When people started noticing celebrities such as Kim Kardashian, Nina Dobrev, Miley Cyrus and even Christina Aguilera spotting a ball of EOS lip balm out of their bags, they knew that something special was trending in the lip care world. What started as the dream of two men, Sanjiv Mehra and Jonathan Teller to change up the outlook of the gloss aisle in the drug store became an evolution that saw their products surpass market veterans such as Pfizer’s Chapstick and Burt’s bees and become a global success. But the process wasn’t easy.
The first step was to come up with a product that did more than just become another wacky addition to the beauty section of the drug store. To make this happen, they had to create a product that engaged the five senses. This is how the spherical pots of balms that smelled like heaven, had amazing flavors and were still made from the organic products came into being.
The second challenge that the manufacturer faced after the design and production was how to market the product. Pretty soon, stores like Walmart and Target were spotting the delicious and colorful balls of balm on their shelves.
The third front of the campaign was to get the millenials to buy the product. The team decided that the best way to make it happen was to get celebrities such as Miley, Taylor Swift and Demi Lovato to advertise the products on Instagram and Facebook. This worked really well and the product page got 1.3million Instagram followers and 17 million on Facebook. And just like that, a viral and wildly popular brand had been created.
There have been minor setbacks, like the class action suit that was brought against EOS at the start of the year. The lip balm company settled out of court and didn’t have to change their product ingredients. The products currently sell a million units per week and are getting even more popular.