Consumer Goods

Success: EOS Lip Balm

  • CAN376305
  • 16 Pages
  • November 2013
  • Consumer Goods
Summary
Brand guardians can benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns. This case study explores how EOS gained rapid traction as a desirable beauty accessory by creating a strong emotional attachment to the brand among its target market of young, style-conscious women


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

ReasonsToBuy
- Why is EOS Lip Balm considered an interesting case of success?

- What consumer insight underpins the initial success of EOS Lip Balm?

- Which consumer trends has EOS Lip Balm capitalized on?

- What can I learn from the EOS Lip Balm brand launch?

Key Highlights
EOS exemplifies how many modern beauty consumers have a latent appetite to embrace something that is new, fun, and different. Stylized products that fit nicely with women's sense of style, yet are delivered at accessible prices, are especially alluring.
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