Just a few years ago, you were sure to see every Millennial toting around the orb shaped, brightly colored Eos lip balm. From celebrity endorsements to creative social media messaging, this brand was on top of the world. But just as quickly, it became a social brand pariah.
Eos was one of the first to successfully implement and utilize celebrity and influencer social marketing. Miley Cryus, Kim Kardashian and Demi Lovato were just a few of the powerful names that endorsed the brand. The brand’s use of popular hashtags including #EOSOBSSESSED and #YUMMY, helped propel it to stardom across platforms.
Photo credit: Digiday
Eos’s packaging also served to differentiate the brand among its many indistinguishable competitors. The round, brightly pastel-colored containers combined with a variety of unique flavors proved a recipe for success. Eos also capitalized on the communal feeling created by it’s brand evangelists. Millennial women quickly gravitated toward the brand’s messaging and feeling of involvement.
Just when it seemed like Eos was at the top of its game, the social media crisis hit. In early 2015, a Rachel Cronin filed a lawsuit against the brand. Cronin claimed that after using the lip balm once, it caused burning and rashes on her mouth. She posted photos stating that the brand was using deceptive and misleading advertising and marketing, alleging that Eos knew it product was faulty. The vehicle that helped the brand attain pervasive awareness was soon to become its downfall. A number of other customers shared similar stories on their social media platforms and a media firestorm ensued.
Of course, the ultimate downfall came from the product itself. Eos had relied too much on celebrity backing, and those influencer partners immediately backed out to avoid being linked to the crisis. With no way credible way to speak to consumers, the brand floundered as it tried to address health and safety concerns. To make matter worse, competitors copied the once-unique packaging, and the novelty of the brand dwindled further.
In the end, what made Eos a superstar brand ultimately could not save it from itself. The jury is still out on whether Eos will ever be the same, but of course, everyone loves a good comeback story.
Like this post? Check out past blogs in the archive below.