Introducing Softlips® Intense Moisture with Breath Freshening Flavor Technology

ORCHARD PARK, N.Y., Aug. 5, 2013 /PRNewswire/ -- Hydration is the focal point of beauty consumers worldwide, and lips are no exception, especially during the summer and winter months. Between the dry heat and cold winter winds lips suffer all year long. Softlips^® lip balm, a premium leader in lip care, offers an innovative twist on lip hydration with the brand's latest portfolio addition- new Softlips^® Intense Moisture. A cutting-edge lip balm that 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.

(Photo:  http://photos.prnewswire.com/prnh/20130805/NY58191)

"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 Skin Care and Lip Care, The Mentholatum Company, a division of Rohto Pharmaceutical Co., Ltd. "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."

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

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.

Softlips^® Intense Moisture Product Overview

Softlips^® Berry Mint

• Intensely moisturizing with Murumuru & Shea Butter
• Nourishing antioxidant rich formula
• Breath-freshening technology with a touch of fruity berry flavor
• SPF 15

Softlips^® Citrus Mint

• Intensely moisturizing with Murumuru & Shea Butter
• Lip soothing vitamin C and E enriched formula
• Breath-freshening technology with a touch of juicy citrus
• SPF 15

Softlips^® Double Mint

• Intensely moisturizing with Murumuru & Shea Butter
• Ultra cooling formula
• Breath-freshening technology with extra minty flavor
• SPF 15

About Softlips^® Lip balm

For the latest information, news and consumer offers visit www.softlips.com.

Socialize with Softlips^®:
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About Rohto Pharmaceutical Company, Ltd.
Rohto Pharmaceutical Co., Ltd was founded in 1899 in Osaka, Japan, as a small family drugstore. The company was a pioneer in over-the-counter medicines and consumer healthcare products. Fifty years later, it is now the 2nd largest consumer health company in Japan, establishing its position as a world leader in manufacturing and marketing of pharmaceuticals, cosmetics, skin care and health care products. Rohto has operations in 12 major markets, with marketing and distribution agreements in more than 150 countries globally.

About The Mentholatum Company
The Mentholatum Company is a global health and wellness company located in Orchard Park, NY, dedicated to providing effective solutions to our consumers' personal needs.

Mentholatum brands include: OXY^® Acne Medication, Softlips^® lip balm, Rohto^® Cooling Eye Drops, pHisoderm^® facial care, Hada Labo Tokyo™ skin care and Mentholatum^® Ointment, trusted since 1889.

SOURCE The Mentholatum Company