EOS is a company that was founded just a decade ago but was able to emerge in the lip balm industry as one of the dominant players. Their road to success was outlined in an article in Fast Company and was insightful in displaying what it takes to succeed in the business world today, particularly as a smaller nimbler competitor taking on more established competition.
The lip balm market had not kept up with the changing tastes and preferences of consumers and the product offerings for sale at the time that EOS lip balm emerged were antiquated and designed for the tastes of consumers century before. While the need for lip protection from the elements had not changed, the options available for ingredients.
Consumers were no longer seeking out synthetic sounding and flavored products and were instead looking for something straight from nature to apply to their lips. This trend was by no means different than the trends for other skin care and food products. The lip balm market was just slow to react to these trends and were simply monetizing their current product offerings.
When EOS, as a smaller competitor entered the market they were able to take risks and create a better lip balm that met the needs of the segment of the population who was seeking better products. EOS designed a lip balm that as only using natural and mostly organic ingredients that were sourced from premium oil bases such as coconut oil and shea butter which were more effective than what the competition was using.
While these products cost a premium price on Racked, they quickly realized the superior nature of these ingredients and latched on to EOS which propelled the brand into the big league locking horns with established brands. In just a decade EOS has come out as the leading brand for premium lip balms that customers love and trust.
EOS Facebook: https://www.facebook.com/eos/
These days blogger outreach has become more important than ever for the marketing and public relations departments of businesses that are looking to increase both their brand awareness and their sales. The media landscape has changed a lot and magazine editors aren’t the only constituency in the ever evolving world of media that a company must learn how to do outreach in, in order to have successful product launches and to keep customers interested in their products and services. As media has transformed so too must the strategies that are used to reach out to new kinds of media that are dominating the market share of consumers’ attention. Once upon a time the only way to capture a consumer’s attention was to purchase ad time during their favorite television show or to rent out a billboard in a particularly lucrative local market. Today that is no longer the case.
This is why knowing how to connect with the scores of people, mostly women, that have built followings by posting tips, tricks and opinions about beauty products to their blogs and Facebook among other social media accounts is important for beauty companies that are interested in staying afloat in the ever changing and dynamic global economy to grasp. There are few companies that understand how important it is to be versed in modern publicity techniques than the beauty company Evolution of Smooth. Evolution of Smooth has built a name for itself by making a splash in the beauty world with its uniquely-shaped lip balm that look sort of like vibrantly-colored monochromatic Easter eggs. The EOS lip balm is manufactured to add a little dash of quirk to the owner’s everyday beauty routine and thus far banking on a unique and functional product design seems to be working for Evolution of Smooth. According to Fast Company Magazine Evolution of Smooth went from being a newcomer that salespeople didn’t understand to being a beauty company that is worth $250 million. For more info, visit evolutionofsmooth.ca.