According to Fast Company magazine one of the things that was important to Sanjiv Mehra, one of the co-founders of the upstart beauty company Evolution of Smooth (EOS) was how the people who bought his products felt as they used them. When he and his cofounders found that the female consumers they were interested in making products for did not find the process of using lip balm to be fun they wanted to change that. As Mehra put it he and his partners wanted their lip balm to offer “moments of delight” to their customers. One of the obvious ways that they have successfully accomplished their goal is by choosing packaging that appeals to a customer’s sense of touch. Before Evolution of Smooth made its debut in the world of drugstore beauty aisles there wasn’t anything else that looked like it. In fact, as Fast Company pointed out, the design of most lip balm products had gone unchanged for nearly a century. The company’s small orbs made using lip balm just a little more special to consumers.
Evolution of Smooth’s packaging is not the only product feature that sparks delightful moments for the people that buy it. The flavors that the company has formulated also create a positive experience for the consumers that use it. The brand features flavors like Summer Fruit, Acai Blueberry and Strawberry Sorbet. These flavors can keep customer’s lips happy by offering the organic moisture that comes from the shea butter and jojoba oil that is part of the lip balm’s organic formulation. They can also delight customers by tasting and smelling like the sorts of fruits that ripen during the summer. Many people have memories of going to strawberry and blueberry patches during summer break to pick berries that were ready to be harvested. Customers have remarked that the Summer Fruit flavor which is a mix of peach, strawberry and blueberry reminds them of that time of year. Those customers who have memories filled with summers drinking lemonade and eating tangerines will probably like the Medicated Tangerine and Lemon Twist flavors. For many customers EOS lip balm is everything that they love about the summer in a small package that’s easy to carry and easy to find when they need it.