The Little Sphere That Could
The success of Evolution of Smooth gives insight to amazing power of what happens when you don’t overlook key details. The lip balm industry isn’t something anyone would have taken as an opportunity to build a Millennial brand, but this is what cofounder Sanjiv Mehra has managed to do. EOS lip balm sells millions of units a week and has already generated $250 million in revenue. Apparently, Millennials love what she is selling to them and the brand continues to grow.
Reaching For The Right Customer
The target demographic for Evolution of Smooth is the Millennial woman. Women are much more likely to purchase lip balm than men, but most brands attempt to target both genders. Evolution of Smooth decided the best course of action was to target young women. EOS lip balm made itself the most prominent advertiser in the market with product placements in music videos, countless selfies, and a strong social media presence. This appears to have paid off as Evolution of Smooth is one of the most beloved brands in general by Millennial women. The appeal of EOS goes well beyond the lip balm market. EOS lip balm products are available on the shelves of retail stores like Walmart and Target (http://www.target.com/p/eos-organic-lip-balm-sphere-summer-fruit/-/A-13352556). Online stores like Amazon and eBay stock EOS products too.
Where Everything Goes From Here
Beyond lip balm the Evolution of Smooth brand continues to expand into new markets with more personal care products. You can now find EOS lotions and EOS shaving creams for purchase. The geniuses behind Evolution of Smooth understood very well how to build a brand with staying power. Whenever young people attach themselves to a brand, they tend to stay with that brand for the rest of their lives. Evolution of Smooth is a brand with a future ahead of it. The lip balm industry wasn’t taken too seriously, but now everyone is rethinking how Evolution of Smooth grew into the success it is today.