A Surprise Contender
The personal care industry is incredibly vast but also incredibly stagnant. Throughout the years the same brands continue to dominate the market without even flinching. It appears there simply isn’t room for any newcomers, but despite those appearances Evolution of Smooth has established itself as the most popular brand pf lip balm among Millennials. Since its start in 2007 the brand has secured success through a combination of social media campaigns and celebrity approval. You can find EOS lip balm products in some of the hottest music videos, but the Instagram photos reach out to fans on an entirely new level.
The Purses Of Millennial Women
In an article on Fast Company, the success of Evolution of Smooth resist on the incredibly risky decision of CEO Sherry Jhawar to target a specifically female audience. Marketing to women is always a risky choice but Jhawar say the opportunity. Using his previous job working for Pepsi he knew what he needed to do in order to promote the brand. Evolution of Sweet lip balm comes in a spherical container to stand out, but the flavors of the lip balm are an even bigger part of the appeal. Your lip balm can taste like raspberry, mint, or just about anything else you like.
Creating Brand Loyalty
The success of EOS lip balm has allowed the brand to expand with entirely new products. You can now buy EOS shaving cream and hand lotion on Target as well. The potential for Evolution of Smooth is practically unlimited. Millennial women are fairly loyal bunch and once they like a name they stick to it. Given the status of EOS as the second most popular lip balm brand (http://www.racked.com/2014/10/31/7571165/eos-lip-balm) on the market it won’t shock anyone if their lotions end up taking the top spot as well. Jhawar had a plan for a takeover and everything is going according to plan.