Category Archives: Top Brands

How EOS Lip Balm Topped Chapstick as King of the Lip Balm

For close to a century, going to the drug store for lip balm meant finding a tube of your favorite flavor. Then, at the end of the 2000’s, a strange little egg appeared. Its name was EOS, and it quickly became chapstick du jour for celebs and the common shopper alike. At present, they’re the second best-selling chapstick, with old standbys Chapstick and Blistex falling behind. So, how did it happen?

EOS, or Evolution of Smooth.Ca, has never talked about their strategy, but in a recent interview with Fast Company they finally opened up about the product that changed the way people view chapstick products.

There wasn’t a lot of information on the little sphere of balm at the beginning, which was the point by EOS founds Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky (Dubitsky ultimately left before EOS’s launch). They were looking for a product they felt could be innovated, and the chapstick seemed like the perfect start, since not much has changed in the aisle, with everyone seeming to compete on price and cost cutting.

They found that mainly women used chapstick, even though it was a unisex product. They did Amazon consumer surveys and found that many women complained of losing the tubes of chapstick in their purse and while they liked the idea of little pots, it also seemed unhygienic to apply them with their fingers.

The EOS creators took these complaints and made the now infamous sphere of balm. At first, no one wanted to carry the little balls, until a buyer for Walgreen’s fell in love with the design, and after their successful Walgreen’s launch they started being carried by more chains, such as Target and online giant Amazon. After a successful marketing campaign, EOS now sells about a million little spheres a week, and is ruler of the chapstick world.