ABOUT EOS

Evolution of Smooth (most commonly known as eos) is all about awesome-ifying everyday care! They are known for their iconic shaped lip balms and have been making stylish, colorful, fun and effective beauty products, including lip balms and moisturizing treatments, hand and body lotion, and shave creams since 2006. Their mission is to use the highest-quality ingredients to make products that perform and deliver moments of pure joy.

With all of their products being 100% natural, eos is known to be the #1 organic lip balm brand. They are committed to creating products with the best ingredients (they have 30+ ingredients and fragrances), while also being mindful of the impact on our planet. Many of their formulas contain sustainably sourced ingredients, including shea butters, oils and beeswax.

eos is all about awesome sensorial experiences. From the feel, the flavor, and the fun in how they work, each aspect of the customer experience is designed to be as sensorial and efficacious as possible.

WHAT TO KNOW WHEN CREATING CONTENT FOR EOS

• Audience: eos audience is predominantly women ages 18-34, but they'd like to broaden their approachability for a more inclusive (male, female, non-binary), Gen Z & Millennial consumer. This consumer segment values authenticity, transparency and an unabashed realness in their brand relationships. They want to see themselves in the eos brand, as they really are. Not heavily filtered, stylized, or perfect. This consumer amplifies imperfections proudly and appreciates brands that don't try to sugar-coat situations with rose-colored glasses. This consumer wants brands with values that extend beyond their product promises and are promoting positive change.
• Brand Personality: 
  1. Surprisingly Delightful: means always showing up in the most refreshingly, positive and unexpected kind-of-way. This is about keeping them on their toes. Helping them stay away from the routine and embrace life’s smallest, but often most fun and delightful surprises.
  2. Relatable to everyone's everyday: means being there for them day-in-day out and understanding their blended reality. It’s not about the special occasions, or about one size fits all–– It’s about feeling relatable and tapping into their everyday moments regardless of whether they’re big or small.
  3. Constant fun: means sharing our consumers’ mindset of not taking life too seriously and looking at things with an always sunny, even if it’s gray, lens. And, it also means that it’s not a one-time event, it’s the kind of fun that’s ‘always on’, constantly being sought after, because life’s too short for it not to be always fun.
• Platforms: eos focus is social-first, so we highly recommend you check out their social channels, especially Instagram and TikTok
• Tone: Humorous, fun, cool, quirky, weird, zany, colorful, clean, fresh, sensorially pleasing, and most importantly, awesome! 
• When participating in eos projects on Tongal:
  • DO: spell eos with lower case 
  • DO: show a diverse array of real people (i.e. race, gender expression, body type) 
  • DO: add a cool factor to your work that's authentic but still very approachable
  • DO: strike a balance between being playful, but also aspirational - fun shouldn't mean childish
  • DO: aim for more authentic shots vs too highly produced studio shots (i.e. incorporate more natural lighting, textures and less-than-perfect lifestyle imagery) 
  • DO: play with text overlays and use azo font style within the Adobe Typekit
  • DO: come up with fun, creative and authentic concepts that are social-first 
  • DO: emphasize the eos colors and products as the hero shot in its environment 
  • Do: focus on the iconic thumb print and shape of the lip balms, not the logo as much 
  • DO: play with the gooy-iness of its ingredients and make it look sensorially pleasing 
  • Do: show the caps off the lip balms, especially the spheres. You can complement a stick and balm, with one cap on and one cap off for example. 
  • DON’T: make the content feel busy, overly cluttered, or clash in color with the products
  • DON'T: make the colors too saturated, the product colors need to pop out 
  • DON’T: shoot the products overhead, thereby losing the focus on the products and making it look like a pimple