When EOS lip balm came on the scene, it was really hard to understand how much they would change the lip balm scene. They did though. It was actually really amazing how well they did their work to take over the lip balm corner of the personal care product category. They did take over though. They did it like a stealth ninja warrior too. The world had no idea what those colorful balls were all about at first. They were soon to find out though.
According to Fast Company’s interview on EOS founders, the first things that Sanjiv Mehra, the co-founder of EOS did was to evaluate the competition carefully. Burts Bees was owned by Clorax. There was no real competition there. Chapstick, the former king of lip balms was owned by Pfizer. They were the real competition. Mehra considered what they did. Colors, was the first thing he discovered was key. Having things that are colorful would sell better.
The next question was who was buying the products? Were men or women buying Chapstick? Was it equal in distribution? That was not completely clear. One thing was crystal though. The flavors meant something. That’s where he took the next step. He had to create a product that had flavors for more selling power. It was one other way he could take over the competing position in the market. So that’s what he did. He didn’t just make them either. He researched how scents make people react. He picked the best flavors for luring eBay customers in.
Before long he had a product. That product was cute. It smelled good too. Now, he needed a way to get the word out. Celebrities are what he decided to do. No competitor in the personal care product line had used this really. He decided to give it a try. It worked like a perfectly packaged charm.