EOS: Reinventing Lip Balm
Category: Beauty Products & Services
Brand/Client: EOS Products
Primary Agency: Juniper Park
How do you break through as a challenger brand in an already over-invested women's beauty market, competing against rich multinationals within a product category that no one really cares about?
In the case of EOS, you do it by designing a product as innovative, thoughtful and charming as the EOS Smooth Sphere lip balm, and then radically altering the consumer perception of just how appealing a lip balm can actually be.
The US lip balm category is $400 million annually, stocked with brands that are well established and have the strength of multinational companies behind them. The top 4 brands have a combined 65% share and there are about 200 additional brands with less than 1% share each. Moreover, in the year prior to the EOS launch, a large branded skincare company ("Competitor") entered the lip care category spending approximately $30MM to achieve a 6.3% dollar share. EOS was entering a hyper competitive category, with fewer skus and a significantly lower spend than Competitor, or the top brands.