EOS is one of the best lip balms on the market today. It smells good, and it makes your lips soft. The world would never be the same if Sanjiv Mehra had never co-founded the EOS brand. Fortunately for all of the fans, it did happen. According to a Fast Company article, EOS started with the goal to shake up the personal care market. That meant that the competition had to make some strikes to keep up to beat EOS lip balm. This is what happened.
EOS, or the Evolution of Smooth, wanted to create a product that would rule the lip balms. It accomplished that with a few simple strategies. The first thing that happened was a bit of research. What made people buy one brand of lip balms over the other? Then, the design needed to be evaluated. That was typically the secret to creating a fabulous product in any market. That’s exactly what Mehra did with EOS.
What was discovered was the flavor and the packaging ruled the markets. So far, not much had happened to make the lip balms anything special. The greatest competition was Burts Bees, and that was created by Clorox. That wasn’t going to be too hard to defeat.
The first part was accomplished, now EOS had to be creative in how to get the name of the product out to the buyer. It did this by marketing through social media sites like Facebook and celebrities. Celebrities are always the best way to get any product launch going. EOS knew that and did exactly what was needed to make it the new “it” product. Miley Cyrus and Taylor Swift, were the two largest names in the spokesperson category. It was done. Before long, the commercial launched and people everywhere had to have those little colorful balls for their own. It worked perfectly for Sanjiv Mehra.