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A New Lip Balm Plus Breath Freshener

Softlips has added a new benefit to its lip balm.

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By: Jamie Matusow

Editor-in-Chief

Softlips lip balm is launching Softlips Intense Moisture, in September 2013.

The lip balm moisturizes, plus it has an added benefit – breath freshening technology. Softlips Intense Moisture lip comes in berry mint, citrus mint and 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,” says Katherine Tocheff, director of marketing and innovation, The Mentholatum Company, a division of Rohto Pharmaceutical Co.

Tocheff continues, “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.”

In addition, Softlips Flavor Fusions combined with improved Softlips Tints are being sold at ULTA Beauty this summer.

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