How Fabletics’ Positively Reviewed Products Enhanced the Company’s Growth

Companies have to be on the lookout for new customer trends. A customer is the heartbeat of any business, and entrepreneurs have to devise igneous ways of acquiring and retaining them. Companies such as Fabletics are constantly studying the market for new consumer behaviors. Recently, it was established that the 21st Century consumer relies on reviews to decide whether to acquire a product or shy away from it. Marketers are swift to respond to consumer behaviors, and forward-thinking marketers, like those at Fabletics, have resorted to review-centric marketing strategies also referred to as crowd.

Fabletics was established in 2013 by Kate Hudson, Don Ressler, and Adam Goldenberg with the aim of providing stylish, reasonably priced, and quality athleisure clothing. The company initially targeted the US market, but one year after it was founded, Fabletics went global. Presently, the company has operations in German, France, and Canada among other international markets. Although Fabletics had primarily targeted women, in 2015 the company introduced athleisure clothing for men. Pundits claim that Fabletics has grown by over 200% since 2013; also, the company enjoys revenues amounting to over $235 million. Fabletics uses an online membership platform, and the company is proud of over one million paying members.

Fabletics’ growth strategy is no longer a secret. The company is among the leading enterprises that have utilized review-centric marketing strategy. The company’s online presence is conspicuous. Fabletics has a website,, through which members can purchase products, get started, or sign in among other functions. One of the founders, Kate, is a well-known actress. She is admired by many for her athletic physique, and her presence on the website—fully dressed in Fabletics gear—has encouraged her followers to acquire Fabletics products. Kate also samples (reviews) her favorite Fabletics products each month, and the products are available for online users to view.

With the advent of the internet, many consumers use online reviews to assess a product. Consumers wholeheartedly believe the reviews they find online. A BrightLocal research concluded that 84% of online users trust online reviews as much as a product recommendation from a close friend. The research further reveals that many internet users research businesses in the web frequently; it is paramount to say businesses need to have a striking online presence.

A research firm L2 surveyed major brands and made some conclusions. 76% of renowned consumer brands use reviews on their websites to increase sales. Beginning in 2014, the number of brands embedding reviews on their websites rose by 70 %. Although there are many types of reviews, “user reviews’’ is the most sought after. Positive online reviews are beneficial to companies in many ways. The reviews improve search engine rankings, increase the number of people visiting a website, and grow revenues.

Kate Hudson is an iconic actress who has contributed immensely to the success of Fabletics. The actress has used her fame to popularize the company. Kate’s partners affirm that Kate is a hands-on person who is deeply involved in the running of the company. Recently, she was at an event that saw Fabletics collaborate with Demi Lovato.

EOS vs Chapstick vs Burt’s Bees

The Oral Care Industry is very popular, profitable, as well as oversaturated thanks to it’s hundreds if not thousands of products. The main players always seem to be Chapstick, Burt’s Bees, and Blistex, but did you know that there’s a new and improved version of these brands on the market today? This more refined version is known as Evolution of Smooth and it has shook the industry up by it’s eclectic style. Evolution of Smooth seems to be a brand that is on steroids when being compared to others. The products can be bought at Well, Wal-Mart, Target, Ebay, Amazon(, Walgreens, and many more locations. Much of it’s success come from a myriad of reasons such as being 95% organic, contains no chemical additives, Comes in a variety of flavors, and just being downright better.

Many similar brands can’t compete because they’re either dull/boring, contains harsh chemical additives that can lead to breakouts, lack natural ingredients, and poor marketing. Selling over 1 Million units per week isn’t bad also, but the main thing to mention is that it delivers on all promises. Being a universal product doesn’t hurt as well because both male and female customers use the product faithfully. Evolution of Smooth’s fan base is immense with 700,000 Instagram followers and over 161,000 Twitter followers. The brands has racked up more than two million likes as well.

Since it’s inception back in 2009, this brand has steadily climbed in rank and as of today EOS lip balm is ranked number two in sales behind current leader Burt’s Bees. Expectations are looking to be around $2 Billion in profits for the year 2020. The future of this once bland industry is looking much more productive and thanks to EOS, it will continue to grow in popularity much more efficiently.


Shedding Light on the Success of EOS Lip Balm

The lip balm revolution has taken more than a century. Previously, individuals were limited to either the original tasteless version or the spring for cheer or mint, especially for those in need of going wild. However, the situation has changed since the inception of EOS about seven years ago. EOS is an acronym for Evolution of Smooth.

Popularity of EOS Lip Balm

In fact, various beauty editors at Allure and Cosmo have also been talking about the lip balm, especially regarding various flavors such as grapefruit and honeydew. Various celebrities such as Kim Kardashian, Miley Cyrus and Christian Aguilera have also played a significant role in popularizing EOS lip balms.

Although EOS products ( are widely advertised in both fashion and beauty magazines, the founders of the company only revealed their business strategy recently. During an interview with Fast Company, the founders unveiled details about how they established a $250 million company. According to Kline, a research and consulting firm, EOS stands second to Burt’s Bees as the best-selling lip balm in the US. It has managed to outpace various brands like Blistex and Chapstick, which have been in the market for a long duration.


Sanjiv Mehra, Craig Dubitsky and Jonathan Teller are acknowledged for the inception of EOS. However, Craig left prior to the launch of EOS to manage Hello Products, a new oral care company. The lip balm field or category appealed to them as an ideal choice for innovation since the available candidates were no different from the century-old predecessor.

Marketing EOS

In a bid to create a buzz around EOS products, the founders targeted millennial women who were style conscious, especially between 25 and 35. Although they advertised EOS products in a similar manner like other brands, they also talked to several bloggers. The bloggers talked about EOS on social media sites like Instagram, Facebook and YouTube. In fact, they got into endorsements and product placements with millennial celebrities like Miley Cyrus.Visit the company’s website at

More information on EOS is available via


How Naomi Campbell Defined Supermodel

The Definition Of Supermodel

Rising to prominence in the late 80s Campbell was then known as one of only 6 supermodels. Scouted by modelling agent Beth Boldt at the age of 15. Her beauty and determination helped her stand out as one of the first black models to acquire international fame. As one of the first black models to reach world renown she helped to break down racial barriers and pave the way for her successors like Tyra Banks and other models of color. Even after she retired from the runway Naomi Campbell continued to remain just as relevant across the world.

The Path To The Runway

Even before her first walk on a runway Naomi had already made public appearances. Since the age of 8 she was featured in commercials and even some music videos. Her modelling career truly began when she was 15 in 1986. That year she was scouted by Beth Boldt to work for her modeling agency. Naomi Campbell accepted the offer and was quickly propelled onto the international stage. At this point Naomi Campbell was finally able to fit the definition of a supermodel. The biggest names in fashion sought after her, she was on the cover of Vogue magazine, and her name was forever engraved into the public mind.

Life Off The Runway

Although supermodels went out of style after the 90s Naomi did not fall with them. She was able to branch out into other fields and further solidify the status of her name. Campbell has attached her name to everything from music albums to movies and even reality tv. The ability to continue to connect after decades in the limelight is exactly why Naomi Campbell defines the word supermodel.