The All Natural Ingredients
Evolution of Smooth uses natural ingredients in all of its lip balms. Millennials are very socially conscious generation and they want t o buy products that reflect the sort of interests they tend to have. Protecting the environment is a particularly important value for Millennials and they want it reflect that. That appeal to Millennials is behind the success of EOS and separates it from other brands such as Chapstick. There is something about this lip balm that keeps it from turning into just another fad.
The Tech Savvy Brand
Millennials are a tech savvy generation and Evolution of Smooth reflects this reality in just about everything that it does. The presence of EOS is nearly ubiquitous with official Evolution of Smooth accounts found on Instagram, Twitter, and just about any other website you can dream of. Marketing in general has shifted towards social media and EOS, a company founded in 2007, is naturally dominating in this domain. Celebrities are constantly taking selfies with EOS lip balms and making the brand into something that Millennials will keep with them forever.
Something To Call Their Own
Recently, Goldman Sachs and Teen Vogue did a survey of young women. To their surprise they discovered that Evolution of Smooth is one of the most popular brands among young women. The idea of marketing exclusively to young women was a risky one, but it appears that this decision has paid off in the end. Millennials love EOS and identify with the brand as one of their favorites. As EOS advances into new sectors of the personal care industry, this is simply going to increase. Today EOS sells lip balm but other products could potentially generate more revenue. The product can be found on the shelves of stores like Target, Walmart and Ulta. The future of Evolution of Smooth seems fairly bright.
Is EOS’ lip balm the Chapstick of the millennial generation? According to this start-up report from Fast Company it just might be. Selling over 1 million units every week, EOS, started just over 7 years ago, has risen to become the second most popular brand of lip balm in the United States, outranking both Chapstick and Blistex in research done for Kline’s Cosmetics and Toiletries USA report.
So why is this product so appealing in today’s Target market? Ingredients and the way the product utilizes all five senses are what sets this lip brand apart from it’s competitors. Most lip care products come in a cylindrical tube with a stick on label. EOS lip balm is packaged in an orb shaped container with an engraved label and is sold at Target stores and Ulta in a variety of pastel colors. The container makes a different sound when open and shut as well, it pops instead of clicks. The balm itself comes in tasty flavors. Instead of being made with hard to pronounce chemicals the brand uses organic ingredients that meet the increasing demand of safe beauty regimens for today’s environmentally conscious generation.
Aside from the typical standard ads in fashion and beauty magazines, the company has used unique marketing tactics to attract the attention of millennial women. In a social media obsessed culture, the best place to market a product is through social channels and platforms and they’ve done just that. EOS has become a popular brand with the aide of online influencers on YouTube, and through their social channels on Instagram, and Facebook. They’ve partnered with key brands such as KEDS and Disney’s Alice in Wonderland to release exclusive collections and have used big-name celebrity endorsers like Kim Kardashian and Taylor Swift to successfully reach their target audience. With new flavors hitting the shelves on a regular basis and increasing demand in foreign markets, it’s safe to say that EOS lip balm is here to stay.