eos: Reinventing Lip Balm

EOS, a small, independent start-up brand, was entering the hyper-competitive US lip balm category which contained more than 200 brands, several backed by multinational companies.

eos: Reinventing Lip Balm

Juniper Park

Section I — Basic information

Business Results Period (Consecutive Months): September 2009 - June 2012

Start of Advertising/Communication Effort: August 26, 2009

Base Period as a Benchmark: N/A - New Product Launch

Section II — Situation analysis

a) Overall Assessment

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 the EOS Smooth Sphere Lip Balm, we created an insight-driven brand platform that would radically alter consumer...

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