A lot more companies are choosing to market their products to the upcoming generation often referred to as millennials. This was the case when Evolution of Smooth decided to reinvent the lip balm. The team behind this company took a look at what areas of industry might be ripe for improvement when they noticed that the lip balm products available in the oral care industry had not been changed since their inception. In fact, with Chapstick as the primary manufacturer there was very little competition in this field. In an online article by Fast Company the founders of EOS lip balm discuss the strategies they used to propel their unknown company into the spotlight.
Creating the Right Product
Co-founder Sanjiv Mehra is quick to let people know their company did not start out by using a lot of advertising. Instead the team at EOS lip balm decided to focus on the aspects of creation and distribution. This strategy proved to be just what the market needed to get their product noticed. Part of the success of their lip balm lies in the organic ingredients used to make them.
As a company that currently sells more than a million lip balms a week, the strategy to focus on women as their audience of choice has definitely paid off. The small spherical design of the container was meant to appeal to woman’s sense of fashion. The containers( see, https://evolutionofsmooth.com/lip-balm/smooth-spheres.html.) as well as the balms themselves, come in a variety of colors and flavors to delight and engage all of the senses. Once the lip balms made it onto the shelves of major stores and online on Amazon and eBay, they were quickly picked up by celebrities who further rocketed the company into success.