Sanjiv Mehra and Jonathan Teller, co-founders of EOS Lip Balm, set out to shake up the Lip Balm industry. They brought in a clay designer to perfect the new look of lip balm from the cylinder tube typically seen on the shelves. The design they chose was an egg-shaped pod that allowed the user to apply it without dipping their finger in it and was also easy to find in the bottom of a purse.
In the beginning, they hired an experienced sales representative and approached buyers at drugstores and chain stores. All of these initial meetings were with male buyers, “who would say that they didn’t understand the product,” Mehra told Fast Company.
It wasn’t until their meeting with Walgreen’s that they had a positive reception to their product. The buyer for Walgreen’s was a woman, who also sat squarely into EOS’ prime market. EOS had carefully crafted the lip balm to appeal to the female market. They knew women wanted more out of their lip balm. More than just the basic flavors of original, cherry, or mint. They knew women wanted all five of their senses to be engaged with the product. A simple tube that can easily be misplaced or lost was no longer enough.
The buyer for Walgreen’s loved the feel and shape of the EOS Lip Balm. She understood the appeal for a new lip balm offering on the shelves. EOS landed their first account and as they say, the rest is history. After a successful launch at Walgreen’s, Wal-Mart and Target also decided they needed it on their shelves. Now women can literally feel the difference as they reach into their purse to quickly pull out their lip balm. And more likely than not, that lip balm has EOS written on it. https://www.fastcompany.com/3063333/startup-report/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick