For years, the availability of lip balm was limited to drug stores. They were packaged in Chap Sticks like drugs and had only two to three varieties from which you could choose. However, a few years ago, a new kind of lip balm from EOS was introduced into the market. It had a broad range of flavors, and with no time, it was available in stores, supermarkets, and shops. The product popularity rose to the top due to celebrity advertisement.
Evolution of Smooth (https://evolutionofsmooth.ca/) is an industry worth over 250 million dollars. The company lists as the second best-selling lip balm industry. This popularity is attributed to time and money spent on advertising. As a matter of fact, an EOS advert can be seen on Amazon and on fashion magazines. The company makes a sale of 1 million products weekly. The shift to natural and organic products that are the customers’ friendly has also played a significant role in the company’s success.
Mehra, one of the co-founders said that one of the basic things they did was to rethink the Tube. The company and its representatives carried out research in different consumer fields. The results showed that women were the most users of lip balms. It also revealed that women would lose the Chap Sticks for a fancier product. The aim was to ensure that the product was pleasurable during application. They, therefore, combined all the senses and came up with a product that had a better feel to the hands, tasted lovely, and smelled sweet. They came up with a Tagline. The sound the Balm case made when closing was also made appealing to the ear.
Despite having a competitive price, Mehra and Teller say that entry to the market was tough. They, however, landed a lady buyer at Walgreens who helped them launch their product. Later, the major stalls such as Target and Walmart came in. Online merchants Amazon and eBay started to sell EOS too. The company targeted Millennials by using bloggers in advertising. The company has since, partnered with major players in the market.
For more information, visit the Evolution of Smooth.ca website.