Until recently, most chapsticks felt the same- same cylindrical tube, same tastes. It was boring. And then came the Evolution of Smooth (EOS) brand, https://evolutionofsmooth.ca/. This fabulous creation that many celebrities could not get enough of was the brain child of Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky. They wanted to change up the face of the drug store cosmetic isle. Teller summed it up well when he said, “It appeared to us that everybody in this category was being lazy. That was an opportunity.”
Despite the fact that chapsticks was seen as a unisex necessity in order to take care of chapped lips, after doing research the three found that women primarily used the product. Women liked the idea of tubes of chapsick, making it different than the traditional products but felt it was unsanitary to stick their finger in the product. They also did not find chapstick fun. So, the creators of EOS lip balm set out to appeal to every one of the five senses.
In addition, they knew they need to get their product out quick. So they contacted big names- in the YouTube industry and beyond. Before they knew it, they were the number one advertiser in their industry. It paid off, their slogan of “the lip balm that makes you smile” now has one point eight million followers on Instagram and seven million followers on Facebook. And while they are second in their industry, closely following Burt’s Bees, they have definitely taken the world by storm in their seven short years!
Product Link: http://www.ebay.com/bhp/eos-lip-balm