EOS (Evolution of Soft) lip balm has quickly taken over the lip balm market since their start up, seven years ago. Today, they are the second highest selling lip balm, after Burt’s Bees. They have even out sold brands like Chapstick and Blistex which have been around much longer. This is impressive considering that its competitors are owned by huge businesses such as Clorox and Pfizer. When the creators, Sanjiv Mehra, Jonathan Teller and Craig Dubitsky, first began brainstorming about creating a lip balm they realized that the companies currently in the lip balm market weren’t being creative. The Evolution of Smooth.com products had barely changed at all over the last few decades. The packaging was especially stagnant. Nearly all lip balm products came in a cylindrical tube, except for pots of lip balm that many consumers viewed as unhygienic because they were applied with your fingers. EOS lip balm decided that they wanted their packaging to stand out from the rest of the lip balm products that were currently available. They had many packaging mock ups made until they finally decided on the spherical shape that they use today. Through research they also realized that women purchased significantly more lip balm than men because it was commonly used as a part of their beauty routine. This meant they needed to target women. They decided that pastel packaging would appeal to them. Also, they wanted their target audience to be millennials so they worked closely with a lot of younger celebrities to promote their products. Social media also played a large role in the brand finding its popularity. A lot of YouTubers and beauty bloggers were mentioning the lip balm on YouTube and other social media sites such as Instagram. Today the company sells over a million units per week, which is pretty impressive. EOS lip balm products are available online on Racked and Ulta.