For the overwhelming success EOS lip balm has had with women, it is a wonder that the founders of the company were three men, and that two men head the company today. What is so remarkable about these men is that they understood their market and made sure they delivered to the market what was missing. Before they developed the product they asked women what they really wanted out of a lip balm product, and they delivered.
Women wanted something more fun, interesting and easy to use than a standard tube that frequently sunk to the bottoms of purses never to be found again. They wanted more exciting flavors and scents, and they wanted something that would enliven their daily routines as they applied their balms to keep their lips hydrated every couple of hours.
The three, Craig Dubitsky, Jonathan Teller, and Sanjiv Mehra founded the company with this in mind and have continued to deliver to women exactly what they want, and they are currently selling one million units per week. They were able to reach this demand by investing early in their own manufacturing equipment so they wouldn’t have to rely on an outside resource. They are able to develop and create new scents, flavors, and packaging styles as often as they please to keep their customers curious and entertained with the products.
Investing their money here and instead of in marketing initiatives has served the company well. It’s popularity among women seemed to do some of it’s own marketing as celebrities could be seen photographed while using these products (http://www.ulta.com/brand/eos) in their daily lives. The brand put the balms in the hands of famous music stars and they were featured in hype generating music videos, and famous country rock star Taylor Swift is even promoting the brand overseas in Asia.
All of these smart marketing moves have lead the Target sold brand to experience rapid growth and more is expected in the future as they expand on their product offerings including shaving cream and body cream. Visit the company’s website at evolutionofsmooth.com.