How EOS Earned the Number Two Lip Balm Position

EOS, or Evolution of Smooth, is a lip balm company with a story to tell. The company began selling their lip balms in Walgreens pharmacies a short seven years ago, and today their products are all over Target, Walmart and Costco, EOS stands as a leader in the industry. EOS sells approximately one million lip balm units weekly, landing them the number two spot for product sales. Chapstick once help the number one spot (currently held by Burt’s Bees,) and Blistex stood at number two. For more than 100 years Chapstick held this leading position, but EOS came in with something to prove.

EOS lip balm created a trendy, fun product and that is something that Chapstick failed to offer. In fact, there wasn’t a lot of change in the Chapstick product in the 100 years it’s been around. The boring tube shaped container and limited flavors took a toll on trendsetters who were tired of the same-ole, same-ole.

EOS presented a product in a fun container, packed with a fun flavor and lip balm made with natural ingredients that soothed, softened, and protected the lips. Eight fun flavors now exist in the EOS lip balm line, though new flavors are coming soon! They made the lip balm fun to use and wear, continued to enhance the product and its features, and listened and interacted (email, social media, freebies,etc.) with those who couldn’t keep their hands off the orbs. They did everything a good company should do to get their way to the top and it paid off quicker than anyone could’ve imagined.

Susan McGalla, Former President of American Eagle, an Astute Business Woman, and an Executive Consultant

In today’s business world women, would prefer to be seen as professionals and not just women. One such woman has made a career of succeeding in a male oriented business world. She founded a company called P3 Executive Consulting and has given expert advice to women as to how to get ahead in their business ventures. That woman is Susan McGalla, who herself had to fight to make a name for herself in businesses where the executive staff members were all men.


This is the problem that Susan faced when she joined American Eagle. She found that there were no women in any executive position or on the board of directors. She worked hard and excelled there and said that it was an experience of a lifetime for her. The timeframe between 2000 and 2010, Susan left her mark on American Eagle. She feels that her rise in that company is what is responsible for a cultural change that resulted in men and women both building one of the most successful corporate cultures around.

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Susan McGalla, after holding several management positions with American Eagle ended up being the president and chief merchandising officer for them. She became a private consultant in 2009, leaving American Eagle. Her consulting work is in retail and financial investment industries. In 2011 Susan became the chief executive officer for Wet Seal, Inc, a woman’s clothing retailer.

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After leaving Wet Seal Susan McGalla formed P3 Executive Consulting and advises her clients on such matters as marketing, operational efficiencies, branding and talent management. She has given talks to such as the Carnegie Mellon University in their Speakers Series for CEO’s, and the Women and Girl’s Foundation in Pittsburgh.


According to, Susan was born in East Liverpool, Ohio where she graduated from Mount Union College and earned a bachelor’s degree in marketing and business. Today she can boast that she is the Vice President of Creative Development and Business Strategy for the Pittsburg Steelers.

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