Anyone who keeps up with the latest Facebook trends for celebrities has probably seen some of their favorite stars carrying little pastel colored spheres. These spheres contain a lip balm product produced by a company called Evolution of Smooth. The fact that these colorful orbs have become staples with people like Miley Cyrus and Kim Kardashian, is due to the way the founders chose to market their revolutionary new product. They needed an interesting and appealing angle if they were going to beat out the existing products in the lip balm market.
An Unusual Marketing Strategy
In an online article co-founder Sanjiv Mehra talks about how their company managed to propel sales in the lip balm industry to over $2 billion dollars. Not only did the team behind Evolution of Smooth decide to change the way lip balms looked, they also changed the way they performed. EOS lip balm catered to the need for organic products with their line of all natural lip balms. These balms are formulated to stimulate the senses in a manner not previously available in the lip balm market. Targeting the senses became the primary focus of how the balm would be created and presented to the general public.
This led them to create a different type of package, which ended up becoming the palm sized sphere used today. The team also conducted a survey among women to see what type of beauty products they were more inclined to purchase. This information was extremely helpful in the creation of both the package and the balm. Their strategy paid off big time when women began choosing the colorful little spheres filled with flavorful balms over the name brand generic products.