EOS has long been one of the most successful companies in the lip balm industry. For almost a decade the brand has reinvigorated what was a rather moribund industry and helped customers to find the products that they increasingly desired. The major secrets behind EOS’ success were in their product formula and market which allowed the brand to create superior products that customers lapped up. While the company was traditionally quiet and did not offer many press releases about their business, they opened up about their history and product growth in a recent article in Fast Company.
This article discussed how EOS lip balm started out from a dedicated plan to move into the lip balm industry when they noticed that the brands were not selling products designed for modern tastes. Customers were increasingly looking for products designed from natural organic ingredients that provided customers with assurance that the ingredients would not be harmful to them. Instead of petroleum jelly, EOS used natural ingredients and oils like jojoba and coconut oil. EOS did not use wax or artificial ingredients in their lip balm and marketed these features which met the changing tastes of customers in which they were increasingly concerned with the quality of the ingredients that were in the products that they consumed. https://well.ca/brand/eos-evolution-of-smooth.html
EOS then marketed on Facebook and other social media platforms their lip balms starting with the container that they were sold in. EOS used these unique orbs to sell their lip balm which were convenient, sanitary, and colorful. EOS then partnered with some of the largest retail distributors and was able to reach an increasing number of customers as a result. These strategies paid off and EOS was able to quickly grow and dominate an industry that they just entered, redefining the space and providing customers with increased variety and quality lip balms to use.