The Evolution of Smooth was launched 7 years ago and has completely outdone its competition with veteran brands of lip balm, such as Chapstick and Blistex.
The pastel colored spheres can be found in the most popular drug and department stores such as Racked, Target and Walgreens. Its flavors have been featured in various beauty magazines such as Cosmo and Allure. Big name celebs such as Kim K and Christina Aguilera have been seen with the product as well. http://www.ebay.com/bhp/eos-lip-balm
In an exclusive interview with Fast Company, co-founder Sanjiv Mehra explains how the company got started, the challenges he and his partners faced and what led to their multi-million dollar success.
Mehra explains that he say an opportunity to create an all natural lip balm geared towards women, since he discovered through extensive research that women were the main consumers of the product. When creating the shape, he wanted to be imaginative, hence the sphere shape. He also wanted to create a lip balm that did not go out of style, but would eventually become a household item.
Mehra explains that several chains rejected his product due to a lack of faith. Despite his efforts and even hiring an experienced sales rep, many buyers felt as though consumers would only continue to use more well known brands.
The team was eventaully lucky enough land a meeting with a female buyer from Walgreens that loved the product and accepted the offer.
Currently EOS lip balm has a large social media following and continue to advertise through beauty blogger reviews and celebrities. They currently sell over a million units of the product every week and other brands are attempting to create their own version of sphere shaped lip balms.
Mehra largely credits his success to understanding how large businesses work. He states that his company practices “big company discipline” and this has contributed to the success of EOS.