The founders of the Evolution of Smooth have been reluctant to talk about their business strategies in the past. During their growth from a startup to a multi-million dollar company, EOS decided to remain focused on their business instead of talking about it. The partners who have successfully revolutionized an archaic industry broke their silence for the first time when they spoke with Fast Company. In this interview, EOS revealed the different strategies that helped them to become a top contender in a seemingly stagnant market.
The lip balm industry had remained relatively stagnant for years. The main competitors within the market were left uncontested and had done little in the way of creativity or innovation. EOS lip balm saw this environment as the perfect opportunity to launch a new company. Taking advantage of the stagnation to which the other companies had been fallen victims, EOS decided to launch an exciting and innovative line of lip balm. After a close examination of the lip balm customer base, EOS founders Sanjiv Mehra and Jonathan Teller decided to aim their new product directly at women.
EOS wanted to design a product that was appealing to all five senses. They wanted to create an experience, not just another meaningless product. For the shape, Mehra and Teller brought in a clay artist to create some sample molds. A spherical, orb design was eventually chosen for its sleek design and ease of use. The next step was to create an extensive line of colors and flavors (https://www.walmart.com/ip/Eos-Sweet-Mint-Lip-Balm-0.25-oz/15136069). The designing was so intricate that even the clicking of the cap was ensured to be appealing to the ears. After the designs were complete, EOS began to stock the shelves of retailers such as Racked, Walgreens, Walmart, Ulta and Target. After major success in these stores, EOS began to use targeting advertisement to reach their demographic.
For more information, visit the Evolution of Smooth company website.