Everyone has seen them, the delightful, colorful, flavorful and delicious smelling pots of lip balm. This idea, which was thought of by EOS, has completely transformed the world of lip gloss, says fastcompany.com. However, the process that it took to arrive at the massive success that the company has enjoyed was not easy.
The first step in the process according to Mehra was rethinking the entire lip care industry. For close to a century, the lip gloss market had been represented by the tubes of chapstick. In fact, the only improvement that was made on the traditional tube of chapstick was the addition of two flavors. To make matters even worse, everyone that was entering the market was simply remaking another tube of gloss and pricing it a little lower. EOS lip balm, decided to scrap the tube altogether and designed the pots of lip balm.
The round shape came with its own set of challenges, even though they were appealing, not many people wanted to use their fingers to apply the balm. This led the team to creating a size of pot that was the right proportion to be applied on the lips. They added the click sound the pots make when being shut to appeal more to the customers.
The other problem that presented itself was introducing the new invention to the market. This was not easy. They got their lucky break when a woman in Walgreens agreed to sell their products. The popularity had Racked and Walmart stocking within no time.
Then there was the question of selling the product to millenials. The company decided to have celebrities like Miley Cyrus and Demi Lovato sell their brand on social media. Taylor swift was made the bran ambassador for East Asia. Soon the entire community of millenials was on board, and a trendsetter had been born. https://www.facebook.com/eos/
That is the simple process through which evolution of soft made a product that has beaten all other market veterans and become a market favorite.