When we hear the words “lip balm” we often think of the largest brand name out there called “Chapstick.” A simple tube of lip balm with a label reading “active ingredients” which only had a total of three flavors; original, mint, or cherry. However, seven years ago a small ball of lip balm began hitting the shelves everywhere. From Walgreens to Walmart to Racked, and even Target these cute little pastel colored spheres gained popularity. They became so popular that celebrities began using them! Such celebrities as Miley Cyrus, Christina Aguilera, and even Kim Kardashian were caught taking balls of the lip balm out of their bags. Yes, that’s right you may have guessed what these balls of lip balm are called; EOS! But what does EOS stand for?
EOS stands for Evolution of Smooth and they are now everywhere! How did they do it? EOS created a $250 million company that has become the second best-selling lip balm in the country, after Burt’s Bees. The company sells over 1 million units a week and the future looks even more promising because the global lip care market is estimated to steadily increase to $2 billion by 2020. Not only that, the design of EOS lip balm has become indistinguishable from their 100-year-old predecessor, Chapstick. The good people at EOS noticed that even though lip balm has been a unisex commodity for years, it was mainly used by women in their daily beauty routines. With this information in mind, EOS began to market their advertising towards women. Rather than just being a regular lip balm, EOS wanted to have an emotional connection with users. So, they came up with the slogan, “The lip balm that makes you smile” and they hit the nail on the head. Read the full history of EOS on fastcompany.com.