For decades lip balm was boring, unisex, and came in two flavors; wax flavored and cherry flavored wax. Then, nearly seven years ago, small orbs of delightfully flavored lip balm began popping up in stores across America. Celebrities like Miley Cyrus and Christina Aguilera were seen lining their lips with the new product. Evolution of smooth(EOS)lip balm became a household name and the newest must-have beauty product.
Recently, EOS cofounders Sanjiv Mehra and Jonathan Teller sat down for an exclusive interview with Fast Company to discuss how they went from startup to success story. The two entrepreneurs along with Craig Dubitsky, who left EOS lip balm before its launch, set out to redefine lip balm as a product that is not only practical but that is also enjoyable to use.
EOS’s mission was to create a product that stimulated all five sense. The brightly colored orb and unique feel of the packaging were designed to attract customers. When the lip balm is opened the flavor is identifiable just by the scent. With flavors like Honeysuckle Honeydew and Blackberry Nectar no other oral care product on the market can compare. Even the click when the product is closed was designed to be audibly pleasing.
The biggest challenge EOS faced was competing with tried and true brands like Burt’s Bees and Chapstick. The company, determined to succeed, coined the tagline “The lip balm that makes you smile”, employed experienced sales representatives, and marketed to millennials in hopes of creating a buzz.
“That approach of using an entrepreneurial mindset and big-company discipline is part of how we do things every day at the company” Said Mehra.