Evolution of Smooth, also referred to as EOS, is a company that has taken the beauty industry by storm. As a company that manufacturers a lip balm product, it was the first to break through the barrier between the oral care industry and the beauty industry. The founders of EOS deliberately chose to redesign the way lip balms were packaged and sold to specifically target women. In an online article, co-founder Sanjiv Mehra discusses the strategies they used to ensure their lip balm would be a success.
Focusing on Creation and Distribution
When co-founders Sanjiv Mehra and Jonathan Teller started their company they decided to focus on the areas of creation and distribution. The creation process was intended to redesign the container used to hold the lip balm, which up to this point had always been cylindrical. They also wanted to reinvent the lip balm itself to make it more appealing to women. In order to get a better idea of what women looked for when shopping for beauty products, the co-founders of EOS lip balm gathered a group of women together for a panel discussion. This led them to create a balm that would appeal to all of the five senses.
Once the team at EOS lip balm had their product the next step was to get it into distribution. The process was not as easy as they hoped since most drug stores were already carrying name brand products like Chapstick. Since their lip balm was intended to appeal to women they decided to meet with a female buyer from Walgreens who instantly took to their little spheres of balm. Co-founders Mehra and Teller purchased their own manufacturing equipment to reduce their costs and began producing and distributing their lip balm to Walgreens. EOS lip balm is now widely available in stores such as Walmart and Target(http://www.target.com/p/eos-organic-lip-balm-sphere-summer-fruit/-/A-13352556) all across the country. Amazon and eBay have them on their websites too!