Maybelline NY to launch its first line of lip treatment products

NEW YORK — Maybelline New York has stepped into the lip treatment category with the creation of its new Baby Lips Repairing Lip Balm with SPF 20.

Baby Lips, which will be available at mass-market retailers beginning in October, comes in six variations and promises to make lips softer and smoother in as little as one week.

“Lip balms have proven to be an essential daily accessory for many women,” stated Carolyn Holba, SVP marketing for Maybelline New York-Garnier-Essie. “With Baby Lips, Maybelline New York has created the lip balm women have been craving: the repairing benefits of a treatment lip balm, with the option of color payoff in a playful fun pack.”

The formula features an exclusive botanical cell renewal concentrate with centella asiatica. This natural botanical plant, native to India, Sri Lanka, Australia and other parts of Asia, promises to improve lip coloration and reduce the appearance of fine lines. Vitamins E and C, plus shea butter, aloe and camphor provide moisturization.

Baby Lips Repairing Lip has a suggested retail price of $3.99 each and comes in six SKUs:

  • Two clear: Quenched and Peppermint; and
  • Four tinted: Cherry Me, Pink Punch, Grape Vine and Peach Kiss.
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