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ORCHARD PARK, N.Y. — Mentholatum has announced the launch of its new Softlips Gloss line in pearl and coral shades.
This line extension expands on the Softlips "So You." campaign, which was launched last year with new packaging graphics, an updated logo, Facebook efforts and a new ad campaign.
With the popularity of lip gloss on the rise, the company stated that it wanted to provide its current lip balm and tint users, along with potential new Softlips consumers, with the option of color, SPF and shine in one product.
“These new gloss products are a great addition to our balm and tint lines, allowing the brand to remain as a trend-setter in our category, yet stay at an affordable price point for young women who look to our retailers for affordable beauty solutions,” Softlips director of lip care marketing Derek Hills said.
“We’ve had an exciting few days on our Facebook page with connecting with our fans, generating buzz about reaching the 1 million milestone and giving them an exclusive offer,” Hills added. “The special offer was for 10,000 free Softlips Glosses, and we had a tremendous response.” The new Softlips glosses are available in two shades: pearl gloss and coral gloss. Each sheer shade flatters every skin tone and both have a light, brown sugar flavor. They provide sunscreen with SPF 10 and are available with a no-mess wand applicator.