EOS and the Evolution of Lip Balm

Is EOS’ lip balm the Chapstick of the millennial generation? According to ┬áthis 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.

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