Those items in convenience stores, retail stores, and supermarkets next to the check out are called “impulse buys.” It is usually candy, gum, breath mints, and often includes lip balm, especially during the winter months. When a new lip balm hits the market, we are only slightly interested but if it has a competent advertising campaign with an attractive model, displaying an unusual product shape, with bright colors, and interesting packaging, then we are fully interested. Evolution of Smooth, (EOS) lip balm has all these necessary ingredients to propel their product to the top of any customer’s list. The advertising campaign features the perfect lips of what we assume is a beautiful young woman (we only see her from the nose down). Like all models she is perfect, and her lips say it all, soft, smooth, and the implication is that they are kissable. She holds a container of the EOS lip balm product, but it is not the typical plain Jane cylinder. Instead, it is a plump (like the model’s lips) and stylish container. Now that our attention has been arrested by this, we are told that there are various fruit flavors available. Our minds race with the anticipation of having sweetly flavored lips, and when we wet our lips, we are rewarded with the essence of passion fruit, sweet mint, strawberry sorbet, summer fruit, blueberry acai or medicated tangerine. Walmart, Amazon and ULTA are selling a five-pack of the evolution of smooth lip balm. Check it out here:
Evolution of Smooth has made a strong and compelling introduction for its lip balm product. Its packaging, advertising, and customer research reflect the company’s commitment to success. As an impulse buy, evolution of smooth could reign supreme over the other lip balms that have dominated the market for decades.