The Power of Pastel: How EOS Powered to the Top

The brand Evolution of Smooth (Well-known as “EOS”) took the lip balm world by storm in 2009. Fast Company scored an exclusive interview with two major forces at EOS,, co-founders Sanjiv Mehra and Jonathan Teller. Sanjiv Mehra presently serves as the company’s managing partner. In its article entitled “The Untold Story of How Lip Balm Upstart EOS Outdid Chapstick,” Fast Company gave the world a closer look at the success story of EOS. You can check out the full article here:

In the past, the lip balm market was dominated by Chapstick. Sanjiv Mehra and the other EOS founders seized an opportunity to infiltrate this market by bringing something fresh and unique to the lip balm industry. They came up with a new presentation of lip balm to consumers who were used to tubes of lip balm with few flavor options available. Lip balm previously had been widely considered a unisex product, and other companies marketed it as such. After market research revealed that women were the most frequent users of lip balm, the EOS founders capitalized on this finding, and decided to focus on creating a product that would be geared towards women, making women their target consumers.

With the creation of EOS lip balm, consumers now had multiple flavors of lip balm to choose from, and these flavors were contained in an easy-to-use orb with pastel-colored casing. The formula of the product along with Facebook and social media marketing to women specifically, led to the vast success of the company. EOS is now the second best-selling lip balm in the country, with sales of over one million units a week. The founders of EOS identified something the lip balm industry was lacking – a product designed for and marketed towards women, and created a powerful product that was just what the market needed.