The fusion of fashion and beauty is kicking up sales of both Keds sneakers and EOS lip balm. Following a successful collaboration last spring, Keds and EOS are rolling out another collection this month.
Three sneaker shades, borrowing flavors and colors sold by EOS, a lip balm associated with its unique sphere shape, are being introduced this month as an exclusive at Shoe Carnival. Simultaneously, the lip balms will bow at retailers including Target, Wal-Mart, Ulta Beauty and CVS, retailing for about $3.29.
The lineup includes Keds EOS Champion in White Gold, Keds EOS Double Up in Natural Silver and Kids EOS in Black Silver teamed up with Vanilla Bean Lip Sphere.The sneakers retail for between $50 to $55. An EOS lip balm is packaged with each shoe.
EOS has also produced lip balms in tandem with designer Rachel Roy and Disney.
“What’s unique is that for the first time I am aware of, we took a beauty brand and put it into apparel and inspired an apparel collection, usually it is the other way around,” said Sanjiv Mehra, managing partner of EOS.
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Added Chris Lindner, president of Keds, “Collaborating with EOS provided us with the perfect opportunity to combine two of our ladies’ favorite things: Keds and EOS lip balm. The response to our spring collaboration was phenomenal, selling tens of thousands of pairs at retail.” Lindner said there was interest in bundling the two logos after seeing positive response from an Instagram post showing them together.
Mehra added there was a halo effect on lip balm sales in retail doors that don’t sell footwear. According to AC Nielsen data for the 24-week period ended June 6, 2015, EOS holds the number-one dollar share in lip balm in mass doors. EOS, retailers said, has carved out a unique spot in the market since the high-recognizable package sells in both specialty and mass environments.