Why are Eos lip balm containers round?

Here is the reasoning of the strange egg like container explained by Marketing Vice President Sherry Jhawar,. “The round idea came from consumer research—hearing women talk about how they could never find their lip balms in their bags or complaining about lip balm tubes rolling off a dresser. read more

Packaging and appearance: One of the most visible differences between EOS TM and discounted brands is the shape of the lip balm container. The EOS TM sphere is round on the top and flat on the bottom, whereas many other brands are flat on the top and bottom. read more