EOS lip balms are as much of a staple in the beauty aisle as eyeliner. However, this was not always the case. Sanjiv Mehra, cofounder of EOS, and his team had set their sights on the lip balm industry after interviewing the public and doing market research.
Mehra found that women were the primary consumers of lip balm and had some qualms about the traditional balms that were available to them. Many complained of losing the tubes in their purses, and actually preferred the pot shaped balms that were available but felt that using their fingers to get the balm out of the pots was unsanitary.
EOS set out to make a product that was not only breaking the mold of the traditional tube balms, but was high quality and added a pleasant experience to the act of putting on balm. In order to do this, EOS focused on how their products would engage all five senses, not just taste and feel on the lips. They use organic ingredients and the slogan “The lip balm to make you smile” to garner a more emotional connection from their consumers.
Jonathan Teller and Mehra knew that part of the way they were going to be able to make a name with their huge competitors already filling in store shelves of Walmart was to keep as much of the production in house as possible and not rely on third parties. With this motivation, they proceeded to have machinists build their factory and make it almost completely automated, allowing EOS to pump out product faster.
Taking a different perspective on the lip balm industry, Teller and Mehra have made a huge name for themselves with EOS. EOS is currently second sales only losing out to Burt’s Bees. Focusing on the consumer and having product readily available has helped EOS find a permanent space on Target and drug store shelves.
Original article here: (https://www.fastcompany.com/3063333/startup-report/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick)
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