Spring products help keep smiles on consumers’ lips
NEW YORK —While lip care and lip treatments are an important must-have during the harsh winter months, there’s no denying that it also is critical to keep lips protected, moisturized and looking oh-so-kissable during the summer season, whether you are hitting the beach, cruising in the convertible or simply relaxing in the park.
According to the most recent U.S. skin care report by Euromonitor International, lip moisturizers experienced a 9% value growth in 2007, reaching $305.4 million. Going forward, these products—which are widely used by men, women and children—are expected to do well, growing 12% to reach $341.4 million by 2012 (at constant 2007 prices).
As some manufacturers have discovered, the lip category can be a bit tricky as—depending on the retailer—lip care and treatments might be purchased by the beauty buyer for placement in the beauty aisle, while, in other cases, they fall under the watch of the OTC buyer, only to be merchandised in the OTC section. Judging by the influx of new lip products, the line appears to grow increasingly blurred, as manufacturers strive to catch the eye of beauty mavens.
One such example is Carma Labs, the makers of Carmex. With the development of its new Carmex Moisture Plus, the company is branching out into a premium lip position, solely appealing to women.
The new subtle stick features a clear, satin gloss finish delivered via a slant tip, is formulated with vitamin E and aloe, and avoids the yellow packaging that typically identifies a Carmex lip offering. It can be applied either under or over traditional lipstick. The cosmetic play is expected to draw new users, the company stated.
Coty Inc.’s Sally Hansen brand has developed for 2009 several new products for lips, including a Miracle Care lip saver and Age Eraser lip treatment. The Miracle Care lip saver promises to increase lip moisture instantly by 89%, and is infused with moisture magnets, ceramides, amino acids, vitamin E, yeast extract and an antioxidant superfruit blend. The Age Eraser lip treatment is a triple-action formula designed to reduce lines, rebuild lips and improver hyper-pigmentation.
Personal care company Eos Products, which launched about a year ago with environmentally friendly shave creams for women, is now expanding its portfolio to include lip care.
For 2009, the company is launching its new smooth sphere and smooth stick lip balms, which are both 95% certified organic and 100% natural. The smooth sphere lip balms are available in honeysuckle honeydew, summer fruit and sweet mint fragrances. For those looking for a more traditional lip balm package, there’s the smooth stick in vanilla bean, pomegranate raspberry and sweet mint fragrances.
The move follows the expansion in November of Eos’ shave cream collection. Later this year, the company is planning to launch a line of body lotions.
To support its product launches, Eos has developed a multi-pronged marketing campaign that includes public relations, sampling at such events as the Sundance Film Festival and other celebrity outreach efforts, college outreach initiatives and in-store promotions.
Hawaiian Tropic is expanding its lip offerings in 2009 with its new Aloha Kiss Lip Gloss Island Berry, which protects lips with SPF 20. The gloss is infused with vitamins and island ingredients. Hawaiian Tropic already offers aloe vera lip balms with SPF 45+.
Meanwhile, as previously reported by Drug Store News, Beiersdorf’s Nivea brand entered the lip care market in 2008 with is Nivea Lip Care. Previously available in Europe under the name Labello and Nivea Lip Care, the line of functional lip products was introduced to the U.S. market and includes such products as A Kiss of Rejuvenation anti-aging lip care SPF 4, A Kiss of Relief SOS lip care and A Kiss of Protection sun protection lip care SPF 30.