Marketing To Females With Influencer Marketing: Evolution of Smooth

EOS lip balms have not become a success by accident. Although the startup succeeded in an unlikely place it was not because of unlikely circumstances that they succeeded. Nobody at the time was taking advantage of the lack of creativity and innovation in the lip balm aisle. Though the area was not being taken advantage of, it was dominated by long time and big name brands in the business with Phyzer and Clorox owning companies like Burt’s Bees, Blistex and Chapstick.

Sanjiv Mehra, Jonathan Teller, and Craig Dubitsky together had backgrounds in small startups and brand packaging. When they took on this category they used their combined expertise to create a brand easily recognizable today just by it’s appearance. Although unassuming, the spherical shape is basic, it was a huge success with females. Easy to fit in the palm, twist open, apply with the mouth conforming shape, and twist shut with a soft click. The balms were fun to apply multiple times a day, they were easy to grab and didn’t get lost in the purse, and they looked great. Looking at the pods in the Target stores it was easy to imagine one sitting on the makeup counter and looking great instead of an uninspired looking tube of Chap Stick.

Females gravitated to this product and it was then that the brand decided to use influencer marketing to advertise to them more heavily. Female watchers enjoying their favorite Facebook and YouTube beauty reviewer found these products on those channels, and suddenly found them popping up in the newest and hippest music videos. Stars the females had grown up with like Britney Spears, and some that were newer to the game but just as popular like Taylor Swift and Miley Cyrus began showing off these products in their videos like props. EOS lip balm products are sold on Target stores and can also be bought online thru Ulta or via


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