EOS entered the market seven years ago with a line of different products that revolutionized the lip balm industry. Their pastel-colored lip balm orbs were like a breath of fresh air to the industry. They took over every store in the country. Beauty editors gave the products rave reviews at some of the top magazines including Cosmo and Allure. The popularity of EOS lip balm went to an all-time high after several celebrities were spotted getting the balls out of their bags.
The evolution of Smooth (evolutionofsmooth.ca) has been responsible for driving the growth of the oral care industry. The industry is expected to grow $2 billion in three years. The future prospects of the enterprise are promising. The company was featured in an article that appeared on Fast Company a few months ago. Sanjiv Mehra said that the company decided to keep a low profile on purpose because they wanted to focus on strategy and building the brand. Mehra is a cofounder of the company. He is currently a managing partner at the company. He cofounded the company with Jonathan Teller who is responsible for the company’s culture.
Mehra said that they decided to increase awareness about the company because they felt it was important to let the customers know about the values of the company. The founders of EOS lip balm came up with the idea after they deliberated on how they could transform the beauty product industry. Their research showed them that many people did not find applying lip balm enjoyable.
EOS is huge on social media. He has millions of followers on Instagram and Twitter. Teller said that the company collaborated with millennial celebrities to increase awareness about the brand to the young people. It has also partnered with other major brands including Disney. They worked on an Alice in Wonderland collection together. This line sold out in a few days. It is a popular product to date. EOS lip balm products are available on Target, Walmart and Costco stores.