ORCHARD PARK, N.Y. — The Mentholatum Co. has extended its Softlips lip balm line with Softlips Intense Moisture.
The company said Monday that the new offering brings an innovative twist to lip hydration: A lip balm that saturates lips with intense moisture and delicious flavor, while breath freshening technology adds a rush of minty coolness to your breath.
Plans call for the Intense Moisture lip balm line to roll out to cough-and-cold aisles in major retailers nationwide in September.
Softlips Intense Moisture lip balm will come in three mint flavors: Softlips Berry Mint, Softlips Citrus Mint and Softlips Double Mint.
"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, 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," stated Katherine Tocheff, director of marketing and innovation for skin care and lip care at Mentholatum, a division of Rohto Pharmaceutical Co.
Mentholatum added that Softlips is providing consumers more ways to "hydrate deliciously" with additions to its 2013 summer product lineup. Softlips Flavor Fusions coupled with new and improved Softlips Tints will be sold at Ulta Beauty.
