For far too long, there has been lip care drought. There have always been the few options of Chapstick in a tube, and although they were affective, they just weren’t very fun or exciting. But seven years ago, EOS lip balm was born, shattering the whole lip care world as we know it.
These pastel-colored orbs filed with their tantalizing flavors, had a slow and difficult start, but they began to get noticed from beauty bloggers to celebrities and are now found in Walmart, Target, and Walgreens. EOS stand for the Evolution of Smooth and has really driving growth in the oral care market. EOS is expected to increase to $2 billion in sales by the year 2020 and is already a $250 million dollar company that moves over a million units every week.
EOS has partnered with Keds to come up with a matching lip balm, and they even came out with a limited-edition holiday collection with Disney. It doesn’t stop there, though-EOS even has a big following on social media and just a new flavor of EOS can snag over 40,000 likes. EOS has a huge following on Instagram and Facebook and is only growing in popularity. EOS relied on television and magazine marketing, but influencer marketing was an effective way to reach their specific demographic.
Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky (who later left to manage another oral care company known as Hello Products) teamed up to create a product that was specifically for women’s needs and that’s how the orb came to be. They decided to target millennial women between the ages of 25 to 35 and in just seven short years, the EOS orb has become a household product. EOS is continuing to come out with new and exciting products and the future is bright.