eos (evolution of smooth) is a highly successful and highly recognizable brand that has truly changed the beauty and personal care segment. eos co-founders Jonathan Teller and Sanjiv Mehra started the company, based in Manhattan, NY, to “improve everyday beauty rituals for women.” I talked with them to get the scoop on who the brand is, how packaging plays an important role and why eos has reached cult status amongst users. Don’t believe that one? Check out all of the social media pics, posts and celebrity selfies that feature the iconic lip balm.
eos set out to build a brand with a clear vision and a specific consumer base – women 27-29 years old who have an interest in beauty but not an obsession. The consumer is curious and “in the know” culturally. Teller and Mehra developed the brand built on intuition and observations in the marketplace, with a focus on what’s missing in market.