In the beginning lip balm was a real snooze fest. The purchase was limited to one flavor which was no flavor. In the early 70’s along came cherry, mint and a couple other flavors. We thought that was as exciting as it could get. Fast forward over three decades from the introduction of those flavors to today’s oversaturated lip balm market. Any grocer, pharmacy, or convenience store aisle teems with choices of flavors and applications. You even see a few different brands of lip balm at the local gas station.
Approximately 7 years ago these cute pastel spheres with the funny little name started showing the shelves. EOS didn’t look like the others at the time. Being distinguishable from the other lip balm brands made great marketing sense to EOS (Amazon). Celebrities were seen applying little orbs of lip balm to their lips and the public took notice. EOS is an acronym for the company name Evolution of Smooth, a far smaller name to fit on its container. EOS’s appeal isn’t limited to what’s on the outside. It’s what’s inside that blew the lip balm brands out of the water, selling over 1 million units per week. This made EOS second largest lip balm product, only to Burt’s Bees. On a global scale, researchers have projected sales of lip balm to top 2 Billion by 2020.
So what is on the inside? The research found that women were the biggest users of lip balm, especially among millennials. Unlike the previous thinking that lip balm was a unisex product. Women preferred the pods but didn’t like the fact they had to apply it with their fingers for hygienic purposes. EOS set out to create a natural formula in exotic flavors that would retain its shape when opened. This made EOS more appealing to women, a lip balm that would become a part of their daily beauty routine and on into their day. The rest is her-story.