If you know any millennial, then chances are that you know EOS. More widely known by its initials than its full name of Evolution of Smooth, this lip balm company has made some serious waves in the oral care market. The distinctive orb has been seen carried by many celebrities and it is a darling of fashion magazine editors the world over. The unique and delicious flavors set the brand apart almost as much as the unusual orb in which it is enclosed. EOS was recently profiled in Fast Company magazine and the article states that the company has been moving about one million lip balms per week with no sign of slowing down.
The founders of the company realized that there had been little to no movement within this niche of the oral care market segment for decades. It is probably as surprising to them as it is to everyone just how effective their disruption of the market has been. The company was founded nearly a decade ago, and still maintains its niche identity. EOS lip balm stands for innovative flavors coupled with natural and organic ingredients. The millennial generation is more and more drawn to organic and sustainable products and EOS fits the bill. See, https://www.amazon.com/Organic-Smooth-Strawberry-Passion-Honeydew/dp/B009QTDYYA.
Chapstick and Blistex have been left in the dust by this lip balm in the fun orb, and currently, EOS is second to only Burt’s Bees lip balms. The fact that this little upstart was able to usurp the position of two entrenched companies with nearly a century of history is a great business case for brands of all types to study and learn from. EOS is still regarded as an indie favorite in spite of its huge amount of market share and revenues. By keeping the ingredients top notch it continues to be known as an authentic brand.