Have you ever gone shopping for chapstick and noticed that most brands look similar? Most come in little plastic tubes and are either not flavored at all, are flavored mint or cherry, or are marketed to younger girls and are then bubblegum flavored. Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky realized this trend and decided to mix it up. They founded the company Evolution of Smooth (EOS) to stand out and provide something fun and new.

They wanted their product to stand out on the shelves next to the plastic tube. They designed a unique ball shape with a flat bottom so your lip balm wouldn’t run away. Not only does this design stick out among others it is also much easier to find in a purse. Complaints from women about losing the little tubes of plastic in their bags were heard and EOS made their ball just a little bigger so as to be easier to find.

No more mint chapstick, EOS lip balm came out with its own unique flavors such as grapefruit and honeydew. These flavors are more fun than the usual but adult enough to not be bubblegum.

Useful link here.

Mehra, Teller, and Dubitsky decided to market specifically to mellinnials between the ages of 25 and 35. Their balls of chapstick usually come in popular pastel colors. They also have paired up with exciting new companies popular to this demographic such as Keds. They paired the color of the chapstick with the color of Keds shoes, and the two companies worked together to come out with thematic products like Alice in Wonderland when the movie was released.  Follow EOS on facebook.com.

By focusing on creating a unique product and marketing to a specific demographic EOS went from a startup company to a regular on Walmart and target.com shelves.

For more information visit https://www.amazon.com/Organic-Smooth-Strawberry-Passion-Honeydew/dp/B009QTDYYA