Lip care will be a $2 billion market by 2020. The surge in the market category can be attributed to one leader in the marketplace, EOS. Evolution of Smooth, EOS, was founded by Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky. Although Dubitsky left the company before it revolutionized the industry, the founders were able to reimagine lip balm from just a stick of Chapstick. Teller and Mehra sat down with Fast Company to explain how the organic and natural products became the most desired line in lip care.
Focus on Your Product and Not the Founders
Many companies want to begin by telling the founders’ stories and build momentum there. EOS lip balm took a different path. The company has thrived for seven years and only now they are sharing their story. Mehra said, “Not necessarily building up information about it (the company and its business strategy) was something quite deliberate on our part.” All of their attention was placed on the product and finding it a home in stores.
The Revolution of Senses
Chapstick was created as a means to an end. The active ingredients were prominent on the labels and touted what they could heal. EOS, https://lipbalmcompany.com/products/eos-lip-balm
, on the other hand, was an experience. The case is smooth and velvety to the touch and also is brightly colored to easily find. The smell is unique and refreshing. Flavors are new and fresh. The case pops with a sound when you are done. All of the senses of the customers are engaged through Facebook, which places the customer’s joy first.
If you are going to outdo Blistex and Chapstick in lip care, you need to focus on joy. If you don’t believe it, there is $250 million behind the phrase “The lip balm that makes you smile.” that can prove otherwise. Visit the website; evolutionofsmooth.com.