Mentholatum introduces new lip balm with breath freshening flavor technology

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

The new lip balm saturates lips with intense moisture and delicious flavor, while breath freshening technology adds an exhilarating rush of minty coolness to your breath for confident conversations and self-assured smiles. The Intense Moisture lip balm line will debut in cough and cold aisles in major retailer locations nationwide September 2013.

The Mentholatum director of marketing and innovation skin care and lip care Katherine Tocheff said, "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."

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.