanjiv Mehra, and Jonathan Teller decided that they could do more in the lip care market. They found the product offering to be stagnant and lacking, and they knew they could shake it up.
Mehra used his background in big brand packaging while Teller and Dubitsky were right aside him with their startup expertise. The spherical package design was an ingenious creative solution to women’s aversion to putting their fingers into a pot of lip balm for messy application. It seemed unhygienic to be putting their possibly germ ridden fingers right on their lips several times a day.
The spherical shape conforms to the shape of the mouth for easy application, and the spherical packaging looks modern, new, and fresh. The perfect addition to any beauty routine. All of the beauty bloggers knew about it and EOS lip balm marketed their product that way. A few beauty YouTube broadcasts reached hundreds of thousands of viewers right in their niche market, and celebrities were able to reach a broader crowd of future and now permanent customers.