Category Archives: Branding

EOS and Its Growth Story from a Startup to an Industry Leader in the Lip Balm Industry

For more than a century, the lipstick industry was ruled by Chapstick which was coming either with active ingredients or tasteless original flavors in cylindrical tubes. The other players in the sector were also not interested in making any innovation to the products, and the products were indistinguishable. Also, all these products were focused on cutting the costs to compete with price rather than quality or diversity. Almost a decade ago, Sanjiv Mehra, the co-founder of EOS, noted that people were simply applying the lipsticks and were not found to be enjoying it. With that insight, he and others founded the startup firm Evolution of Smooth or EOS in 2010 to give tailor-made experience to the customers.


The brand decided to come out of the cylindrical tube which was a trademark for the industry until then and introduced in orbs, reports Fast Company. Additionally, the founders went for an innovation of satisfying all the five senses including color, smell, taste, etc. Though the ingredients of the lip balm were based on organic products, it was still priced at around $3, similar to other lipsticks available in the market. To emotionally make a connection with the product, they introduced a tagline “The lip balm that makes you smile.” Fantastic video here.



Marketing EOS Lip Balm

While coming to marketing, they carefully created the product aiming women, and Target and Walmart decided to sell the product. In the meantime, the founders also set up a production facility to ensure consistent supply to the market. Targeting millennials were the next big task, and Mehra and the team went for influence marketing by focusing beauty bloggers who promoted the products through their channels. Also, the brand endorsed the programs and music videos of Britney Spears, Miley Cyrus, and more. It also created a significant social media presence. At last, it also partnered with other brands and offered diverse products like Alice in Wonderland collection by working with Disney. It has really paid off, and currently, the brand is selling more than one million units a week.


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