Seven years ago EOS lip balm began to appear in major franchises, fashion magazines, and on the lips of such celebrities as Christina Aguilera and Kim Kardashian. Evolution of Smooth or EOS is now a $250 million company and the second best selling lip balm in the U.S.A. The idea for EOS was formulated when cofounder and managing partner, Sanjiv Mehra, began brainstorming with Jonathan Teller and Craig Dubitsky about revitalizing the beauty aisle. Because women are the main consumers, they set about catering an easily applied and easily identified lip product that stood out from the alternatives. “We were trying to to make the product as imaginatively as possible and not create an incremental variant over what was already in market,” cofounder Teller explains. While their pricing was competitive, around $3, the company decided to use all organic ingredients which was uncommon at the time. In an effort to connect emotionally to customers, thus creating a brand instead of a fad, EOS’ tagline is “The lip balm that makes you smile.”

As their target audience was style focused millennial females between ages 25 and 35, their marketing strategy made several key moves. The first strategy was to garner endorsements from young female celebrities such as Miley Cyrus and Taylor Swift. They sent samples to prominent beauty bloggers on social media sites like Youtube and Instagram requesting reviews of the product. Meanwhile, EOS ( built it’s own social media presence. Currently, the brand has 1.8 million followers on Instagram and almost 7 million followers on Facebook. EOS gained further popularity and success by partnering with other big companies like shoe manufacturer Keds and entertainment company Disney to create limited edition versions of the product. EOS is now expanding into other sections of the beauty aisle such as lotion and shaving cream. Purchase this products on eBay and Ulta online.