For years, lip balm has always been a tube that came in a limited amount of flavors. That was until EOS lip Balm came along with their spherical shape, wild flavors like honeydew, and grapefruit, and little to no advertising in the beginning.
Most women use lip balm daily as part of their beauty routine. When EOS came on the market, pots of lip balm were popular, due to how easy it is to lose a tube of lip balm with all the pens and other cylindrical things in the bottom of your bag. While the pot was appealing because they were easy to find while rummaging around in a bag, nobody liked to apply it with their fingers. This is how EOS shook up the makeup aisle and created a unique product that everyone can use, and does.
Jonathan Teller, one of the original creators of EOS, says there was opportunity in competitor’s laziness. They were all trying to undercut each other in pricing to gain sales, however, they were still all selling the same product, in the same shape and flavors as others. Using their own money, they began to develop a product that was fun to use, and a vital part of many women’s daily beauty routines.
To set themselves apart, they marketed a product that used all five senses, at a comparative price, to sell their item. From the fun flavors, the colors of the orbs that hold the lip balm, the way that it feels in your hand, the clicking sound when it closes, and by using organic ingredients so it’s friendly for everyone, EOS has shook up the makeup aisle (http://www.ulta.com/brand/eos) in a way that nobody expected would happen. Better yet, when this small start up began, all their money went to product development and distribution, not advertising. It gained fame by finding its way in the hands of fashion forward millennials, thanks to a female buyer for Target that liked the sphere shape.