EOS, or Evolution of Smooth lip balm was created by three people that wanted to change the way people thought of the traditional beauty aisle. Sanjiv Mehra, Johnathan Teller, and Craig Dubitsky are the creative minds behind the EOS brand. EOS believed that lip balm needed a drastic makeover and set out to research what customers really wanted.
It was during this research that the minds behind EOS lip balm got their answers. Finding that more women were using lip balm than anyone else, this company wanted to create a product specifically for their needs and wants. Adding scents that customers wanted and adding their own unique touch on the product’s design, EOS was set to change the lip balm market.
It wasn’t enough to change the actual lip balm product, EOS knew they would need to have a winning strategy to compete with well-established brands, some that had been around for decades. This company set out to use Facebook and social media and the influence of beauty bloggers to help establish their brand in the eyes of consumers.
Currently, the EOS company has been valued at $250 million. The innovative strategy for this newer company to establish themselves against older brands has worked exceptionally well. Recent data from eBay and other online stores shows that EOS has become the second best-selling lip balm in America.