Have you ever noticed the mundane packaging of a stick of Chapstick, lipstick, or lipgloss? EOS creators were intentional when designing their packaging. In thinking about their target market and their consumer’s lifestyle, they decided that the old faithful tube package could be revamped into something more unique and fun. Bring on the round EOS lip balm packaging that fits nicely in one’s palm, is easier to find in the bottomless pit that is often a purse, and glides easily over one’s lips. The packaging was created to appeal to all five senses of the consumer. From the taste, smell, feel, and even the sound of the cap closing after use, was all taken into consideration while creating the packaging.
Special edition flavors, keds that come with matching EOS lip balm, https://evolutionofsmooth.com/lip-balm.html , and even Disney lip balm all played a large role in helping EOS lip balm launch into the mainstream popular culture. A buzz about the product was created by deploying a unique marketing strategy and understanding the behaviors of the millennial target market of 20 something consumers. By partnering with beauty bloggers, youtube vloggers, and releasing commercials during programs that were high rated by young professionals, created excitement for the EOS product.
Knowing your consumer and creating a product to fit their lifestyle and marketing it directly too them, led the lip balm company to catapult into the drugstore market. Today, EOS are seen on the shelves of Walmart, Target and other retail stores.
Read more about this fascinating story of innovation and success here: https://www.fastcompany.com/3063333/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick