Lypsyl, the Novartis-owned lip care brand, is to target teenage girls with an experiential and digital campaign for its new range of fruit lip balms, in October.
It has appointed Iris to create the campaign and position the brands as fashionable, rather than purely functional.
The new product range of "catwalk inspired" lip-balms includes Watermelon Burst, Pineapple Passion, Cherry Blossom and Strawberry Polka-Dot.
The brand is also promoting lip health by including Aloe Vera, Vitamin E and SPF 15 protection in all of its new products.
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