Evolution of Smooth is a lip balm brand that has risen to be the number two best selling lip balm brand in the United States in a short span of only a few years. The new lip balm brand has now surpassed the Chapstix brand in sales, despite Chapstix being a highly established and visible brand. How EOS lip balm has managed to overtake Chapstix and continue to gain in popularity is described below.
One of the key reasons why Evolution of Smooth has been so successful in the lip balm market is because it has brought new ideas into a product category that has been stagnant for a long time. Before EOS entered the lip balm scene, all of the lip balm brands sold lip balms only in a stick format. Evolution of Smooth changed the packaging of its lip balm product. It sold lip balms in a spherical ball shaped packaging. The sphere ball shaped format was easier to use and carry in bags like purses. This was just one way that Evolution of Smooth set its product apart. Today, the products are seen on the shelves of Target, Walmart, Ulta,Walgreens and even Racked.
Another way that EOS has set its lip balm brand apart is by offering a wide assortment of lip balm flavors, http://www.target.com/p/eos-organic-lip-balm-sphere-strawberry-sorbet/-/A-13731791. The brand was the first to come up with fruity and exotic flavored lip balms such as passion fruit and strawberry. Other brands were quick to follow in the footsteps of Evolution of Smooth and started offering an assortment of flavors themselves.
Evolution of Smooth also tweaked the ingredients in its lip balm. Instead of using chemical additives and ingredients such as petroleum, the brand uses natural ingredients such as shea butter and lanolin. This takes advantage of the fact that consumers are now switching over to more natural and holistic products. EOS has also made clever use of paid bloggers and celebrity endorsers of its products.