Evolution of Smooth is an innovative lip balm product that took the country by surprise more than seven years ago. What surprised many Walmart shoppers for stores as well as marketing professionals, was the way the product was packaged. Co-creators of the product Sanjiv Mehra and Jonathan Teller, conducted a panel discussion with women to find out what attributes they would find desirable in a lip balm product. Their objective was to introduce something that would be totally different than the current tube style container used for the leading brands of lip balm on the market.
Strategies That Paid Off
The information gathered from the panel was put to good use in designing the package for the Evolution of Smooth lip balm. Women had mentioned they would like a product that was easy to hold and apply. The design the co-creators came up with was a round ball that fit nicely in the palm of the hand. The balm itself sat inside the bottom half of the sphere where it could be easily applied to the lips. The panel had also informed the team at EOS lip balm about how women tended to purchase items that made them feel good. This helped them create a lip balm that not only made lips feel soft, but also appealed to the senses of taste and smell.
In an online article Sanjiv Mehra talks about the decision to create an innovative product that would become a staple for most women. While the cute little orb was appealing to women they wanted their product to be more than just a passing fad. This is what led them to enhance the sphere by making it available in different colors and creating different flavors for the balm. They even made the orb click when the top was placed back into place. Read full article on fastcompany.com.