Most people don’t think about moisturizing their lips as much as everything else in their skincare routine because it feels like such a common task compared to things like face masks and various types of face washes. However, it doesn’t mean that it’s not thought about at all. If that was the case, then EOS Lip Balm wouldn’t have made the waves that it did. Since it’s inception back in 2007, EOS Lip Balm has dominated the market, becoming a fan favorite of beauty bloggers. The brand was backed by both the company’s heavy research and a grade-A marketing team that helped it get the attention and recognition that it has now, a feat made interesting considering that it even beat out such long-time and classic brands such as Blistex and Chapstick.
According to the co-founders of Early Market Research, Jonathan Teller and Sajiv Mehra, this was apart of their “measured” approached to make their company be a manageable global success. They managed to always flow and adapt to whatever is the most popular in the market at the moment. Teller and Mehra, putting their thoughts together, were able to see that lip balm was a unisex commodity, making it a favored market to tap into. They especially took advantage of the fact that when it came to the lip balm market specifically, it was untapped compared to other sections of make-up. Most brands at the time were pretty run of the mill. The two ended up capitalizing on a market that wasn’t actively appealing to women despite women being the market’s main customers.
With heavy research which involved talking with real women in focus groups about what they most liked and wanted out of their lip balm. From there on, they designed the EOS Lip Balm that’s loved now.
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