EOS From Startup To Record Breaker

EOS lip balm pods are known by their colorful and jubilant appearance. Those little spheres of color enrobing a rich emollient lip balm with captivating scents and flavors. We all know and love this product for what it is, but how did it come to be?

This product loved, promoted, and endorsed by women everywhere was actually founded by three men. According to fastcompany.com, Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky founded this company as a startup, the three having had previous experience in startup incubators. Mehra, also coming from big brand packaging companies, had some insight on packaging design.

The men as a group had some insight to glean their knowledge about what women wanted by asking them directly rather than guessing. They delivered precisely what it was women expressed they felt was missing, making them a product that actually sold. Women wanted easy to apply, they loved balms but without the mess of sticky fingers in a pot, and because they used to product every day they wanted something to enliven their routine.

These products sold very well at their first gig at Walgreens and now can be found in the aisles of every local Walmart and Target. They went from selling one million units in their first year to beating out those numbers every single week. Part of their success was found in their ability to meet demand by investing in their own manufacturing equipment. Investing early business money into this rather than early marketing initiatives allowed them to produce custom products at a streamlined pace. Only later did they branch out their marketing initiatives putting their products in the hands of Demi Lovato, Britney Spears, Taylor Swift and Miley Cyrus. Their strategic marketing included precise timing no what was good for their company and the people who promoted them.