Evolution of Smooth, or EOS as most people call them, have been notably quiet about their business strategy and techniques, but now, in this exclusive Fast Company interview, they have revealed some of the information about their success in the lip balm industry.
EOS (https://evolutionofsmooth.ca/ ) appeared on the scene less than a decade ago, but in that short amount of time, they have climbed nearly to the top of the market. Second only to Burt’s Bees, EOS moves over one million units per week and predictions expect growth to continue into the future.
But what exactly did EOS do to make them so successful?
Their approach was multifaceted and key parts include: a target demographic, a unique and engaging design, and targeting the weak parts of their market.
The lip balm industry is over a century old, but in that time lip balm has changed very little. The methods of selling and marketing it have remained essentially unchanged. Lip balm is typically sold in small tubes with a unisex and almost clinical feel to it, i.e., Chapstick or Blistex.
But lip balm is primarily purchased and used by women, so EOS based their demographic (millennial women) around that knowledge and set out to design a product that could be different than what was available on the market.
And that’s how the idea of the very recognizable EOS lip balm came to be. With its smooth and unique orb shape, its lack of markings on the package, and its fun smells and flavors, EOS lip balm is certainly set apart from the typical lip balm.