By  on May 18, 2007

Bourjois isn't just paying lip service to consumers this spring.

This month, the company will launch three lines of treatment-based lip glosses and lipsticks designed for problems such as bad breath, rough lips, feathering and chapped lips.

The Lip Clinic collection features five items that treat specific lip and mouth conditions. While Fresh Kiss Gloss, $15.50, refreshes the breath with menthol, consumers can use the $17 Double Ended Buffing Balm's mini buffer to smooth their lips before hydrating them with the glycerin balm. Other products in the line include Plumping Gloss, $15; Invisible Lip Liner, $12, and Night Repair Balm, $10.

Bourjois also will introduce Docteur Glamour, designed to deeply hydrate and moisturize lips for up to eight hours. Available in six shades, the lipsticks range in color from rose to fuchsia and retail for $15 each. The formula is a blend of karite nut butter, known for its restoring and soothing properties, and mango butter, a fruit extract that nourishes the skin. The combination of synthetic waxes and beeswax allows the product to be applied without stickiness, while the silicon microbeads and synthetic polymers give it a glossy finish.

Eau de Gloss, $15, a sheer lip gloss with a 14 percent water-based formula, will be available in eight shades including juicy plum, shimmery rose and golden brown. With a menthol and citrus scent, the lip gloss features a light and nonsticky texture, made from glycerin and vitamin E, and is designed to keep lips moisturized for four hours.

"It just feels different because it's a watery liquid," said Lucy Tart, general manager of Bourjois USA. "It's a new generation of formulas that a young, spirited consumer would be looking for."

The three collections, Eau de Gloss, The Lip Clinic and Docteur Glamour, will be sold in about 250 doors, including Sephora and select Ulta stores, small specialty boutiques, on the QVC home shopping network and at and According to Tart, Bourjois is doubling its distribution at core retailers Sephora and Ulta every three years.

Although executives wouldn't comment, industry sources estimate that the three new lip collections, along with the camouflage collection, will generate between $3 million and $5 million in first-year retail sales. According to Tart, the Eau de Gloss collection will account for more than half of the company's lip gloss business.As one of the company's biggest categories, lip gloss represents roughly 16 percent of Bourjois' sales, said Tart.

Bourjois also is expanding its Effet 3D Mobile, $9, a collection of mini lip glosses that women can attach to their cell phones. The Mobile range will include four new shades — two pink, one clear and one bluish-green. The bluish-green tint lip gloss is designed to freshen breath and whiten teeth.

With the product launches, the company is focusing on a younger consumer between the ages of 18 and 24.

"This is somebody who's looking for an entry-level approach to makeup, who wants to come in and play," said Tart.

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