EOS: The Slow Invasion

Lip balm has been a part of our daily routine since it’s inception over one hundred years ago. Since then the concept has gone through few revisions.

A stroll down any drug store beauty aisle would tell you all that you needed to know about the nature of lip balm, as your eye traveled past cylindrical tube after cylindrical tube, each labeled to within an inch of their life with active ingredients and brand names.

However, seven years ago a new company emerged to revolutionize the lackluster industry with a new design.

Slowly at first, and then seemingly all at once, we began to see curious brightly colored orbs.

EOS, or Evolution Of Smooth, began designing new, all natural lip balms which quickly caught on appearing in major retail stores. Today, the products can be seen on the shelves of popular stores such as Walmart and Target(http://www.target.com/p/eos-organic-lip-balm-sphere-summer-fruit/-/A-13352556). Websites Amazon and eBay sell EOS products too! Soon they were swept up by beauty editors at Cosmo and Allure, and where eventually spotted being used by celebrities such as Miley Cyrus, Christina Aguilera, and Kim Kardashian.

Since the company idea arose from a brainstorming session on how to shake up the drug store beauty aisle, the focus of EOS lip balm has always been innovation.

How do you create a product that is unique without it becoming a fad? How do you breathe creativity and excitement into an industry that largely operates under the idea that customers are creatures of habit who don’t want anything new?

With a combination of Mehra’s big business background, and Teller’s entrepreneurial background EOS lip balm struck the right formula.

Research revealed that women were the leading consumers of lip balm, EOS set out to create a product tailored to women that engage all five senses, with a package design that is comfortable in your hand, to exciting colors, flavors, and scents, to the satisfying click of the cap.

If you want to learn more about the phenomena, check out Fast Company’s article.