The amazing fact is that EOS Lip Balm is outselling a number of leading brand lip balms. These are brands that have spent decades on the consumer market. EOS is the little startup that went to war with the leading lip balm brands like Chapstick, Burt’s Bees, Blistex, and won. The EOS or Evolution Of Smooth brand is easy to distinguish from the other leading brand lip balms. It is packaged in a round container, instead of the usual cylindrical container. In addition, it is actually quite a very attractive and charming little container that most women like to carry in their purse or set on their makeup table at home.
A lot of their loyal Facebook fans are wondering about the EOS brand. How did the small startup, manage to outsell the larger brand lip balm companies. Sanjiv Mehra, EOS co-founder is a marketing genius. This dedicated professional has spent most of his career in the marketing field. Therefore, it was easy for him to tune in on the type of marketing strategy that would propel his company to the top. Mehra realized early on that all the lip balm companies packaged their product in the same type of container. He saw an opportunity to make the EOS brand unique with a highly recognizable container that would appeal to women. This basic strategy worked. Well, today EOS is the second highest selling lip balm in the country.
Mehra is the co-founder of EOS. Of course, he has an emotional connection with their lip balm products. However, he decided that the consumer that has a emotional connection with the product would stay a loyal customer. He used two unique ways to build an emotional connection with the lip balm. First, he made sure that all the consumers’ senses were engaged. Next, he created a tag line that connected with women.
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