Evolution of Smooth gained notoriety as a new beauty product when celebrities such as Miley Cyrus, Taylor Swift and Britney Spears were seen using it. While this adorable little sphere is usually associated with beauty products, as a lip balm it actually falls into the category of oral care. The choice to market the product to millennials was the final step in a long process of research. The team that co-founded EOS consisted of Sanjiv Mehra, who had spent years working with consumer packaged goods and Craig Dubitsky and Jonathan Teller both of whom worked with start-ups.
Changing the Face of Lip Care
Even though Craig Dubitsky left the company before EOS lip balm launched their revolutionary new lip balm, this team had conducted research into the line of oral care products. What struck them as a major point for change was the fact that lip balm products had not changed their packaging or basic ingredients for several decades. They felt this market was ripe for change. Rather than look at lip balm as a generic product like toothpaste, Mehra and Teller decided to conduct some research into the types of beauty products used by women. This gave them the information they needed to get an edge on the established brands already producing lip balms.
In an online article Sanjiv Mehra talks about the research his team conducted and the processes that led them to develop a new type of container for lip balm. Capitalizing on what they had learned from their consumer research they decided to make the container and balm appeal primarily to women. This was accomplished by creating a spherical container in assorted pastel shades. The lip balm also came in different colors as well as flavors. Once the company got their product into stores the lip balm became an instant success with young people everywhere.
FULL ARTICLE: https://www.fastcompany.com/3063333/startup-report/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick?utm_content=buffer47040&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer