The modern woman and man is more concerned about using natural beauty products. The concept of natural beauty products is not a new thing. Originally people made their own soap, perfume, and makeup out of mainly natural ingredients. Natural beauty products made a downward spiral when chemical beauty care products proved to be more efficient in some ways and were marketed everywhere. They were sometimes more effective in the short term, but in the long term chemical beauty products may have a negative impact on the health of a person.
The EOS company has quickly grown in popularity. In part this happened because they use natural and organic ingredients to help heal lips. Because so many modern men and women are concerned about using natural beauty care products, the EOS company deliberately chose to create a lip balm that was certified organic. They knew that by dong this they had a bigger chance of gaining more sales then other lip balm companies that don’t use organic or natural ingredients in their lip balms.
Another step the EOS company took to appeal to more modern generations was to change up the look of their lip balm (http://www.ulta.com/smooth-sphere-lip-balm?productId=xlsImpprod3490245). Sometimes the same old product makes consumers bored. This is why some soap companies make different shaped soap. This is why some shampoo bottles are vastly different depending on what company makes the product. The EOS lip balm company took that idea and changed the container for their products so they would have a signature look.
With the right marketing EOS became a $250 million company in just seven years. Instead of using the approach other beauty companies have, they took a leaf out of the book of the YouTube beauty vloggers like Michelle Phan. Michelle Phan has marketed several products on her channel and has even marketed her own makeup line on her YouTube channel and social media pages. EOS lip balm followed that marketing concept and marketed their lip balms with the help of YouTube vloggers. They also asked various millennial celebrities to try out to the product and speak positively about it.
Tapping into the thought process of how younger generations select products they want to buy on Racked has been the defining part of why the EOS lip balm was so successful. They have truly changed the way new products may succeed or fail in this modern world. Read the full EOS history on fastcompany.com.