Rethinking The Tube-The evolution of lip care

For years the only solution to care for chapped lips was a tube of lip balm. It was an effective and reliable product that many used for lips and swore by. It wasn’t until fairly recently that technology and material processes made it possible to change both the delivery process and the shape of the product.

The changes in technology and the way that particularly women used lip balm triggered the thought that lip balm didn’t have to come in a tube form. In fact there could be some experimentation with different shapes and formulas. The catalyst for making the change away from the tube was the complaints of many women that wanted something different. For the founders of EOS lip balm, Sanjiv Mehra and Jonathan Teller the opportunity to address that need for change arose after they reached out to discuss how they could market their lip balm differently than other companies.

The discovery that women wanted a lip balm that would go on smoothly and be compact enough to fit in their purse was one of the first reasons to change the shape. Many women surveyed during the initial phase liked the idea of pots but didn’t like getting their fingers dirty. The artists and designers they hired put their heads together about what shape would be the most fun and easy to use.

Engagement would be a key ingredient in any change to the shape and texture of the lip balm. Engaging the five senses would be a tricky proposition. Mehra wanted women especially to have a strong connection with EOS lip balm and a sense of delight every time they used the product. The sphere shape that was decided on proved in test markets to be the shape most women connected with and would use for a long time.

Today, EOS lip balm products are seen on the shelves of major retails stores such as Target, Walmart and Costco.