The Mentholatum Company Introduces a Fresh New Look for the Iconic Softlips® Lip Care Brand

ORCHARD PARK, N.Y., May 2, 2011 /PRNewswire/ -- The Mentholatum Company is announcing the launch of a complete packaging refresh of their popular and growing Softlips® lip care line. The update includes fresh new packaging graphics and a new logo, along with the kick-off of the "Softlips®. So You™." marketing campaign, all in time for the summer season.

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When looking for input on the package change, the Company tapped its robust Facebook fan base (upwards of 560,000 page fans) for feedback, using special survey panels of existing users and even consumers who had yet to try the brand.

"We wanted to take advantage of our tremendous social media presence and really listen to our consumers," says Derek Hills, Director of Marketing at The Mentholatum Company. "They have truly engaged with the Softlips® brand in this venue."

"Where other brands stress protection and lip health, our line focuses on the personality of our user and what the brand means to her," Hills adds. "Once we heard what they had to say, we tied everything together to create the 'Softlips®. So You™.' campaign, which plays to the individual tastes and emotional moments of our consumers."

The signature slender sticks of Softlips® and the light flavors/formulas loved by their consumers remain the same, but the line has been updated with eye-catching graphics and a bold new logo. The overall design is clean, simple and balanced with vibrant fields of color that pop at shelf and make selection easy.

In addition, the "Softlips®. So You™." TV campaign will launch Monday, May 2nd, in select markets nationwide and nationally on the brand's Facebook, Twitter and YouTube   channels.  The new ads, broadcast and print, capture the fresh new essence of the Softlips® brand, and will be supported with a completely updated website, as well as special social media efforts, including video content with top beauty experts and a national sweepstakes.

Softlips® is a trusted name in lip health and has been a product of choice among women for more than 20 years. The brand is currently available in the lip care section of the cough/cold aisles of food, retail and drug stores nationwide and, most recently, ULTA stores nationwide. With the new campaign and look, new flavor offerings will be introduced throughout the year.

For the latest information, news and consumer offers, connect with Softlips® at:

www.softlips.com

www.facebook.com/softlips

www.twitter.com/ilovesoftlips

www.youtube.com/ilovesoftlips

The Mentholatum Company is a global health and wellness company, providing non-prescription pharmaceutical, healthcare and cosmetic products to consumers worldwide.  Founded in 1889, their focus is on providing quality healthcare solutions for the treatment and prevention of conditions associated with skin care, pain relief and eye care.  The company's USA headquarters is based in Orchard Park, New York, and the portfolio of brands, in addition to Softlips®, includes OXY® Acne Solutions, pHisoderm® Facial Care, ROHTO® Eye Drops, WellPatch® Pain-Relieving Patches, Deep Heating® Muscle Rub, Mentholatum® Ointment, Fletchers® Laxative and Red Cross® Toothache Medication.  For more information, visit http://us.mentholatum.com/.

SOURCE The Mentholatum Company