Fast company has been tracking the untold story of how the EOS brand of lip balm has dismantled the leadership of ChapStick and overshadow this company that many people that was once the lip balm leader. EOS is the brand that the working class and celebrities are patronizing when it comes to lip balm products. Other companies that are selling products for dry chapped lips are all selling the same thing. It isn’t about what you are selling when it comes to this type of product. It is much more about the perception of what you are selling. Smooth products is what the Evolution of Smooth is marketing.
This is the thing that sets the Evolution of Smooth apart from other companies that may have simply jumped on the bandwagon for selling lip balm products. EOS lip balm made a conscious effort to separate from the mainstream by creating products that were recognizable because of the abundant colors. This company also managed to create products that were both characterized as smooth products for the lips.
This will play the intricate part in the way that people perceive the EOS lip balm. It may have essentially been designed to do the same thing that other companies were doing, but the founders of EOS lip balm made sure that this company had a different look and feel. The lip balm spears were different. The abundant flavors were different. All of these were things that would essentially bring forth a whole new product lineup for Kohls and Ulta consumers. All of these are things that would you have given customers something to think about. Before all the lip balm products seemed similar. Now it appears that is lip balm is something that stands out from the rest because it has been perceived to be different.