EOS started off as a new company that was entering the lip balm market from nowhere. While their co-founders had experience in various major personal care markets, they did not have experience specific to the lip balm industry. Instead, they noted that the market was relatively stagnant and the major companies in the market were ineffective in playing in the market. Seizing the opportunity the co-founders named their company the Evolution of Smooth, shortened to EOS on their packaging.
EOS examined the market and saw that customers were simply not provided with the products that they were looking to buy. Lip balms were boring and their customers didn’t have any loyalty or passion to the brands that they were buying on eBay or Amazon. Overall, customers were looking to find higher quality lip balms which coincided with the products they were buying for food and other personal care products. The women shoppers who were the major buyers of lip balm were looking for all natural and organic products as opposed to the oil based petroleum jelly lip balm for sale in the market.
EOS lip balm decided to use premium products in their lip balm and to charge a higher price for a superior product. Instead of petroleum jelly, EOS used shea butter and jojoba oil which proved to be longer lasting and higher quality than petroleum jelly. They then created unique new flavors of berry and flower blends that customers loved, developing a passionate loyalty to their products https://skincare-au.com/collections/eos. EOS then created their own machinery to make their lip balms which made it harder for others to copy them.
From this, EOS emerged as a great alternative to those brands currently for sale in the market. Customers flocked to EOS and the brand developed a reputation as one of the leading players in the lip balm marketplace.