There are constant innovations happening in beauty and personal care, but most of these brands do not achieve success at the level that EOS lip balm has seen the past couple of years. The founders of EOS as men, were really able to listen to what women wanted in the market and because of their listening and understanding, were able to create a product that was such a huge success.
Jonathan Teller and Sanjiv Mehra asked women what they really and truly wanted out of a lip balm. They wanted ease of use, but not a tube. No sticky fingers after applying a balm. Something they could incorporate into their beauty regimen. The tendency toward natural and organic products and beautiful packaging as trends in the beauty market combined with their knowledge of what women wanted from a balm transformed into EOS lip balms, the spherical, and colorful pods that twist open to reveal a delicately scented and flavored all natural lip balm. The balm that conforms to the shape of the mouth for easy application and then twists and closes with a soft click, ready to throw in the purse or leave on a nightstand as a modern item of beauty.
According to the evolutionofsmooth website, the product without a doubt sold itself, and there was no need for endless marketing. Rather, what was needed was a way to meet demand. Sanjiv and Teller invested time and money into custom machinery that could whip up their products at large volume to supply sellers like Target, Walgreens, and Walmart. They were able to create custom flavors and colors without relying on outside manufacturers. This success has enabled them to expand into lotions and shaving creams and no doubt into future popular beauty and personal care items looking into the future.