For Evolution of Smooth founders Jonathan Teller and Sanjiv Mehra, the archaic lip balm industry was the window through which they were able to nurture their small business into a multimillion dollar business. In a recent Fast Company interview, the dynamic duo finally revealed the business strategies and methods that they used to become so successful. Sanjiv Mehra announced that the company was intentional in their initial silence in an attempt to remain completely focused and invested on the business.
Sanjiv Mehra and Jonathan Teller chose saw the lip balm market as a perfect opportunity because the major players like Chapstick and Blistex had left their products mostly unchanged. It was within this stagnancy that EOS started a revolution. With their new orb design, EOS lip balm made the products something that was stylish and enjoyable to use. The product appealed to all five senses and came in a wide range of colors and flavors. In comparison to the outdated designs of other lip balm competitors, EOS stood out like a flashing beam of hope.
After a successful design, EOS now focused on getting their product into stores, such as Target and Wal-Mart. EOS products are also sold online on skincare-au.com and https://www.costco.ca/eos%C3%A2%E2%80%9E%C2%A2-Lip-Balm-6-pack.product.100322342.html. The owners recount how many of the male purchasers were reluctant to invest in the new product for lack of understanding in its merit. To be fair, the product was designed specifically with women in mind. Finally, the team got their first break with a female buyer at a Walgreens. As their lip balm flew off the shelves, several other retail giants such as Walmart and Target were itching to feature EOS lip balm in their stores. The success of EOS was further enhanced by their strategic marketing that infiltrated spaces where their audience was invested. EOS was able to be featured in music videos of famous artists and even hired Taylor Swift to be a spokesperson.