To create a multi-million dollar sensation, it has to be imaginative, unique and universal, and that was the mission for Mehra and Teller when they designed the fantastic EOS lip balms. EOS stands for the Evolution of Smooth and with this concept in mind; Mehra founded the company that was to become the top lip balm producer for women across the globe. Seven years ago, EOS was only in Walgreen Drug stores, but today, it is a $240 million worth lip balm company, available around the globe, and its influence is only growing.
Until EOS hit the market, lip balms were either Blistex or Chapstick and the variety of inexpensive brands that subsidized the market. Mehra and Teller saw that there was a place in this industry for a spectacular product, so they used their imagination to create a natural, organic, pleasing and tasty lip balm. They appealed to females age 25-35, and they did it at a comparable price.
This flavorful, natural lip balm in an orbital container soon began to be the lip balm in many girl’s purses. Miley Cyrus, Christina Aguilera, and Kim Kardashian were only a few of the celebrities that chose the organic EOS lip balm as their favorite brand. Mehra and Teller were using innovative concepts to recreate the brand; they took the established lip balm and made it fun and flavorful.
But, they did not want EOS to be taken as a fad, so in an effort to prevent that from happening, they are making the Evolution of Smooth story an open book for their Facebook fans. This story is designed to open up communication between EOS and its customers. Mehra and Teller focus on an emotional connection with the users, instead of making it just another product. The motto they chose fits their intention, “The lip balm that makes you smile.”