When Chapstick comes out with a new flavor, a few consumers might notice, if they happen to be shopping for a lip balm that day, however, when EOS (https://evolutionofsmooth.ca/) introduces a new flavor of lip balm, it receives tens of thousands of likes on Facebook. Fast Company recently spoke to the founders of Evolution of Smooth, EOS’s full name, to understands how their startup managed to garner so much attention.
Lip balm was a rather boring item before EOS lip balm, but the startup’s founders saw this as an opportunity to make a splash, even though they were competing with Blistex and Burt’s Bees, well-known brands manufactured by major corporations. They knew that their product had to be unique, without appearing like a fad, so they concentrated on the orb shape, which was convenient to hold. Next, they developed new flavors and colors, which made the EOS brand stand out from Chapstick and Blistex’s medicinal flavors and packaging. Finally, they had a product that would appeal to young women, however, they needed to get their product on store shelves.
Securing a spot on a shelf in a major chain is not easy for new companies. It took a female buyer from Walgreens to see EOS’ potential. Once Walgreens began selling EOS, Target and Walmart followed, they stocked the brand as well. In order to meet the new orders, EOS’ founders developed their own automated manufacturing facility to keep up with the demand.
Today, drug store shelves are stocked with imitators, using the same orb-shaped packaging for their lip balm; nevertheless, EOS remains affordable (http://www.ebay.com/bhp/eos-lip-balm) so it is easy for consumers to buy the original. For more info, visit the EOS Facebook page.