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...