New Jersey native Anthony Petrello has always been very successful. In high school he was a superior math student. His great grades and talent for math helped him get a scholarship to Yale.
While their he studied under Serge Lang, a well known and internationally respected mathematician. After earning his BS and MS degrees, Petrello then enrolled at Harvard Law School and earned his law degree. After passing the New York bar exam, he accepted a position with top New York law firm Baker & McKenzie. Petrello’s work was so good he was made managing director of the firm.
A short time later one of the law firm’s biggest clients offered him a job. That company was Houston, Texas based oil and gas drilling company Nabors Industries Limited. In 1991 Anthony Petrello left Baker & McKenzie and was hired as Nabors Industries’ president and COO. A talented executive, Petrello was promoted to Chief Executive Officer, then deputy chairman and finally chairman of the board. In 2015 Petrello was paid $68.2 million. He was the highest paid chief executive in the United States. He had also married to soap-opera star Cynthia Carrafa.
Things changed when Petello’s daughter Carena was born prematurely and diagnosed with cerebral palsy. To help improve the life of his daughter and other children like her, he gave Texas Children’s Hospital to help start the Jan and Dan Duncan Neurological Research Institute. Along with his work at Nabors Industries, Petrello is now director of Texas Children’s Hospital Inc.
Everyone has seen the little round pods of lip balm in the check-out line of Target supermarket or the makeup aisle. They bear the initials “EOS” on the labels and on the bottom of the pods. How did this startup become such a popular product?
The company – Evolution of Smooth, or EOS for short – had a rather rough beginning. Since the pods are designed for female customers instead of male customers, some stores were hesitant to start selling EOS lip balm. Many of the initial meetings to get the product on the shelves were held with men. These people didn’t “get” the whole idea of a new chap stick since they were to be loyal for the years-old giants in the stores already.
It wasn’t until a female Walgreens representative met with founders Sanjiv Mehra, Jonathon Teller, and Craig Dubitsky (who left EOS before it was on the shelves to help another startup company) that EOS got a chance at stardom. She loved the little spheres of lip balm immediately, and opened an account with them.
From there, it was all up to the advertising. Instead of simply relying on the same old kind of advertising that the giants had gotten away with, EOS took their advertisements in a new direction. They still advertised in magazines like the giants, but they were marketing towards millennial females – those who fall between 25 and 35 years old. This meant getting smart with other kind of advertisements. Before the company could become a real competitor, they had to get involved with actresses and celebrities that millennial would know. Miley Cyrus and Taylor Swift – among others – would whip EOS pods out of their make-up bags and speak for the company in various countries.
Today, they outsell other companies known for chapsticks.
For more info, please visit Evolutionofsmooth.ca.
Order EOS lip balm here: https://www.amazon.com/Organic-Smooth-Strawberry-Passion-Honeydew/dp/B009QTDYYA
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