It isn’t often that women get find a product at Walgreens that Allure’s beauty editors recommend for about three dollars on Amazon, however, EOS lip balm is such a product. Building enthusiasm among younger women for EOS is part of the founder’s strategy, which is why you also see Kim Kardashian and Miley Cyrus using the recognizable lip balm. Breaking into an oversaturated market and Target the millennial generation was thanks to a deliberate effort by EOS lip balm co-founders Sanjiv Mehra, Jonathan Teller and Craig Dubitsky.
In a Fast Company interview, Mehra talks about their strategy for taking on Burt’s Bees, Chapstick and Blistex and why they decided to target women, not men. Every other major brand assumed lip balm was a unisex product, however, the EOS founders discovered that women used it as part of their daily beauty routine, while men only used lip balm occasionally. If they made a fun product that made women smile when they applied it, the founders knew that they would have a superior product.
The orb shape, the fun flavors and the pastel colors appealed to millennial women, nevertheless, the company found it hard to get their product into stores, https://www.costco.ca/eos%C3%A2%E2%80%9E%C2%A2-Lip-Balm-6-pack.product.100322342.html. Burt’s Bees made it in easily since Clorox owns the company, but the EOS founders had to wait until a female buyer decided to take a chance on their product. After creating an influencer marketing campaign by courting beauty bloggers and scoring product placements with celebrities, EOS became the second best-selling lip balm on the market today. For more information, visit the company’s website at evolutionofsmooth.ca.