The packaging of EOS Lip Balm is enough to stop most people, and cause them to take a closer look. It was such clever marketing when the design team came up with that shape. A lot of us spend time driving, and live in parts of the country where weather extremes have us reaching for lotions, lip balms and moisturizers quite regularly. If anyone has ever had to fish a lip balm out of their purse, likely while driving, the traditional cases that lipsticks, balms and glosses come in are kind of nebulous, and can easily be mistaken for something else. Looking for EOS lip balm in your purse will have you much more quickly finding your way to moist lips, as that little egg-looking package, filled with moisture gold, is very easy to locate. This lip balm is about way more than a smart packaging concept, however.
Two seasoned professionals, caught up in the swallows of corporate America for collectively many years, started to reflect on the fact that “beauty” products, albeit a saturated industry, is a very lucrative one. In an attempt to figure out how to stand out in Walmart and beauty aisles of drugstore chains from coast-to-coast, Jonathan Teller and Craig Dubitsky decided no one had done much of anything innovative in the lip balm space in over half a century.
Upon doing research on what was largely being marketed as a unisex product, the Lip Balm Company found a disproportionate amount of users of lip balm were women, and they used it quite regularly as a part of their skin-care regimen. Having found the proper demographic to market to, they got a loan, and EOS was born.
The shape was born of a series of discussions on how to package it to engage all senses, and then they made the product from organic ingredients. This huge hit of a lip balm, with the tagline “The lip balm that makes you smile,” does just that, in a healthy and imaginative way.