A decade ago, lip balm was a basic commodity item, and purchasing it was more about cost than cool. Big brands like Chapstick and Blistex competed with cost-cutting measures and other efficiencies. None of them saw the new kid on the block, EOS lip balm, becoming the powerhouse it is today. In a recent Fast Company article on EOS’s secret to success, The Untold Story of How Lip Balm Upstart EOS Outdid Chapstick, EOS founders talk about how customer engagement and focus on improving the lip balm experience set them apart from the rest of the market.
While the other competitors only looked for cheaper paths to the same formula, EOS saw an opportunity to innovate. They took the time to find out what the customer wants in a lip balm. They focused on the emerging market of millennials looking for something different to add to their beauty routine. They took advantage of the new mediums available over Facebook and other social media sites, online beauty blogs, and popular internet channels. EOS redefined what the lip balm was and made it cool. And now, their products can be found in Target and Walmart stores, and their customer engagement and innovation has been rewarded, making them the 2nd Best-Selling lip balm in the U.S.
For more information, visit evolutionofsmooth.com.
Online Link: http://www.ulta.com/brand/eos