A Startup Takes On Giants
The lip balm market was dominated by just two major brands. Those brands, Chapstick and Burt’s Beeswax, were owned by Pfizer and Clorox respectively. Nobody dared to stand up to these brands because common knowledge taught that customers were loyal to their brand of lip balm and there simply wasn’t any room for competitors to enter the market. Sanjiv Mehra didn’t believe this and decided she wanted to make a stake in the market for herself. This is where she came up with the idea for Evolution of Smooth.Ca.
Taking A Risk For A Reward
The idea of marketing lip balm specifically to young women was considered a dangerous one. Lip balm was commonly regarded as a unisex product, but the research done by Evolution of Smooth revealed otherwise. Overwhelmingly, women were the primary consumers of lip balm, but they had certain issues with the design of lip balm. They hated the way most brands of lip balms made them use their hands and wanted something they could use more easily. With that knowledge in mind Mehra set out to make a brand of lip balm specifically for these young women.
Taking Millennials Captive
Evolution of Smooth was an overnight success. Millennial women loved the spherical design and various flavors the lip balm came in. They simply couldn’t get enough of it and bought so much that EOS currently sells 1 million units a week. This didn’t happen by accident or as a fluke. Millennial icons like Britney Spears and Miley Cyrus have featured EOS in their music videos. Beauty bloggers from around the net use Evolution of Smooth in their tutorials. Millennial women have fallen in love with Evolution of Smooth and it doesn’t seem like that’s changing anytime soon. EOS lip balm products are available on the shelves of stores such as Well, Target and Walmart. eBay (http://www.ebay.com/bhp/eos-lip-balm) and Amazon sell EOS lip balms on their websites too. Try ’em today!