It all started in the summer of 2013. A twerking, tweaking former teen star was climbing the charts with “We Can’t Stop”. (What a time to be alive!) And as I watched the insanely popular music video something struck me – no, not the giant bear backpacks and no, not the man eating a sandwich made of dollar bills. A simple application of lip balm in a round, red pod.
It was instantaneous I that wanted this. But why? It wasn’t until after a flurry of Google searching I found it these stress-ball sized spheres are 95% organic, petroleum free and full of vitamins. So how could a 2 second flash of product, applied by Hannah Montana (not someone I particularly idolize), conjure in me a need to try every colour available at the drug store? And how has this now ubiquitous brand stirred such a demand in other consumers?
The company, Evolution of Smooth or “Eos” has been around 2009. In recent years it has resurrected a love for lip balm not seen since the 90s. The company also produces hand creams, but it’s the balm that collects the big bucks. It rivals natural competitors Burt’s Bees and conventionally made products like Blistex.
Pop artists are throwing in almost as much product placement of Eos as Beats by Dre headphones. Now that’s saying something! Eos has over 3 million Facebook “likes” and over 800k Instagram followers. Celebs like Jennifer Lopez are gramming pics of themselves using unique Eos hashtags.
Because of Eos’s strong social media presence, the company has invested in few traditional advertising efforts. They know their target audience (young, trendy, social media savvy) and capitalize on it. The product design is genius in it’s simplicity – modern, stylish, uncomplicated, candy coloured and collectable. It’s oversized shape doesn’t have much in the way of practicality (try putting one in your jean pocket), but neither does an oversized clutch or a pair of 5 inch heels. That doesn’t make them any less desirable. The balm itself is again simple in nature. Soft, sweet smelling and easy to apply. The little Eos “eggs” fit perfectly into this generation of chemical conscious consumers searching for product purity.