How Evolution of Smooth Took Over the Oral Care Industry

Before Evolution of Smooth, otherwise known as EOS, began releasing their lip balm seven years ago, the only option for drugstore lip care were small, plain tubes of Chapstick. Now, of course, EOS lip balms grace the covers of every beauty and fashion magazine, and celebrities such as Miley Cyrus and Christina Aguilera have been photographed applying it to their lips.

Although EOS lip balms have been around for almost a decade, little has been known about the company’s business strategy, until now. In a recent interview with Fast Company, the founders of EOS reveal how their small startup became the second best-selling lip balm and out-sold Chapstick and Blistex, industry veterans.

Before they began inventing the signature EOS orb style, the founders noticed and took advantage of a lack of innovation in lip balm packaging. After reviewing sensory panels, the founders discovered that the majority of lip balm consumers were women and that a vast amount of these women did not find applying lip balm to be “fun.” The founders then decided that they wanted their lip balm to appeal to the five senses of its users, from the color of the sphere to the taste and smell of the lip balm, to the soft feel of the outer packaging. This, combined with their chosen slogan, “The lip balm that makes you smile,” helped turn the wheels of imagination that created the colorful spheres we all recognize today. The products can be seen on the shelves of Well, Target and Walmart stores today.

Currently, EOS sells over 1 million units of lip balm per week and has singlehandedly taken over the oral care industry. For more detailed information on EOS business strategies and their marketing techniques, click on to this Fast Company article. (