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Marketing in Brief: Softlips

This article was originally published in The Rose Sheet

Executive Summary

Softlips: Sheer Color appears translucent in the tube, but assumes a "subtle" shade once applied, Mentholatum Co. said. Sheer Color is "super moisturizing" for "soft, healthy-looking" lips, the firm said. The translucent colored Softlips are positioned toward women ages 14-24 who may not want to wear opaque lipstick, according to the company. Sheer Color will be supported with ads in teen-oriented magazines designed by Buffalo-based Campbell & Associates. On counter this fall, the lip protectant will be priced at $2.49, a premium to original Softlips, which retails for about $1.69...
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