There was a time when the only option that was available in lip care was chapstick. When people went to shop for lip balm, the only thing they would be looking for as a little different fragrance and maybe a few cents off the price. Not many people were prepared for the transformation that happened when EOS lip balm entered the market. Within the time that they have been operational, they have managed to gather a following that is almost religious and transform everything that was previously trusted in the business.
The journey (https://www.fastcompany.com/3063333/startup-report/the-untold-story-of-how-lip-balm-upstart-eos-outdid-chapstick) to the top was not as easy as many people think. The first challenge that the team mandated with making the change was getting people out of the cocoon of the tube of chapstick. The thought that came to mind was the round orbs that smelled lovely, looked exquisite and made the most amazing sound when being closed after use.
Then, there was the challenge of marketing the new products. The people in charge of the management went to look for stores where they could have their products stocked. Walgreens was the first store that accepted their products. This was followed by the many others such as Target and Walmart when they realized that the products were flying off the shelves. But it was more than pure coincidence that their products gained such a huge following on Facebook and Instagram. The marketing department knew that to make any tangible change, they would have to bring the millenials on board. They used celebrities such as Demi Lovato, Nina Dobrev, Miley Cyrus, Taylor Swift and even Christina Aguilera in the process.
Through the journey to the success the company has enjoyed, the two co-founders have always found an opportunity in every new challenge and this is partly why the success has been so resounding.