EOS has long been one of the leading lip balms in the marketplace, establishing themselves as a premium provider of lip balms. Their road to this status as a premium brand was based on developing superior products those customers became passionate about, allowing them to capture a large share of the market.
EOS noticed that customers did not care much about their lip balm and set out to develop a special brand and product that customers exuded loyalty and passion for. They created flavors that weren’t for sale on the market currently such as passion fruit or sweet mint, and used better quality ingredients that did not taste fake. Competitors were using artificial flavorings that left a poor lingering flavor or ended up tasting like medicine and the EOS lip balms tasted significantly better than the competition and more akin to the flavors that were denoted.
Customers, as part of the overall trend towards safer and more natural ingredients, were increasingly concerned with what they were putting into and on their bodies. As part of this, EOS developed lip balms that included superior ingredients that were a far step above the standard lip balms for sale that were sourced from petroleum jelly which comes from refined oil. EOS marketed their lip balms as a superior natural product and customers turned to them partly because of this movement towards natural ingredients.
The orb that EOS used as packaging also had a premium feel to it. The standard lip balm applicator tube appears junky to many consumers and the orbs retain a classy feel to them, along with being practical and sanitary to use. As such, their product packaging helped EOS to stand out in the market with a premium product that Target and Walmart customers were looking for, resulting in the success of the brand.