NEW YORK — Eos has entered the over-the-counter (O-T-C) category for the first time with the introduction its new Ultra Care Collection. The line consists of two ultra-replenishing, ultra-moisturizing lip balms that work to protect, correct and soothe.

The Hero Extra Dry Treatment is said to relieve severely dry lips with a supercharged swipe of instant moisture. This hypoallergenic treatment is said to turn lips ultra soft with 24-hour hydration.

The Fixer Medicated Lip Ointment heals and repairs painfully dry lips. This multi-power, icy cool formula temporarily relieves pain associated with cold sores or fever blisters, while protecting dry lips with a super cushiony layer of long-lasting hydration.

“We conducted consumer research with over 800 people to ensure that our Ultra Care launch would succeed. The most exciting component was the eye-tracking technology to see how our product stands out on the shelf in a virtual store, as well as what words and images consumers look at (and in what order) on the product itself,” said Soyoung Kang, CMO at Eos.

“The technology itself is incredible. Imagine, being able to tell exactly where your consumers eyeballs are landing while they’re shopping in a retail store, knowing when and why they pause, and what it is catching their eye.  Our research results were outstanding. What we found was that Ultra Care has stopping power and stands out in the O-T-C section, resulting in over 80% of respondents stating their desire to purchase Eos Ultra Care versus the existing competitors,” she concluded.