How EOS Achieved Success With Their Female Market

EOS lip balm started as just a small startup selling under one million units in their first year, and now is selling one million units per week. Over seven years they have seen such a great deal of success. How did they get the ball rolling?

EOS centers around all natural lip balm,, but their real success was in brand design and packaging. Their packaging allowed consumers to apply lip balm without getting their fingers sticky, and the twist open and close spherical shape of the pod fits just so in the palm of the hand. The brightly colored spheres look modern in a world full of tubes, and women love the accessible $3 price point on Well.

The men who founded and still run this company sought to fulfill what women felt was lacking in the lip balm aisle. They knew women were looking for a product they could apply sans fingers, and they wanted something to enliven their daily beauty routine, and EOS listened and delivered. They also marketed to the millennial woman through Facebook and other social media platforms they knew she would be accessing. Putting the product in the hands of beauty bloggers who promoted top selling products was a marketing success. They also promoted their product by putting it in the hands of celebrities who are part of the millennial generation. Britney Spears, Demi Lovato, Taylor Swift, Miley Cyrus and Kim Kardashian are just a few household names that were using the product on tour, in music videos, and in their daily lives being photographed by the paparazzi.

Early on, the brand really put their startup expertise to work by investing in their own manufacturing costs to cut out the middle man, keep budgeting costs down and meet demand. Their insight early on allowed for their marketing success later, and today they are thriving.

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