In the age of start-ups, everyone is searching for the next million dollar idea. In some instances, improving the wheel is far better than reinventing it. Co-founders of the Lip Balm Company, Evolution of Smooth Sanjiv Mehra and Jonathan Teller did just that, only with lip balm.
About seven years ago, the duo paired up to revamp the outdated chapstick tube commonly found in pharmacies around the globe. This new and improved product focused on redefining packaging, reinventing the product, and re-marketing lip balm in its entirety.
This meant developing a product that was different from the rest of the flock. The guys started by switching the boring cylinder tube up and placing their product in a smooth egg-like cylinder. Inside the tube is luscious, silky, and organic product for creating smooth lips. The balm comes in several flavors with unique colors and tasty flavors. To seal the package, the guys developed their product to appeal the auditory senses. The egg makes a clicking sound as it shuts, giving the user the satisfaction of a safe seal. https://evolutionofsmooth.com/lip-balm.html
Mehra and Teller did more than just transform a product though. The guys re branded the chapstick industry entirely. Appealing to an audience of Millennials who’d been using lip balms and chapsticks in their daily beauty regimens. They used social media platforms like Instagram and Twitter to connect with consumers. They got the product onto the shelves of popular retailers like Walmart, Walgreens and Target. In fact, it wasn’t before celebrities were practically advertising for them, because they’d be spotted in the streets with the beloved product.
It didn’t take EOS lip balm long at all to become one of Millennial’s most love beauty products. In fact, in just seven short years, EOS is now a leader in the lip balm industry. Watch out as they continue to pave the way!