Lip balm is a product used by men and women for the prevention of dry, chapped lips. For decades there has been little competition in the area of lip balms. Consumers are used to the lipstick like tubes of lip balm placed next to the check-outs at convenience and grocery stores. Lip balms make a great impulse buy for shoppers.
Now there is a new player in the lip balm game. Evolution of Smooth is targeting the beautiful crowd with its chic advertising image of a fresh female face adding protection to the lips on her perfect face. The image works. The message says lips need to be soft and smooth and kissable.
The target audience is young women, teens through forty, who adhere to the idea that surface beauty is everything. The world of popular culture is filled with pretty young faces living the good life, driving luxury vehicles with the blacked out windows rolled up so that their perfectly coiffed hairstyles won’t be mussed up. Barbie is now a Kardashian behind the wheel of her Bentley.
The evolution of smooth (eos) merchandising on Ulta is brilliant and comes at just the right time. Users of lip balm now have another choice with a myriad of flavors and an unusual non-tube like dispenser. The flavors of passion fruit and blueberry seem enticing and only slightly risque. The packaging makes the strongest statement, and buyers are tempted to try the product just to see how the dispenser works. The company has made the curiosity factor an important part of its marketing concept.
It will be hard not to try this new lip balm alternative, Evolution of Smooth.
See the broad selection of flavors of lip balm and other eos products on their website. Visit the EOS Linked In page for more info.