EOS vs. Chapstick; a David vs. Goliath Story of Success

For over a hundred years, buying lip balm meant searching the aisles for a tiny, cylindrical Chapstick tube. If you wanted to do something wild, you were stuck with just mint or cherry flavors. However, that changed almost a decade ago. A new type of lip balm called EOS began to pop up all over.

The lip balm, which came in the form of pastel-colored orbs, began to invade the shelf space at Wal-Mart, Target, and Walgreens. The editors of magazines such as Allure and cosmos began to give acres of columns dedicated to talking about this new lip balm. They talked about the new and interesting flavors it had such as grapefruit and honeydew, https://www.amazon.ca/eos-Pomegranate-Raspberry-Lip-Balm/dp/B00B6A9KTU. Shortly after, Facebook popular celebrities such as Kim Kardashian, Miley Cyrus, and Christina Aguilera were seen with the lip balm in their makeup bags.

The Secret to Its Success

Since EOS lip balm products became a huge success, its founders have kept mum about the strategy they used, until recently. It has been a great strategy, which has seen their lip balm become the second most bought lip balm countrywide. The company sells about a million units each week, with growth expected to shoot up with the continued growth of the lip balm market.

The journey began nearly a decade ago when a veteran of consumer-packaged goods teamed up with two other people to think about how they could bring change to the beauty isle. After some deliberation, they settled on lip balms. The reason for this was that the lip balm design had changed little in terms of packaging design. In fact, most of the competition was mainly on price.

Getting it into Stores

Coming up with a great product was just the first part. They needed to convince buyers that the product had a place in their stores. At first, they faced a lot of resistance since most male buyers did not understand the product. However, they were lucky to meet a female buyer at Walgreens who understood their point of view.

After that, they were soon able to get shelf space at other stores such as Target and online on eBay. Combined with a marketing campaign targeting mainly women, they have been quite a huge hit.

 

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