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Softlips introduces lip balm with breath-freshening flavor technology


ORCHARD PARK, N.Y. — Softlips lip balm announced today the company will offer an innovative twist on lip hydration with the brand's latest portfolio addition. New Softlips Intense Moisture, a cutting-edge lip balm that saturates lips with moisture while breath freshening technology adds a minty flavor.

The Intense Moisture lip balm line will debut in cough and cold aisles in major retailer locations nationwide September 2013.

"As part of our commitment to exceed consumers' needs and stay true to Softlips' long legacy of flavorful lip balms, we were inspired to create a new generation of Softlips lip balm," says Katherine Tocheff, Director of Marketing and Innovation Skin Care and Lip Care, The Mentholatum Company, a division of Rohto Pharmaceutical Co., Ltd. "Giving the consumer a richly moisturizing formula that restores softness and hydration to even the driest lips while taking our signature flavor expertise to the next level."

Softlips Intense Moisture lip balm is available in three flavors: Softlips Berry Mint, Softlips Citrus Mint and Softlips Double Mint.

In addition, Softlips is providing the consumer more ways to "hydrate deliciously" with additions to the 2013 summer product line up. Softlips Flavor Fusions coupled with new and improved Softlips Tints will be sold at Ulta Beauty.

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