March 05 2014
Over the past few years, I’ve noticed the popularity of a colorful egg-shaped Lip Balm amongst twenty-something women wherever I go. This runaway success is from eos, which stands for the “evolution of smooth” and whose tagline “Having a delightful twist on Lip Balm” seems to be working out well for them. The packaging is unique, and compelling, so the allure and differentiation of the product begins on the outside, before you even get to the flavor or color of the balm itself.
I first saw the eos lip balm a few years ago at a charity event I participated in on behalf of MTV’s Save the Music Foundation. The brand is fully committed to their demographic, as evidenced by its product placement in Miley Cyrus’ fun, but highly controversial music video of her summer hit, We Can’t Stop. Lots of celebrity product placement followed, with Kim Kardashian, Kristin Cavallari, and Nicole Scherzinger seen using the “egg”. With the power of celebrity influencers, many young women are using eos daily. At an inexpensive $3.99, eos even rang up sales as a popular stocking stuffer this past Christmas in their target demographic.

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Now, all of you know how much I love mythology, and
eos is also the name of the Goddess of the Dawn, who rose each morning at her home at the edge of the ocean. She is usually depicted as a beautiful woman whose robe is woven in flowers, and has wings like a bird. She is considered to be the genesis of all of the stars and planets, and her tears form the morning dew. A name like
eos is filled with high aspirations, and the brand would like to imbue this sense of power and authorship into the confident young women who buy their products. Interestingly enough, the brand is marketed only to women – there are no unisex colors, or flavors, so they have clearly marked out their brand strategy to consolidate their market preeminence with their chosen demographic.
It turns out that the company makes other products too, such as hand and body lotion, and shaving cream. Who knew? I wonder how they are doing with these brand extensions, as I’ve only seen that popular egg. My intern carries around her Blueberry Acai egg every day, and my old assistant pulled out her yellow pastel egg at the slightest provocation. Would this brand be as popular without its unique shape? It seems possible, as it is also organic, with fun flavors, which is also totally on-trend, and popular with its target audience. Smart brand, smart design, smart packaging, all very focused, resulting in deep market share.
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Tags: packaging, differentiation, products, brand, demographic, celebrity, target, mythology, aspirations, women, strategy, market, brand extensions, organic, on trend, design
January 23 2014
Many may
view kitchenware shopping as a boring chore, but Fishs Eddy makes the
experience totally fun and enjoyable. Honestly, it’s less like shopping, and
more like the easiest treasure hunt you’ve ever done. Fishs Eddy is fully
stocked with one-of-a-kind vintage and vintage-inspired pieces. They have
literally everything you need, and plenty of things you never knew you needed
so much. The merchandising and display reinforce the sense of personal fun, yet
its true power is in being tied to our memories of a solid America that many of
us have only experienced through books, movies, and the things we buy and the
homes we create. So the brand is about a personal, universal, and romantic view
of America, much like an uber brand like Ralph Lauren, or even a mall brand
like Anthropologie.

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Fishs Eddy
is a consistent and well-managed brand that has been around since 1986, one
that has weathered many trends in home décor and entertaining. Shoppers respond
to their casual vibe and country flea market "general store"
environment, where hand-painted signage and wooden crates spill over with
sturdy china bowls and plates. Even with their rustic aesthetic, the designs
still feel relevant and on trend — a perfect example is their recent
collaboration with minimalist, stylized wildlife illustrator Charley Harper.
The pieces he designed with Fishs Eddy are crisp and modern, yet their retro,
mid-century feel fits in perfectly with the brand’s thrifty, eclectic
atmosphere and products. I can just as easily imagine a 50’s southern housewife
shopping here, as well as a hip, young New Yorker. The shoppers around me were
saying that it’s simply impossible to leave without purchasing at least one
tiny cup.

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The
takeaway: Know your brand, and manage it well. Know your market, and hit your
market with consistent brand touch points. Have a think on that, and then we
can meet for some apple pie and
coffee, served on Fishs Eddy’s dishware. Later!
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Tags: shopping, display, merchandising, memories, home décor, trends, brand, on trend, market, touch points, aesthetic