Sanjiv Mehra and Jonathan teller were the two masterminds behind EOS lip balm or Evolution of Smooth products. The two, with backgrounds in product packaging and startups decided to combine their expertise and develop a company with what they knew how to do. The two, used to brain storming in the development and startup incubator environments, asked themselves the questions they would need to answer to develop a successful market. Which market was being undeserved by creativity and product innovation? What could they do to make this product attractive in it’s packaging?
The two saw an opportunity in the chapstick aisle where everything looked the same. The tubes looked the same and most of the formulations were also very similar. How could they shake up the aisle and bring consumers something different and appealing? They asked people what they wanted and the overwhelming response was from females. Females wanted easy application that they didn’t have to stick their fingers in. They wanted something cute and fun that would brighten up their daily beauty routine. The resulting colorful and spherical orbs of balm brought those ideas to life.
Instead of investing early in marketing and hype, the duo invested in manufacturing their product with machinery developed especially for them so they could rely on themselves for making the product instead of relying on an outside manufacturer. They were then able to keep up with the growing demand after they found success with their first trial run selling the product at Walgreens and ULTA . Since that time, they have been able to come out with new flavors and colors keeping the stream of new product fun and interesting. They have also expanded into other areas like body lotions and shaving creams that their devotees are using in the same volume as the balms. For more info, visit Evolutionofsmooth.com.