In an exclusive interview with Fast Company, the founders of Evolution of Smooth (EOS) answer questions about their secrets to success with their wildly popular EOS lip balm line.
Before now, the company has been mostly quiet on the subject of their success and their techniques for achieving such a high level of it in such a short period of time.
Nowadays, practically everyone is familiar with EOS. The brightly colored lip balms are featured everywhere from Instagram to celebrities’ handbags. But seven years ago, EOS was merely an idea in the minds of the company’s founders.
How, then, did EOS become the number two best-selling lip balm? (EOS lip balm is only surpassed by Burt’s Bees.)
Knowing that the major purchasers and users of their intended product were not being focused on, EOS dedicated themselves to connecting with women (specifically millennial women) by utilizing various channels, such as social media and blogs.
This was only a single part of the company‘s strategy, though. The other major angle they wanted to work lies in the design of their product. Lip balm has been packaged and sold in much the same way for more than a century.
So they set out to design a product that would engage all five senses and, at the same time, wasn’t gimmicky. And thus the iconic EOS lip balm orbs were born. https://well.ca/brand/eos-evolution-of-smooth.html
Read more about EOS and their success story over at Fast Company.