Almost ten years ago, the way consumers bought Chap Stick was dramatically changed. Businessperson, Mehra, joined with Jonathan Teller and Craig Dubitsky to shake up the Chap Stick industry with a new and innovative brand called EOS lip balm. The beauty category was prime market space for innovation since the majority of products have not changed much since first introduced. Traditional lip balms were competing for lowest price while none of the brands were concerned about how they fit into women’s beauty regimens. After some market research, they discovered they could market a new brand of lip balm aimed at both men and women while also making it effective and visually appealing. Research showed that women liked carrying lip balm in their purse and were interested in the new kinds that came in pots, but were concerned about applying it with their fingers. That is when the idea of the round pot that felt good to put on as well as new smells and colors. Even the clicking sound to ensure it was properly closed was intentional making it more visually appealing than its predecessors were. The EOS lip balm price point was $3, which was more than traditional lip balms, but the organic ingredients and new shape gave it the edge it needed to keep the pricey lip balm in demand.
Walgreens was the first store to carry the product with other big chains quickly following. Marketing towards style conscious millennial women through magazines and television ads helped the new company quickly gain a following. Beauty bloggers also played a huge role in the company’s growing reputation and with product placements and endorsements EOS lip balm quickly became a staple in most women’s purses. Through their large social media presence on Facebook, EOS lip balm has quickly become “The lip balm that makes you smile.”