It has been seven years since the “new kid’ in lip balm, namely EOS, began inching the granddaddy of lip protection, Chapstick, and its closest rival, Blistex, slowly towards the edge of the retail shelves these cylindrical lubricants share. By marketing this revolution in lip protection in chief retailers, namely major food and drug outlets Walgreen’s, Amazon, Walmart and Target, the company EOS, (Evolution of Smooth) began their high profile campaign.
Consumers quickly took notice of the bright colored oval shaped packaging with a fresh unusual flavored whipped taste, as opposed to the usual ‘clinical tube and tasteless lube.’ From there, writers at Cosmopolitan and Allure, as well as high profile celebrities began to praise the revolution of EOS lip balm by touting the refreshing opportunity to treat your lips with “go wild” flavors like honeydew, grapefruit, sweet mint, pomegranate raspberry, and other delicious inspirations to beat the doldrums of the usual cherry or mint flavored alternatives. With this type of marketing, EOS now out sales both Chapstick and Blistex and is quickly closing the gap with Burt’s Bees.
EOS co-founder and managing partner, Sanjiv Mehra, is behind this Herculean effort which has already exceeded the Goliath’s in the industry; causing a large growth in the demand for natural and organic products in all aspects of personal grooming. No less an authority than Kline Research and Management, one of the largest industry research and consultation firms, has gone on record saying that EOS lip balm: https://evolutionofsmooth.ca/lip-balm.html, has caused the oral care industry to grow more than it has in decades.
With sells of over 1 million units per week, projections are expected to increase by $2 billion within three years; that’s remarkable for a company whose humble beginnings started with an idea for a new whipped oval shaped lip balm with extraordinarily new and freshly natural flavors.