Many of us have seen EOS lip balm lining the shelves at the front counter of a number of stores. This is a brand that we are all familiar with, and some of us have probably used it in the past. Some people may see the strange little egg shape and purchase it out of curiosity. Perhaps it’s the bright colors that draw the eye in. No one is completely sure what aids to the success of this brand, but after seven years on the market, this product has become a booming success and even surpassed Chapstick and Blistex as the second best-selling lip balm in the country. So what is it about the Ever-So-Smooth lip balm that has it flying off of the shelves?
EOS lip balm was a product designed by two men named Jonathan Teller and Sanjiv Mehra. Teller and Mehra came together to create a lip balm that was designed exclusively with women in mind. The design of the product arose when the pair began their search for the perfect shape. The balm had to be different from the conventional stick shape, as it was important to the creators to have a unique design that was easy to find in a large compartment. The flavors and colors offered with the lip balms made them a big seller too, as there were more options in comparison to their competitors. While this design was thought up for women, the bright colors and interesting shape caught the attention of children and men as well, and the product’s fan base broadened.
The success of EOS lip balm did not happen overnight. Jonathan and Sanjiv were turned down by a number of experienced investors, simply because the design did not fit the conventional business model. Investors did not see a need for new lip products, but this did not deter the pair in their search for a financier. They focused on producing a good product and limiting the number of distributors involved in their business. Their patience and effort undoubtedly paid off, as EOS is now a $250 million company, with a number of products added to their inventory. This is truly a brand that proved to us all how far the innovation of a design can take a product.