For years, the market has been oversaturated with lip balms promising to provide beautiful, hydrated lips. Some properties of these lip balms include those that have hints of color, those that have flavor, and those that make lips appear fuller. At one time, most users of lip balm used Chapstick. Everyone knew what Chapstick was, and it was inexpensive, effective and sold in many stores.
Recently, a new wave a lip balm appeared and it was called EOS. Sold in pastel colored, egg shaped pods, this lip balm seemed to take over Walmart and Target supermarkets, as it seemed everyone, including celebrities, had at least one container in their pocket or purse.
So what was all the hype about? Well, the company decided to create a product targeted at women that would be pleasing to all the senses. The soft pod was pleasing to the touch, the many colors are attractive to look at, there are a variety of flavors, and there is a fun clicking sound when the pod is closed. Using the tagline, “The Lip Balm That Makes You Smile”, the product has an emotional connection with its users.
After getting into stores, hype was created among women, and reviews were placed on Facebook, Twitter and Instagram. Limited edition holiday collections were sold, and the brand partnered with companies such as Keds to create shoes that came with a matching balm.
After 7 years, the marketing and target efforts paid off, and EOS lip balm became the top seller in the market.