EOS lip balm

Evolution of Smooth (more commonly known as EOS) is a privately owned beauty and skincare company based in New York City. EOS was founded in 2006 by Jonathan Teller, Sanjiv Mehra, and Craig Dubitsky. The company makes a variety of body care products such as lip balm, lotion, and shaving cream.[1] Its products are known for using natural and organic ingredients, as well as for their colorful, minimalist packaging and design targeted toward women.[2]

EOS
IndustrySkincare
Founded2006 (2006)
FoundersJonathan Teller
Sanjiv Mehra
Craig Dubitsky
Headquarters
New York City, New York
,
U.S.
ProductsLip balm, lotion, shaving cream
Websiteevolutionofsmooth.com

History

Jonathan Teller created the EOS lip balm in 2006. In 2015, EOS was the second highest-selling lip care in the world, with 11.5% of the market share in the United States.[3] The lip balms are sold at retail stores in 18 countries[4] and online through the company's website.

In 2017, EOS sold nearly 2 million units per week globally.[5]

Product complaints

Between August 6, 2014, and June 12, 2017, 126 complaints were filed to the U.S. Food & Drug Administration (FDA) by customers who experienced reactions to EOS lip balm.[6]

In 2016, a class-action lawsuit was filed against EOS, claiming that the lip balm caused bleeding and blistering. The preliminary settlement for those affected was a reimbursement with products, cash, or more depending on their reactions to the product. According to Buzzfeed News reports, “Affected consumers are eligible to receive either $75 for verified medical expenses, a $15 cash award, $20 worth of EOS products, or up to $4,000 depending on their injuries."[7]

Ultimately, EOS settled five proposed class action lawsuits. The final terms of the proposed EOS class action settlement were not disclosed, however, the company said it would include a warning on the lip balm packaging and the product website.[8]

The company later published on social media that its products are safe to use,[9] and the company placed safety tips on its packaging to warn consumers of potential irritation.[10]

Marketing

EOS products are known for using natural and organic ingredients as well as for their colorful, minimalist packaging and design targeted toward women.[2] In its early days, EOS relied on endorsements from celebrities, such as Kim Kardashian and Miley Cyrus, who frequently posted about EOS products on social media.[11] Consequently, Goldman Sachs included EOS in its list of top 50 brands "It Girls" love.[12] In March 2018, EOS launched an advertising campaign that provided free lip balm to customers of Kellogg's Special K products.[13]

References
  1. "Company Overview of eos Products, LLC".
  2. Segran, Elizabeth (2016-10-19). "The Untold Story Of How Lip Balm Upstart EOS Outdid Chapstick". Fast Company. Retrieved 2018-12-19.
  3. "Lip balm/treatment brand sales share U.S. 2015 | Statistic". Statista. Retrieved 2018-10-15.
  4. Belanger, Lydia (2017-03-14). "How a Beauty Startup Went From an Incubator to Selling in 18 Countries". Entrepreneur. Retrieved 2018-10-04.
  5. Belanger, Lydia (2017-03-14). "How a Beauty Startup Went From an Incubator to Selling in 18 Countries". Entrepreneur. Retrieved 2020-11-09.
  6. Nutrition, Center for Food Safety and Applied. "Products & Ingredients - EOS Lip Balm® Products". www.fda.gov. Retrieved 2018-10-04.
  7. Seals, Greg. "EOS Lip Balms Are Under Fire Again". Glamour. Retrieved 2018-12-26.
  8. "EOS Settles Class Action Lawsuit Over Lip Balm 'Blistering' Claims". Top Class Actions. 2016-02-01. Retrieved 2018-12-26.
  9. "Class-action lawsuit claims EOS lip balm damages skin". WREG.com. 2016-01-14. Retrieved 2018-10-15.
  10. "EOS lip balm lawsuit resolved, new packaging will include safety tip". TODAY.com. Retrieved 2018-10-15.
  11. https://www.independent.co.uk/news/world/americas/eos-lip-balm-accused-of-causing-bloody-and-painful-allergic-reaction-a6812631.html
  12. "GOLDMAN SACHS AND TEEN VOGUE: Here Are The 50 Brands That Young Women Love". Business Insider. Retrieved 2018-10-15.
  13. Christensen, Doreen. "Free Eos Lip Balms with purchase of Kellogg's products". Sun-Sentinel.com. Retrieved 2018-10-15.
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