When a company tries to sell its product in an overly saturated market, it has to do one fo three things. It has to decrease the price to a ridiculous level, reward the customers like crazy or offer something that’s so revolutionary that it takes the world of consumers by storm. EOS didn’t take option one or two. It ventured into an area that creators before them were too afraid to travel. It dared to be different than all the rest. The move that EOS lip balm made about seven years ago proved to be the smartest move that they could have ever made. The company now sells a consistent 1 million containers of lip balm each week, and it expects to continue that rhythm. It has surpassed Chapstick in its sales and has taken its crown as the top lip balm seller on Walmart. Burt’s Bees is the only provider standing in the way of this company at this time.
The co-founder of the company believes that its success came from the target market that they chose. They focused on fashion-conscious women who were 35 years old and under. Such women seem to be the consumers who are most fascinated with the product. Miley Cyrus and Kim Kardashian fit into that category, and they are some of the product’s most faithful advocates. Their fans are in that age bracket, as well, and they are some of the most enthusiastic buyers of them all.
Shoppers enjoy matching the lip balm with their clothing and making a fashion ensemble. The founder’s vision worked as planned, and the company has been quite fruitful. Overall sales have soared past $250 million, and the company expects that the trend will continue to move forward at the same or a faster pace. The manufacturers will continue to come out with new captivating products, dazzle the world, and break away from the norm in the makeup and lip balm industries. For more information, visit evolutionofsmooth.com.