How Chapstick Lost the Battle to Lip Balm Upstart EOS

For a long time now, purchasing lip balm meant seeking a doctor’s advice before walking into a supermarket or a drug store. The sticks felt complete, clinical with a better ingredient on their listings. You could skip the tasteless if you wanted to go wild. Spring and cherry flavor were the most favorite. For the past seven years, EOS pastel-colored orbs popped up into the market. They took over spaces on Target, Walmart, Walgreens, and Costco. Allure and Cosmo beauty editors got hungrier for the staff like grapefruit and honey dew.

EOS lip balm products, the acronym for the full names of the corporation, are all over fashion and beauty magazines. However, the founders of the firm have not released their business plan and strategy. They revealed their profit of over $250 million annually in a whole interview with the company’s CEO. According to the research and consultation firm, they are the best-selling balm in America.

Kline Research explains that the firm has driven growth through the introduction of oral care. The sell more than a million products weekly. They are prospecting to sell over $2 billion products in the future. They are specialized in demand-driven original products that catch the sight of the market.

Sanjiva Mehta, EOS CEO and co-founder, explains that it is not necessary to build up information on a deliberate environment. For a start-up company, they focused on product attention and necessary things that consumers want in a brand. They value their customers. However, she spent her career in marketing packaged goods for Unilever and Pepsi.

The brand struck her as a potential candidate to foster innovation on products. For this reason, she was appointed as the distinguishable product marketer. Most brands appear to drive customers by cutting production costs. Consumers do not worry much about cost. However, their main concern is about the quality of products.

EOS Website: