When EOS launched its spherical, multicolored lip balms in 2009 — lengthy earlier than the phrases “lip therapy” entered the mainstream magnificence lexicon — it introduced a then-nascent sense of play to the class, propelling the model’s reputation amongst youthful tween and teenage shoppers.
Even because the model expanded into shave merchandise within the years that adopted, lip care continued to reign as its largest gross sales driver (and, within the eyes of many, emblematic of the early 2010s).
Quick ahead to the tail finish of 2020 when, within the midst of pandemic lockdowns, EOS forayed into physique lotion with its 24H Moisture vary, it discovered itself as soon as once more positioned on the precipice of a class growth — and has managed to safe its standing because the fastest-growing physique lotion model within the mass market annually since.
“The concept was to take the issues individuals cherished about EOS — the moisturizing and skin-soothing advantages, that visually pleasing design out there in mass-market distribution — and produce it to physique care,” mentioned Soyoung Kang, chief advertising and marketing officer of the model.
Coming in scents starting from Vanilla Cashmere to Coconut Waters and retailing for $10.99, the physique lotions immediately went viral, aligning not solely with the gourmand perfume development that ensued shortly after, but additionally the growth in multistep physique and bathe routines which noticed an increase on TikTok (on this case, dubbed “ShowerTok”) in the course of the COVID-19 pandemic.
“We now have new generations of magnificence followers who’re first getting launched to the model by way of physique lotion, which is an fascinating evolution and pivot for us as a model,” mentioned Kang.
At present, physique care contains greater than 50 p.c of the model’s complete enterprise — and EOS is trying to increase its physique care empire additional with the launch of its Shea Butter Cashmere Physique Washes.
EOS Shea Butter Cashmere Physique Wash in Recent & Cozy, $9.99.
Courtesy
Retailing for $9.99 at Goal, Walmart, Amazon and direct-to-consumer, the pH-balanced, gel-cream cleansers are available in 4 scents and are estimated by trade sources to do $30 million in gross sales throughout their first yr in the marketplace.
“The aim is to enter classes that possibly have gamers which are about efficiency and efficacy, and separate gamers which are about perfume and taste, and have the ability to supply a product that does each with excellence,” mentioned Kang, who claims that EOS has contributed 80 p.c of the mass market’s complete physique lotion gross sales progress over the previous yr.
“In mass aisles, the physique lotion top-slot holders have all the time been extra therapeutic manufacturers which aren’t scented,” she continued. “This complete revolution of bringing [sensorial yet efficacious] physique lotion from the status market to mass market aisles is one thing we’re proud to have performed a component in ushering — we purpose to duplicate that in physique wash.”
Added EOS chief govt officer Jonathan Teller: “Physique wash is the most important class throughout the [body care] phase, making our entry a big step ahead.”
Whereas he mentioned the model continues to develop its shave and lip care companies, “physique care represents essentially the most strategic alternative for long-term progress.”