Evolution of Smooth Gains Recognition Through Unusual Marketing Strategies

When Sanjiv Mehra and Jonathan Teller set out to create a new product they had no way of knowing how well their product would do. Relying on their business skills, these two entrepreneurs together with former co-founder Craig Dubitsky did some research into what products in the beauty industry were in need of renovation. What they stumbled upon actually fell into the category of oral care. They found that the lip balm products currently available were not only generic in nature, but had also not changed in more than one hundred years. This gave these men the type of opening they needed in order to launch a successful product.

Even though the team behind the now popular brand of EOS lip balms had a great product idea they would still be going up against some of the top names in the oral care industry. They needed to develop some strategies that would make their lip balm product stand out from all the rest. Since the container for lip balm had never changed since its inception, they decided to hire a professional designer to create a new type of container. They wanted something that spoke to the imagination without being too gimmicky. What they eventually chose to use was a sphere shaped container that could fit in the palm of the hand.

An Unusual Strategy

Not only did the founders of Evolution of Smooth (https://evolutionofsmooth.ca/) change the packaging design for their lip balm, they also changed the way they chose to market it. Rather than making the balm generic, they decided to target women and more specifically millennial. They used information gathered from a survey panel to create a balm that would engage all of the senses. In addition to advertising through traditional forms of media they also used online resources to create blogs about their new product.

EOS products are sold on major stores and online on Amazon.

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