EOS Founders Talk Shop with Fast Company

Evolution of Smooth (EOS) began seven years ago as a mere idea for a start up, but in just a short amount of time, the company would hit the market and rise to the top of their industry to become the second best-selling lip balm.

Before now, EOS hasn’t said much about their business strategy.

“Not necessarily building up information about it was something quite deliberate on our part,” stated Sanjiv Mehra, EOS cofounder and managing partner, in an exclusive interview with Fast Company in which the company divulged a few of their secrets.

Mehra goes on to explain that, as the company grows, they feel it is important for their consumers to be able to understand and get to know them better.

And of course that means revealing some info about their business strategy and exactly how EOS rose to the top of their game in such a short time.

Like any business or any strategy, it was a multifaceted approach that included a focus on design and demographics in a stale, over-saturated industry.

Anyone familiar with EOS will note their lip balms are certainly unique from other offerings in the drugstore. The egg-shaped, pastel-colored orbs are a far cry from the two-inch long tubes that most lip balms come in, and the distinctive lack of markings also adds their unique appeal. The products are available on major stores such as Target, Wal-Mart and Costco.

The design was carefully chosen in every aspect to engage the senses, but it was chosen to engage with EOS’ chosen target demographic: millennial women. Women happen to be the primary purchasers and users of lip balm but are, for the most part, not targeted by the lip balm industry.

EOS lip balm firmly planted themselves in their demographic and set to work building connections through various means, including social media, blogs, and more.

Read their full interview here.

Product Links:

https://www.walmart.com/ip/Eos-Sweet-Mint-Lip-Balm-0.25-oz/15136069

https://www.amazon.ca/eos-Pomegranate-Raspberry-Lip-Balm/dp/B00B6A9KTU

 

The Tech World and Fashion Industry Go Hand in Hand

If you take a moment to look at the world we live in today, and really ponder about the tools we use and non-essential luxuries we have become accustomed to as a species, and compare it to the world people lived in just a few hundred years ago, you’ll see without question we are in a technological renaissance. It seems like some new revolutionary invention is created on a daily basis now.

Concurrently, the same thing can be said for the fashion industry as well. More people are interested in fashion than ever before. Trends can become old and tired, then back to cool in a matter of a day. I guess it’s because of this generation’s short attention span.What most people don’t realize about the tech world and fashion industry is that they seem to grow together. In fact, if you look back to times where other nations and cultures had technological booms, you’ll see that the region’s fashion became better and more important almost simultaneous. Chris Burch believes the two are linked.

Most of the world isn’t that tech savvy, yet most people spend a lot of money to purchase this kind of phone. The reason why isn’t really because it is the best phone on the market, though it very well could be, it is because having one has become a fashion trend. To many it is uncool not to have one these days. Tech companies know this and that is why they spend numerous hours discussing the subject of how to make their brand and device more popular to consumers.

Technology is also beginning to spill over to the fashion industry. Innovative and creative fashion designers have already began experimenting with combining the two elements to make clothing that turns heads and delights at the same time. Designers like these will be responsible for shaping are view of what’s fashionable and what’s not in the future.

About Chris Burch

Chris Burch is the founder and CEO of Burch Creative Capital, as well as the co-founder of Tory Burch LLC. Not to mention he is one of the very few individuals lucky enough to become a billionaire.

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