EOS has substantially changed the lip balm market. Now you can choose from numerous tantalizing flavors instead of the usual tubes of original, mint or cherry lip balms. EOS, which stands for the Evolution of Smooth, is an organic and natural lip balm that comes in a fun pastel-colored orb that will put a smile on your face every time you use it. Plus it’s easy to fish out of your bag, thanks to its unique shape. EOS is a $250 million dollar company that has become the second best-selling lip balm after Burt’s Bees. EOS currently sells over 1 million units each week and is projected to increase to a whopping $2 billion by the year 2020.
In an interview by Fast Company, Sanjiv Mehra, EOS cofounder and managing partner, Jonathan Teller, and Craig Dubitsky(who left EOS before its launch) wanted EOS to stand out from all the other products on the market. Through research, they found that lip care was primarily used by women, and so they geared their product toward Millennial women between the ages of 25 to 35. EOS lip balm is a pleasurable product made for women that is meant to last a long time and is not just some crazy new product in Racked drug stores.
EOS has really grown in popularity and now has a large social following with nearly 7 million followers on Facebook (https://www.facebook.com/eos/) and more than 1.8 million followers on Instagram.
EOS has even teamed up with Keds and has worked with a limited-edition holiday collection with Rachael Roy. EOS also created an Alice in Wonderland collection with Disney that sold out in just days.
EOS has really grown into the oral care market and is constantly coming up with new and innovative products in addition to its shaving creams and hand lotions and of course, its well-known orb.