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Softlips thinks outside the tube

BY Antoinette Alexander

In 1992, Softlips launched its first lip balm targeting women with its unique slim stick packaging, and now the brand is thinking outside of the “tube” with its new Softlips Cubes.

(For the full report, including charts, click here.)

The dome-shaped balm, which hit retail shelves earlier this year, delivers a 5-in-1 formula to hydrate, replenish, smooth and protect lips while adding a touch of shine. The formula also has SPF 15 to help protect lips.

Launching in November for the holidays is the seasonal edition in pomegranate blueberry for $3.49.

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Clio’s Mwah targets tweens, teens

BY Antoinette Alexander

Mwah, which is a Clio brand, is targeting tweens and teens with its new lip care range that is wrapped in bright, fun packaging for mass appeal.

(For the full report, including charts, click here.)

The all-natural, eco-friendly product is infused with natural moisturizers and lip conditioners, such as mango seed butter, macadamia nut oil, shea butter and vitamin E. The collection, which is expected to debut at the National Association of Chain Drug Stores Total Store Expo this month in Boston, features such flavors as Sweet Tart, Mango Tango and Creamsicle.

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Bold colors pop, while gloss declines

BY Antoinette Alexander

With beauty mavens still embracing the bold lip trend, the lip gloss segment has lost some of its shine, as sales experienced a double-digit decline.

(For the full report, including charts, click here.)

According to the latest data available from IRI, the overall lip category dipped nearly 2% during the 52 weeks ended June 15 at U.S. multi-outlets. While sales of lipstick rose nearly 4%, sales of lip gloss during the same period declined nearly 15%. Lip treatments, on the other hand, took the biggest hit, dropping about 49% during the 52-week period at U.S. multi-outlets.

However, manufacturers are not resting on their laurels. Looking to jazz up the segment, they are looking to appeal to specific consumer groups, such as tweens and teens; are creating fun, unique flavors; and are infusing ultra-moisturizing ingredients like shea butter; vitamins A, C and E; and adding SPF to help protect lips.

Beauty companies also are increasingly kissing those traditional lip gloss tubes goodbye to bring renewed energy to the category through innovative packaging to help the product jump from the shelf.

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