Many people don’t think much about the lip balm that they used as well as what it was made of until EOS lip balm sprang onto the scene. The brand came seemingly out of nowhere to redefine the lip balm industry by taking clues from the manner in which other industries were changing and providing customers with a variety of other choices.
Customers of lip balm tended to view their lip balms as a product that worked to accomplish the job that they wanted it to, but that they were not individually tied to or overly passionate about. There was a lack of differentiation between different brands and customers would generally just choose the option that was cheapest or on sale.
EOS’ founders noted that there were changes in other industries that indicated that customers were looking for more choices and higher quality products. Most lip balms on Walmart and Target supermarkets were based o a petroleum jelly base and had not been significantly modified in almost a century. More natural oils were noted to be more effective in helping your lips to be protected from wind and other outside factors and EOS decided to use these oils as the base of their product, despite the higher cost of doing so. As such, shea butter and jojoba oil are the base of many of the EOS lip balms.
The quality of the lip balm was not only a complaint of the buyers of lip balm, but also their flavor. EOS started to create flavors of lip balm that didn’t taste like vapor rub and had unique flavor pairings like vanilla mint.
These flavors, as well as the clever orbs that they were housed in, proved to be a real hit with the Facebook active millennial and the brand was able to gain a foothold in the lip balm industry.