How EOS Took the Lip Balm World by Storm

Sanjiv Mehra, EOS cofounder and managing partner, joined Jonathan Teller and Craig Dubitsky nearly a decade ago with a vision of wanting to make a change to the beauty aisle. Lip balm instantly stood out as a product category that could use an overhaul.

Through market research the team discovered some interesting things. Largely considered a unisex product, EOS quickly discovered that lip balm is a product used mainly by women. The research also found that a top complaint of women is that the thin lip balm tube was often lost at the bottom of a make-up bag or purse. Consumers liked the idea of little pots of balm, but were put off by the idea of putting the product on with their fingers. The most important thing they learned through this market research was that many women found lip balm to be unexciting.

EOS set out to change all of this. The company wanted to create a product that would engage all of the senses, from the feel of the packaging in the hand, to the smell and taste of the lip balm itself. They targeted a price of $3 in order to compete with other lip balms in the market, and decided to use organic ingredients.  Check on for needed details.

Once they created a prototype of the colorful little sphere we know today, EOS encountered problems getting it into stores. Buyers at chain and drug stores were confused by the packaging. The company struck a bit of luck when they met with a female buyer from Walgreens who instantly fell in love with the spherical shape of the lip balm. EOS landed the account. From there, they went on to be stocked on the shelves of Walmart and Target as well.

To create buzz for the product, the company targeted millennials in the 25 to 35 age bracket.  More of To do this, they reached out to beauty bloggers and millennial celebrities such as Demi Lovato and Taylor Swift. The company also participated in brand collaborations with companies like Keds and Disney.

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Through ingenious product design and creative marketing, EOS has experienced substantial growth. The company has quickly become a household name, and sells more than one million units a week. According to research from Kline, EOS lip balm is the second best-selling lip-balm in the country, winning out over names like Chapstick and Blistex.

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