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Marketing in Brief: Blistex, Inc.

This article was originally published in The Rose Sheet

Executive Summary

Blistex, Inc.: Introducing Blistex Lip Tone, an SPF 15 lip balm that "enhance[s] the wearer's natural lip color," the company says. The single shade is formulated "to bring out natural lip colors for a wide range of skin pigments" and to look different from person to person. The "slight touch of color" is combined with Blistex' "effective moisturization and protection," Blistex states. Spots on primetime, syndicated and cable TV, as well as print ads in women's and teen magazines will support the product's introduction. Promotions for the product also will include in-store displays and FSIs. Packaged in an "opalescent pink" .15 oz. tube, PABA-free Lip Tone will sell for $1.89...
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