By  on July 15, 2005

NEW YORK — Getting lips moist and kissable is one thing. Keeping them that way throughout the day is another. That's why Maybelline New York is excited about its latest lipstick innovation, Moisture Extreme Lipcolor, which uses allantoin, a healing agent, in the lipstick's gel-based formulas to keep lips moist and soft for up to eight hours.

Moisture Extreme will replace Moisture Whip, a major pillar brand for the company, which for the latest 52-week period generated a 2.3 percent dollar share, according to AC Nielsen data provided by Maybelline New York. Moisture Whip launched in 1975 and was supported by spokesmodel Lynda Carter.

"It was a big decision to say goodbye to Moisture Whip but the technologies between the two lipsticks are so different that they don't resemble each other at all. The base itself is not a wax but a gel. We needed to make sure there was a departure," said Cheryl Vitali, senior vice president, Maybelline New York, in response to why Moisture Whip wasn't simply relaunched.

Another key point of difference, Vitali said, is the addition of 0.6 percent allantoin, an antichap ingredient used in beauty products, causing packages of Moisture Extreme to carry a drug label. Formulas also contain 7.5 percent octinoxate, a sunscreen, to provide SPF 15.

All 44 shades of Moisture Whip will exit retailers just as an equal number of Moisture Extreme hues enters stores, beginning in August. Maybelline opted for this more expensive transition rather than a phase-in of new product to prove their support of the line. "We decided instead of phasing it in we will do a hard transition, exiting out of all existing Moisture Whip products and launching with the new technology. Our level of investment to take this approach is testimony to our excitement and how we think this will revolutionize the lip category," said Vitali.

Maybelline New York is the fourth largest lip brand, according to AC Nielsen data provided by Maybelline. It ranks behind Revlon, L'Oréal and CoverGirl. Maybelline New York claims a 10.8 percent dollar share for the latest 52-week period.

Moisture Extreme will offer 33 of the 44 shades from the Moisture Whip line. At-shelf materials will guide consumers to find their favorite Moisture Whip shade within Moisture Extreme. The 11 new shades are incredibly "relevant and modern," said Karen Fondu, president, Maybelline New York. The lipstick's finish — satin or pearl — depends on the shade.

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