Chap stick was considered a unisex item, used by both men and women, similar to toothpaste or cleanser. But, as Evolution of Smooth (EOS) founders, Sandriv Mehra and Jonathan Teller, found, lip balm was overwhelmingly utilized by ladies as part of their daily habits. In all research studies, customers they addressed clarified that they would lose chap stick tubes in their purses all of the time. Many preferred pots of lip balm that were entering the market, but they didn’t care to apply it with their fingers, since it appeared to be unhygienic. However, one of their most critical discoveries was that women didn’t get a lot of pleasure from applying chap stick.
So they began making an item that would be customized for women’s daily routines, using their own assets and startup capital. (Despite everything they still had not taken in a lot of outside feedback.) They needed to reevaluate the lip balm experience, starting from the earliest stage. For this, they brought in a craftsman who displayed different options or shapes. They wanted to make the chap stick special, without making it unusable or so different from the Target market that it alienated customers.
The greater part of this work has paid off. In seven short years, the Evolution of Smooth brand (evolutionofsmooth.ca) has risen up from a small start-up to a commonly used in-store product. It has even brought forth a large group of copycats. Blistex and Revo (made by OraLabs) have circular lip balms that take a page from EOS’s playbook, while Walgreens and Sephora have made their own versions of the unique EOS lip balm’s spherical design. Today, Evolution of Smooth offers well over a million lip balms per week, which is more than they sold in their first year of business. Their success is still going strong today!