Category Archives: Natural Balm Formulations

Smart Moves By EOS

There were three founders behind the lip balm brand EOS. Jonathan Teller, Craig Dubitsky, and Sanjiv Mehra collectively had many years of experience in startup incubators and product packaging design. They were able to team up and consider what was missing in the market and develop a startup company who’s product packaging design was a major contributor to it’s success.

What were these little colorful orbs and what was inside? Nobody really knew because there was a lack of marketing information available. I guess the only way to find out was to pick it up and see what was inside. Consumers were not disappointed when they found a lip balm they didn’t have to stick their fingers in to apply. The natural formulation and delicate scents were different and could be used many times a day due to their gentle ingredients. They were healthy, fun and modern little orbs of lip balm. They were selling themselves.

Dubitsky left to form another startup and Teller and Mehra continued to develop the product by eschewing hype and marketing and instead investing time in a way to make their products in house. They had machinery made that could make their balms and products without having to rely on an outside manufacturer. This control enables them to turn out new flavors and colors every season, and to control how much or how little of the product they make. After their first success in Walgreens they were able to rapidly supply chains like Target, and Walmart. Online retailers ULTA and eBay soon began selling EOS products too.

It was only after they had achieved success on the shelves that they decided to broaden their marketing endeavors by featuring products in edgy music videos and using celebrity endorsements overseas from hip young stars to reach a wider audience.

To learn more about EOS lip balm products, visit their Facebook page and website at evolutionofsmooth.com.