By  on October 7, 2005

NEW YORK — Carol Shaw is hoping to give consumers a fat lip this spring.

Shaw, celebrity makeup artist and founder of indie brand Lorac Cosmetics, is planning to roll out Lotsa Lip, a 10-stockkeeping-unit lipstick and lip gloss collection intended to plump lips, in February.

"This is a new category for us," said Shaw, adding that in her work, one of the more common complaints she hears concerns thin lips. "Who doesn't want bigger lips?" she asked rhetorically.

The Lotsa Lip collection's key ingredient is the proprietary Maxi-Lip, which Shaw describes as a "natural tripeptide which has been shown to visibly enhance lips by stimulating collagen production and increasing lip moisture."

Five shades of Plumping Lipstick, each $18.50, and five shades of Plumping Lip Gloss, each $18.50, will be offered. Each of the lipstick shades matches up with a coordinating lip gloss. While each can be used effectively on its own, Shaw is hoping consumers — especially those of the thin-lipped variety — will double up by layering one over another. "That's when you get the double-whammy effect," she said with a laugh. Each offers fairly sheer coverage, she added.

In addition to the Lotsa Lip products, Shaw will also unveil a new concealer, dubbed Undercover Lover. The concealer's key ingredient is the proprietary Eyeliss, which is intended to reduce eye puffiness, said Shaw. As well, the formula contains a cocktail of botanical ingredients, including Vitamins A, E and B5, as well as calendula, chamomile, comfrey and green tea. Three shades, each $22, will be offered.

Also on tap for spring: Three eye shadow/eyeliner shadow/sparkle pencils, each $16; the limited-edition Pink Python Face Palette, a $35 compact with four shades of eye shadow and one blush; travel sizes of the existing Sheer Wash lip/cheek colors, each $17.50, and a new shade of Wet/Dry Powder, $35.

The products will be available in all of Lorac's U.S. doors, currently about 150 Sephora, Nordstrom and specialty boutique doors, as well as QVC, nordstrom.com, beauty.com and loraccosmetics.com. While Shaw wouldn't comment on projected sales, industry sources estimated that the new additions would add at least $1 million retail to Lorac's sales in their first year on counter.

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