How EOS Became Successful

Innovation, hard work, and creativity have paid off for the founders of EOS (Evolution of Smooth) lip balm. Sanjiv Mehra and Jonathan Teller started seven years ago filling store shelves with EOS ( in a quest to break into the lip balm market. They started small and funded the project out of their own pockets.

The challenge was to promote their name in a market that was dominated by well-established brands such as Chapstick and Blistex. The EOS decided to target females between the ages 25-35. Their lip balm had to stand out from the other established brands on the shelves. After extensive research, they landed on a spherical shape case in appealing pastel colors and exotic flavors.

Walgreens were their first big buyer. Soon Target and Walmart followed and other big box stores fell into line. This Lip balm company self-invested into automated manufacturing and sells over a million units a week. EOS is now over a 250 million dollar company and growing.

EOS lip balm developed a multi-focused marketing campaign to whip up interest in their lip balm. They contacted bloggers on social media including sites such as YouTube, Facebook, and Instagram to comment on their products. Ads and articles of their product can be found in beauty magazines such as Cosmo and Allure.

No detail was spared. EOS designed a product that appealed to the five senses. They created a pleasing product that included a soft spherical case with a closure that clicked. The balm is flavorful as well as aromatic, with colors that are appealing to the eye. EOS is also organic and sells at a competitive price point.

The founders of EOS believe their big business backgrounds were the key to the success of the company. Teller had business start-up background while Mehra was experienced with major corporations. This proved to be a successful combination.