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EOS Pushes Chapstick Out of the Way and Claims the Second Spot

Lip balms have evolved from the standard cylinder type basic lip balms from yesteryear. Companies like Chapstick, Blistex, and Burt’s Bees have been the face of lip balms for decades, until 7 years ago. Sanjiv Mehra, co-founder of EOS lip balm wanted to redesign the lip balm market and get away from the typical bland flavors and packaging.

So Mehra started his research and wanted to appeal to the same unisex crowd that the other lip balms targeted. But upon more research, the market showed that women over men seemed to purchase lip balm. Mehra wanted to expand the flavor choices and change the packaging all together. What he created was these pastel orbs that came in tasty flavors such as vanilla bean, passion fruit, strawberry sorbet, blueberry acai, pomegranate raspberry (https://www.amazon.ca/eos-Pomegranate-Raspberry-Lip-Balm/dp/B00B6A9KTU), summer Fruit, sweet mint, honeysuckle honeydew, vanilla mint, coconut milk, and blackberry nectar.

EOS didn’t advertise right off the bat. Their concentration was on production and distribution. The company was lucky enough in the beginning to get a meeting with a female buyer from Walgreens. As the first round was sold, Walmart and Target followed suit. Now EOS is a household brand everywhere. Allure and Cosmo has colorful ads splashed all over their magazines. Celebrities have taken to the EOS brand and Christina Aguilera and Miley Cyrus have been posting photos on Facebook using the colorful spheres.

The company wanted to create something more personal between the user and the lip balm. They didn’t want it to be clinical like the older brands seem to be. Their targeted age group was females between the ages of 25 to 35. Between the influence of beauty bloggers and celebrities that use the brand, these help drive their brand in the right direction. By the year 2020, Kline Research is estimating their company’s worth to be over $2 billion dollars. EOS is currently holding the second position in the lip balm industry, surpassing Chapstick.

http://www.ebay.com/bhp/eos-lip-balm

Makari skin Whitening cream

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