Balm’s Making A Come Back
Like anything else in cosmetics lip balm has its ups and downs. In the 90s lip balm was all the craze and you couldn’t go anywhere without young people sporting it but after the new Millennium that trend quickly dropped off. With the help of the startup Evolution of Smooth lip balm is making a comeback among Millennials. Twitter, Facebook, and Instagram have all played a big role in getting the brand name out into the public and helping spread the word about EOS and its line of personal care products.
A New Form Of Word Of Mouth
A major reason for the success of Evolution of Smooth is the use of “word of mouth” marketing to reach its Target audience. Customers first learn about this brand overwhelmingly through the use of social media. They are following celebrities such as Miley Cyrus and Kim Kardashian who actually use this lip balm themselves. The campaign is much more organic than anything seen before Evolution of Smooth. When you consider the age of EOS this is even more amazing. This company was founded in 2007 during a time when social media was still in an infantile state. The idea of using social media for marketing simply didn’t exist. Some other challenges EOS faced was selling to males, and competing with other major brands. With Walmart, Ulta, Walgreens, and Target selling their product, along with social media marketing EOS has become a household product. See, http://www.ebay.com/bhp/eos-lip-balm.
Expanding The Empire
With the wild success of EOS lip balm the best route for this company to take is towards new products. There are now EOS shaving creams and EOS lotions for customers loysl to the brand. Millennials strongly identify with Evolution of Smooth and as long as the brand continues to reflect their interests they will continue to buy it. When a brand reaches this level of popularity it is time to take risks. Fortunately EOS appears prepared to do just that.