Blistex Launches Herbal Lip Balm With $5 Million Campaign

OAK BROOK, IL—Privately held Blistex Inc., which in July introduced Blistex Herbal Answer, its first entry into the botanical-based personal care market, has embarked on a $5 million ad campaign to promote the product.

Herbal Answer has a suggested retail price of $1.89 for a .15-oz. lipstick and is available in most drug, food and mass-merchandise stores and is displayed alongside Blistex’s other lip care products.

Blistex in November is launching a $5 million advertising campaign for Herbal Answer that will include television and radio commercials and print ads in various women’s magazines.

According to Chicago-based Information Resources Inc. (IRI), total U.S. sales for lip balm and cold sore medications currently are about $237.6 million, up 6% from a year ago. Blistex has a 25% share of that market. Herbal Answer is the first herbal lip balm introduced into the market. The company anticipates it will capture between 3% and 5% of the total lip balm market.