Since their creation, EOS has emerged as a major competitor that has battled global behemoths such as Pfizer which owns Chapstick and Clorox which owns Burt’s Bees.
EOS started with a plan to attack a segment of the market that contained numerous dissatisfied customers who were not able to purchase lip balms that they were interested in, namely products that did not contain artificial ingredients. EOS decided to pursue, after notable interviews with customers, female customers who happened to buy the most lip balm. These customers were willing to pay more for a higher quality lip balm that was based on organic and all-natural ingredients. EOS decided to use substances like jojoba and coconut oil in their lip balm which lasted longer and better than the petroleum jelly that Pfizer used in their Chapstick brand.
Customers who tried EOS lip balm were satisfied with the product, but few customers were getting access to the product. EOS built out their distribution network by inking relationships with notable retailers who would carry their lip balm including Walgreens, Target, Walmart, and Amazon.com which improved access to their products. The pastel colored orbs that EOS used as part of their marketing process was notable and new and customers were attracted to these containers, allowing the brand to create a cohesive brand image.
EOS then went about marketing their products even though they were constrained with smaller marketing budgets than the competition. To effectively manage this, EOS used innovative marketing methods such as using Facebook and other social media platforms to spread their brand and using endorsements from notable bloggers and social influencers to grow their brand.